I was first in line for the iPhone, but I'm not a fanboy of any company - I'm in favor of anything that's best of breed.
Apple, at its best, isn't a technology leader.
I want Facebook to pick the best 20 items to show me every single time I refresh that screen.
Post fast on good news or bad. Someone say something bad about your product? Link to it - before the second or third site does - and answer its claims as best you can.
Use photos and videos often. The best startups post lots of imagery and videos. The worst ones? Text only.
Oh, some day I'll tell you about why I wrote more than 1,500 Gmail filters. They throw away more than 300 emails every day. Every day. It's the best thing I ever did for my productivity.
This is what Steve Jobs understood: Brands are defined not by the best thing on the product but by the worst thing.