Once upon a time, it used to be about the products. Then, media came in and suddenly the narratives has changed to..well..take a look at these examples:
IITs/logistics : Basically, you can use your IIT degree to sell anything (but the product)!
So being a Mompreneur is more important than What she actually does
And the most frequent one?
<InvestorX> and <Investor Y> backed startup <name> launches _blah_.
That is, investor names define the startup.
Logically speaking, there isn't anything wrong with this narrative - these startups are marketing whatever works with media (which needs a lot more fluff/bullshit to feed itself).
IIT degree, woman founder, investor brand..and the list goes on and on..
But the fact of the matter is that everything is wrong with this narrative.
PR needs to have the PRoduct, the reason why a product exists and why it should appeal to the audience.
These narratives are mere shortcuts that just cuts you short - most founders actually believe in this sort of 'fake swag'. and the result is in front of you.
What are the other 'fake entitlements' have you seen coming from startups?