"Startup" itself is an impatient word compared to "business". I prefer the term's inherent ambition over "small business", but I think there's an implied assump

"Startup" itself is an impatient word compared to "business". I prefer the term's inherent ambition over "small business", but I think there's an implied assumption that "startups" either win big or flame out, so you have to get traction in your market quickly.