Some hype is good for startups. Since startups are already underresourced relative to larger companies, some hype helps them attract talent, funding, and initial customers.
However, eventually the startup’s performance needs to catch up to the hype. Otherwise talent leaves, funding stops, and customers who gave the product a try don’t stick around because the product fails to deliver what’s promised by the hype.
In other words, there’s a thin line between hype that helps a startup and hype that will eventually hurt it. If you’re unsure what side of the line you’re on, it’s better to slightly undershoot than to risk overshooting.
Also published on Medium.