Interesting. Calling yourself a "start-up" is a form of PR messaging. Some companies leverage "start-up" style messaging to form great value - look at Tesla - they're over 10 years old, they're 4 times the revenue of Aston Martin and build more cars per year than Aston builds in 50 years, and yet everybody still calls them a startup. But Twitter and Google rarely referred to themselves as startups publicly, they were more "institutional" messaging - always considering themselves the sole source for their service. So I guess, using "startup" style messaging can be valuable, but only if you can leverage to your advantage, otherwise go with "institutional" messaging like you suggest.
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