[SpicyLemonZest]

That second to last sentence dives off the deep end where I can't endorse it, but there's a large kernel of truth to the idea. As a new startup, your greatest competitive advantage is your ability to move fast. Marketing speak, on the other hand, is typically understood in terms of medium to large corporate timelines, where fast delivery simply isn't a thing:

* "we're actively developing this feature" means it'll be available in a few months

* "we're designing this feature" means it'll be available in 6 months to 2 years

* "this feature is part of our vision" means it may never be available

So if you have a feature that you're planning to release in a week or two, you can't just call it "under development" and expect customers to understand. You have to emphasize that it's practically right there, it'll be ready long before you need to do anything with it, and by the way here's a slideshow of what we'll have available next month when you want to go live.

[bumby]

>your greatest competitive advantage is your ability to move fast.

I don't want to come across as overly cynical, but I feel like there is a natural friction between this competitive advantage and certain domains in the health and/or critical infrastructure space, especially when "moving fast" can be at odds with quality. Safety-critical and regulated health domains don't seem like areas where moving fast is always viewed as an inherent good.