[costapopescu]

>Put another way, some startups have a process, other startups just implement the tactics (best practices) that are the results of someone else’s process.

Yes, but you still need to test other people's best practices. What works for some, might not work for you. I remember when Etsy introduced infinite scroll because everyone were doing it; they soon found out that it affected their conversions negatively and returned to old style.