A startup, a business, a company, a corporation: These things are not nouns. They are verbs. They are nothing less that the sum total of all of the actions of all of the employees, their ideas and values, and how they interplay with the market and your customers. Too often business owners, managers, and decision makers get fooled by language into thinking that their business is a "thing". Its not. It is convenient and even necessary to use a noun to refer to your business when communicating with people, but when you visualize it make sure you don't ever do so. This is one of the lessons which I have brought to the companies that I have worked at, and consulted for.
By making this simple, yet fundamental shift in visualization, managers and decision makers can experience a radical shift in the ways in which they view their business. A shift for the better.