The challenge that many startups face today is: Are you really providing enough value? Will you get the TechCrunch bump, the tier-1 VC anointment, followed by great PR firm support and then the NY Times or WSJ story that follows? Will that be enough or will high churn rates creep in, new toys be introduced into the market, new time sucks pulling user attention away? This year’s Tamagotchi?
If you’re building a startup today I would encourage you to think harder about how you’re going to win the battle for share of mind. That’s much tougher than getting people to play with your hot product for 6 months. To do so you must truly provide value that changes the way that end-consumers do something in their lives that will persist.