The most enduring image of a startup company, dating back to the formation of Apple itself, is a bunch of guys working in their garage, building the next best thing. This image is so indelible that films like Shane Carruth's Primer are built on this one image.
On the radio, there's been this ad that keeps playing over and over, about some guy who left his cush job, started up his own company in a garage. However, he sounds like a total doof. First, he says the company started up in the garage. Oh, wait, the servers were in the garage. He was in the kitchen drinking lots of coffee.
What imagery does he want to give us? That he's this CEO type who doesn't do anything but sip lattes while servers are humming in the garage? I mean, this doesn't engender any real confidence that he is deserving of his career. What work did he really do except foot the money, and order people around? The radio commericial simply doesn't say more than that.
And that's the only point I want to make. Hoorah!
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