Innovation has become quite the buzz word in recent years. It represents what every startup strives for–to be the first or best, to question the status quo, to challenge convention and provide something that consumers can get behind with passion.

Startups move quickly. If starting a business was like a race, then startups would be the sprinters and small business owners would be the long distance runners.

The startup scene continues to gain momentum in different parts of the world, and although cities like San Francisco, London, and Berlin might be the forerunners in the scene, startups are popping up everywhere. The success of notable startups drives the excitement and spirit of innovation; we know that even long-standing processes and industries can be disrupted with the release of a useful product or the creation of a much-needed service.

Why do we love startups? Let us count the ways.

Why We Love Startups

They create products we love

Startups are in the business of creating things we love to use, whether it’s a physical product or Software as a Service (SaaS).

Think about it–where would we be today without Instagram, Pandora, Uber, Buffer, or Airbnb? Note to self: One word startup names seem to be a good idea.

They adapt to succeed

Because of the self-regulating and analytical nature of the startup scene, founders that create products that people want will succeed, and founders who create products no one wants will simply go back to the drawing board. Failure doesn’t mean the end for startups, and we love that.

“Success is not final, failure is not fatal; it is the courage to continue that counts.”  –Winston Churchill

They transform our cities and hometowns

This is especially apparent if you’ve moved away from your hometown and return for a visit–suddenly, the city is alive with coworking spaces, bustling coffee shops, and exciting conferences and events. People are excited.

Living in a ‘startup town’ feels a lot like slowly stepping into the future we had all imagined (minus the flying cars–for now). It’s amazing and refreshing to see the innovation mindset take over our sleepy hometowns.

They build strong communities

Startups have a knack for building engaged, tight-knit communities, both online and face-to-face. Why is that? Many startup founders intuitively understand the value of community management and social building because they might have grown up using social media and forums to connect.

They know that the best way to sell something to people is to first have them gather together to hear about it. These strong communities become passionate brand ambassadors who love a product or service so much, they’ll tell anyone who listens just how great it is.

They connect with other companies

Sure, businesses have been partnering with other businesses for a long time. That’s nothing new. But startups find ways to make strategic connections to other startups in ways that seem to create synergy between the brands.

Think of the collaboration between Mention and Buffer–this was a huge hit with both companies’ audiences because it only expanded the range of services each could offer to their customers. We love that!

They innovate and disrupt regularly

Warby Parker disrupted the eyeglasses industry with their low-priced, fashionable frames. Tuft & Needle disrupted the mattress industry with their low-cost, lightweight, super-comfy foam mattresses.

Startup founders aren’t afraid of entering a room that’s already filled to capacity and pitch their shiny, new idea. They aren’t afraid to think big and bring an existing industry to its knees–but only in the interest of providing a better product.

They focus on content

Some of the best content on the internet can be found on startups’ websites and blogs. Why? They hire the best content writers and strategists; they understand the power of content; they track and analyze their audiences’ interests and popular topics. Great content is never an accident, and we love that startups are very purposeful in their focus on content.

We love startups because they create, adapt, transform, build, connect, innovate, disrupt, and focus. Why do you love startups? Have you founded a startup? We’d love to hear from you. Please comment below!