The biggest PR hack you can do, is not hire a PR firm.

It's difficult to get large groups of people, to the extreme levels of focus and productivity that you need, for a startup to be successful.

Press releases are easier to write than code, and that is still easier than making a great product.

... you want to be proud of how much you can get done with a small numbers of employees.

Execution gets divided into two key questions: 1) can you figure out what to do and 2) can you get it done.

In general though, if you look at the track record of pivots, they don't become big companies.

You also want people who are maniacally determined and that is slightly different than having a risk tolerant attitude.