The Decline of the Startup Label: What Terminology to Use Instead

In a recent article by TechCrunch, Eric Migicovsky announced his return to the tech scene with plans to revive the Pebble brand and launch an AI ring through his new company, Core Devices. Interestingly, Migicovsky made it clear that Core Devices would not be calling itself a startup. Instead, Migicovsky emphasized a focus on sustainability, profitability, and longevity for his new venture.

For a long time, the term “startup” carried a specific meaning in the tech world, often referring to companies designed for rapid growth and scale. However, in recent years, the definition of a startup has become muddied, with many different types of businesses adopting the label. This overuse, driven in part by PR strategies seeking visibility, has created confusion among journalists and audiences alike.

To avoid this confusion, Migicovsky’s approach of rethinking the use of the term “startup” offers a valuable lesson for communicators and founders. By reserving the label for new, fast-growing companies backed by funding, businesses can ensure clearer messaging to both the media and the public. Moreover, providing additional context and details about the business model and market can further enhance understanding and increase the chances of media coverage.

Overall, the evolving landscape of startups calls for more precise and thoughtful communication strategies. By being intentional with language and messaging, businesses can effectively convey their unique value proposition and differentiate themselves in a crowded market.