Startups keep it personal: build your company for people

There is a plethora of startup advice out there: find your market need, get an MVP (minimal viable product), find funding, expand, go global, rinse, repeat.

However, most advice (and I say most, not all) seems to ignore a fundamental aspect of not only where business is heading, but also the internet — to the more personal and human.

You just have to look at the impact of social media to get a clear picture of this: gone are the days of hiding behind pseudonyms and pictures of your favourite cartoon characters, people are who they say they are now on the internet — crazy stuff. The web is fast becoming about authority, and to become an authority, or to get endorsed by your fellow authoritarians you need to be a person. Honesty is an online currency.

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