I
N A WORL
D WHERE
EVERYONE WANTS TO
BE A UNI
CORN,
BE A
COCKROACH
The s
t
a
r
t
up e
c
os
y
s
t
e
m i
s g
r
owi
ng a
l
l
ov
e
r t
he wor
l
d a
nd we a
r
e he
a
r
i
ng a
bout
how c
e
r
t
a
i
n s
t
a
r
t
ups a
r
e be
c
omi
ng uni
c
or
ns
.
Howe
v
e
r
,
t
he
r
e i
s a
n i
nc
r
e
a
s
i
ng
wor
l
dwi
de s
hi
f
t t
owa
r
ds t
he c
oc
k
r
oa
c
h s
t
a
r
t
up s
e
t
up a
nd i
t ha
s be
e
n
e
v
a
l
ua
t
e
d t
o be muc
h mor
e s
ui
t
a
bl
e t
ha
n t
he uni
c
or
n s
e
t
up
. S
o, wha
t a
r
e
c
oc
k
r
oa
c
h s
t
a
r
t
ups
?
T
o g
e
t a be
t
t
e
r unde
r
s
t
a
ndi
ng of a c
oc
k
r
oa
c
h s
t
a
r
t
up
,
t
hi
nk a
bout t
he t
hr
e
e
mos
t i
mpor
t
a
nt t
r
a
i
t
s of a c
oc
k
r
oa
c
h:
1. I
t c
a
n s
t
a
y a
l
i
v
e f
or we
e
k
s wi
t
hout i
t
s he
a
d
2. I
t g
r
ows dr
a
s
t
i
c
a
l
l
y
3.
I
t c
a
n g
o wi
t
hout f
ood f
or a r
e
a
l
l
y l
ong t
i
me
Now, a c
oc
k
r
oa
c
h s
t
a
r
t
up a
l
s
o ha
s qui
t
e s
i
mi
l
a
r c
ha
r
a
c
t
e
r
i
s
t
i
c
s
; i
t c
a
n k
e
e
p
mov
i
ng t
owa
r
ds i
t
s g
oa
l de
s
pi
t
e f
a
c
i
ng mul
t
i
pl
e s
t
r
ug
g
l
e
s a
nd c
ha
ng
e
s i
n t
he
ma
r
k
e
t
,
t
he
i
r g
r
owt
h i
s
n’
t t
oo r
a
pi
d a
s c
ompa
r
e
d t
o ot
he
r s
t
a
r
t
ups
,
but i
t i
s f
a
s
t
e
noug
h a
nd t
he
y a
r
e c
ons
i
de
r
e
d c
ompa
r
a
t
i
v
e
l
y l
e
s
s r
i
s
k
y i
n t
e
r
ms of
i
n
v
e
s
t
me
nt
.
A c
oc
k
r
oa
c
h s
t
a
r
t
up i
s not i
n a hur
r
y t
o g
r
ow,
but i
t doe
s
n’
t me
a
n t
ha
t t
he
f
ounde
r
s do not wa
nt mone
y a
nd e
xpa
ns
i
on; t
he
y j
us
t wa
i
t f
or t
he r
i
g
ht
mome
nt t
o i
n
v
e
s
t t
he
i
r t
i
me a
nd mone
y
. I
n a
ddi
t
i
on t
o t
ha
t
, t
he
y a
v
oi
d
s
pe
ndi
ng mone
y on a
s
s
e
t
s t
ha
t a
r
e f
i
x
e
d;
t
he
i
r s
t
r
a
t
e
g
y r
e
v
ol
v
e
s a
r
ound s
a
v
i
ng
mone
y
.
F
or t
hi
s
,
t
he
y us
ua
l
l
y r
e
nt out c
o-
wor
k
i
ng s
pa
c
e
s r
a
t
he
r t
ha
n owni
ng
a
nd i
n
v
e
s
t
i
ng i
n a
n of
f
i
c
e
!
The f
oc
us of a c
oc
k
r
oa
c
h s
t
a
r
t
up i
s a
l
wa
y
s mor
e on
i
nc
r
e
a
s
i
ng r
e
v
e
n
ue
s a
nd pr
of
i
t
s b
y i
mpr
ov
i
ng t
he
i
r pr
oduc
t or s
e
r
v
i
c
e a
nd not
on be
i
ng t
he f
a
v
or
i
t
e i
n t
he ma
r
k
e
t
.
J
us
t l
i
k
e a c
oc
k
r
oa
c
h,
t
he
s
e s
t
a
r
t
ups ha
v
e
t
he a
bi
l
i
t
y of s
ur
v
i
v
i
ng i
n t
oug
h c
ondi
t
i
ons b
y ha
v
i
ng a r
e
a
l
pr
oduc
t or s
e
r
v
i
c
e
.