Most startups don’t have a marketing budget.
So you can’t rely on advertising to create brand equity.
All you can rely on is word-of-mouth.
Word-of-mouth = product + customer service.
You must have great product, that’s a given.
So you need to pay attention to customer service.
Staff = customer service.
Staff = brand equity.
Badly trained staff = bad brand equity.
Unhappy staff = bad brand equity.
Clever startups pay attention to staff.