In startup world, the choice between competence and popularity is no choice at all.
Competence always wins. The survival of the company depends on it. Livelihoods depend on it.
People may think you’re an ass, but if they know you’re the best man (or woman) for the job, they’ll follow you.
People will accept, even take pride in your quirks and shortcomings, as long as they believe you will lead them to success.
Forget about being popular.