If you can’t be passionate about your ideas and your company, why would anyone else care? I see a lot of researchers present their world-class technologies with the very objective, emotionally measured presentation style. At the risk of passing judgement on that community I often find myself asking why I should care; or even more basic, how is this going to make a difference in the world. This reflects more on my limited technical view of the universe perhaps and to be fair, researchers are out to do good science and the thought of market potential is anathema at worst and at best, not part of the equation.
For the startup, it’s ALL about the big “So What?”. The innovation has to find it’s way into something people will want to buy because they believe it while change their lives.
If you don’t believe it, why should anyone else? Passion counts. Make us believe you know how to change the world. Annoy some research scientists!