Startups are the new darlings of job seekers, investors and markets. But what makes them so different and, first, more capable of achieving success in an ever growing competitive world.

As opposed to traditional companies, this may be the number one feature that makes startups so different from corporations.

People – and departments – talk to each other, work together, in one word, collaborate.

Just compare it to a traditional model where, for example, the technical guys show mostly disdain for the marketing guys (who spend the money they are “creating”) and vice versa (marketers unhappy to work with people who can not explain what they are doing with real words … ).

As bad a joke as it sounds that is everyday business in far too many companies at the moment and something startups do not have to cope with. They are built on the actual principle of collaboration and sharing. Even with extended teams, even with staff dispersed all other the world.

Startups are based on people, often a small amount and for a noticeable amount of them often built on a business model still to be validated. Recipe for failure ?

Maybe but not necessarily since these companies also know they may be wrong or could fail and that is part of their DNA. Which also means that with agile structures and agile minds, they are ready to pivot and completely turn around their whole business fast enough to avoid failure. Or rise from that crash with an other product/business already on the launchpad.

Since failure is definitely part of the startup equation, so shall be plan B, C, D and so on. And feel free to add numbers, invent letters or use visuals to name all the other backup plans.

With the risk of failure comes great will to succeed. A startup is a business run by a commando team all striving towards this one goal of making the company a success.

In real life that means not delaying this sensitive call or questioning sending this note to a customer. That also means going the extra mile to reach people and getting creative. Without the power of a renowned brand behind them, without a strong presence on the market or famed references, people have to make the difference. And find new ways to reach out to the most inaccessible contacts and make the most of every single opportunity to pitch, present or just get in touch with potential customers, advisors or ambassadors.

Beyond these advantages, startups need not to get lost and stick to basics.

Do you want unicorn employees or do you actually want people bringing in ideas but also participating in the reflection and adding value? Not just knowing it all and not developing – their own selves and the company.

Do you also need to burn funding on the perks race or rather on making sure the company can keep offering these perks forever ? That is staying in business and growing.

Last, depending on your market and product, do not burn your one shot on an MVP – make it an acceptable product at least.

And keep kicking giants in the … business!