Right, I always advocate startups to compete with google/amazon. You cannot create hype as a startup, you must ride an existing wave (at least for hard tech).

Right, I always advocate startups to compete with google/amazon. You cannot create hype as a startup, you must ride an existing wave (at least for hard tech). However, you must start dev before the area is hyped and hit the market at the right time. Also, you must target areas where the big players cannot and will not compete (for example, multi cloud, edge , privacy).