Being yourself: The four strategic lessons from the Coinbase story

Faced with the challenge in legitimacy they are currently facing, companies are often tempted to react defensively, conceding to the zeitgeist, and hoping to get by. Often, the only solution is to build a mask to protect themselves. The problem is that it creates a gulf between who they really are and who they pretend to be, which only accentuates the suspicion. The story of Coinbase, a U.S. startup that found itself in the spotlight last year, shows that a radically opposite approach of asserting one’s uniqueness is not only possible, but pays off.