Stop trying to find the ‘Cockroach Start-up’, or follow a list for being one.

There’s a fair bit of talk about ‘Cockroach Start-ups’ in the light of recent disappointment with some ‘Unicorn Start-ups’ and the ‘Unicorn’ phenomenon in general.

I’m keen to discuss this topic — because I think the subject of business survival and sustainability is worth examining.

I see a bunch of articles out there; with “how to identify” and “how to be” lists — on finding (for VCs) and being (for Founders) a ‘Cockroach Start-up’. But I don’t think both (lists) offer much value.

I don’t think you can identify or follow a checklist for being a ‘Cockroach Start-up’. You can identify the traits of a founder who simply doesn’t quit — even when he/she is the last man standing.

But you can’t spot the ‘Cockroach Start-up’ until the very end; and you likely won’t find it led by someone following a list, or trying to be something that they aren’t.