The dream is that with public relations, with hype, with promotion, with distribution, with ad buys, with influence marketing, with content marketing, and with a little bit of spam . . . the dream is that it will become the “it” thing, and everyone will want it. It will be popular precisely because it’s popular. But you’re not fooled by this. Sure,

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To quote Mike Maples, Jr., “startups start out dead and have to prove they are alive”, and because they paint a picture of a future that does not yet exist, “they have to become a movement”. In other words, they have to galvanise people around a potential that does not exist yet.