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The Non-Startup Startup

There are thousands of startups created each year and billions of dollars invested, but how does a company stand out amid the noise? In the case of Nest Labs, the company spent over a year in stealth mode refining its product and brand, which allowed it to make its public debut as a fully established company with a well-thought-out brand and product – one that redefined its industry. Nest Founder Matt Rogers and KPCB Partner and Nest board member Randy Komisar will share lessons learned operating in stealth mode – from product development to recruiting and branding.

Additional Supporting Materials


  1. In a crowded market full of startups, how does a company stand out amid the noise and attract attention from investors, potential recruits and more?
  2. What are the challenges and benefits to operating in stealth mode for an extended period of time?
  3. How did you go about being in stealth and keeping secrecy in the product given your large supply chain?
  4. How did you know when the right time was to come out of stealth mode and launch to the public?
  5. For Randy, what caught your eye about Nest early on, and what made it a company worth investing in?



Flora Anderson, Assistant Account Executive, The OutCast Agency

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