A Toyota Prius sends a message. It tells the other cars on the road that its driver probably shops at Whole Foods or Trader Joe’s with reusable grocery bags, doesn’t have a hummer for a second car, is eco-conscious.
Contrary to the romantic notion of a passionate dreamer going it alone, most start-ups are founded by partners, not solo entrepreneurs. Think of some of the high-tech companies that have risen to fame and stunning capitalization in almost no time: Google, Facebook, LivingSocial. All started by partners.
Imagine a large cruise ship. Passengers use the same communal space and infrastructure—restaurants, swimming pools, exercise facilities—but also have their own private cabins. Most people can’t afford to buy a ship, so this shared arrangement offers the maximum return with minimal investment.