As this amusing compilation of interviews demonstrates, tech startups aren’t free from clichés.  They are all doing the same things for employees but boasting about them as if they are unique.  They are aping one another and conforming to unwritten rules for launching companies.  Yet, they want to be one-of-a-kind and to succeed.  One wonders what would happen if a start-up didn’t supply collaborative workspace, open offices, beer on tap, a pingpong table, a game room.  Would the fledgling company have recruitment problems, or would it find talented engineers anyway?  The clichés are checkbox items and one wonders if they make a difference.  Perhaps these companies think it sets them apart as “with-it” enterprises.  Maybe it does, probably not.  Their marketing and communications need more creativity.  

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