Most startups don’t have a marketing budget.

So you can’t rely on advertising to create brand equity.

All you can rely on is word-of-mouth.

Word-of-mouth = product + customer service.

You must have great product, that’s a given.

So you need to pay attention to customer service.

Staff = customer service.

Staff = brand equity.

Badly trained staff = bad brand equity.

Unhappy staff = bad brand equity.

Clever startups pay attention to staff.