[nlitened]

There are also small software companies that are not VC-funded startups with flashy ideas — e.g. small bootstrapped consultancies and niche software shops.

In these companies you still have to hire developers for reasons beyond excitement for The Idea.

[praveen9920]

Services companies are different breed altogether. I am a co-founder of such services company, struggled a lot with attrition.

I realised that having people who love your culture will always have your back irrespective of what they do.

Also, Being a niche software shop, one could potentially become contributors to that technology which is exciting in itself.