[abstractbill]

Now those firms and their ilk may not fit your definition of "startup"...

This whole debate seems to hinge on the definition of "startup". I'd be interested in historical evidence to back-up or refute the claim 37signals makes: Has the meaning of "startup" actually been hijacked? Or has it always meant what pg (and wikipedia) say it does?

[jriddycuz]

Startup companies can come in all forms, but the phrase "startup company" is often associated with high growth, technology oriented companies. -- http://en.wikipedia.org/wiki/Startup_company

This seems to be a reasonably good description of what the word means and what it is commonly associated with. You can call practically any young firm a startup, but it does most commonly refer to PG's definition. Like DHH said in the post, "starting a business" just does not have the near-mythical connotations "startup" has, but those connotations are result of the stories that typical startup culture provides. I don't think there's a way to make "starting a sustainable business" sound sexy because it's not a very sexy idea. And perhaps people with a spouse and kids shouldn't worry too much about how sexy an idea is, but rather how valuable it is.