A lot of Startup World makes no sense until you think about things this way. The actual company is the founders and associates (early employees, investors, etc

A lot of Startup World makes no sense until you think about things this way. The actual company is the founders and associates (early employees, investors, etc.). The product being sold is the company. Larger companies who might wish to buy it are the true customers. Later employees, "products" and "services", "customers", all that nonsense - marketing materials.