There’s a time and place for making noise about your startup, but you’ve gotta be clear on whether you’re doing it to feed your own ego and make yourself feel good, or if you’re doing it strategically for some understood and measurable benefit. Making noise can definitely help – but more often than not we do it for the former reasons and not the latter: we want to feel important, we want people to recognize our “accomplishments”.
One of my best portfolio companies has never publicly launched. And yet, if we compared their metrics to a lot of similar companies (and others in my portfolio), I’d bet they would be on top. They’re absolutely killing it. Why? Because they’re 100% focused on their users and providing an awesome experience. Press, publicity, blogging, tweeting, shouting from rooftops, etc. doesn’t help them. In this particular case their customer isn’t an early tech adopter either, which is even more reason to ignore the “rah rah” bubble we live in and stay focused on real growth.
This portfolio company has also raised two rounds of financing… It might have been a bit harder to get investors’ attention without being in the tech news cycle every few months, but their team + mission + traction got them to the right people, and those people invested.