The best way to avoid envy is to deserve the success you have.
I'd say that's one of the best reasons to keep your start-up open and share frequent updates with your customers and broad audience too
Given wide awareness of your company's story, its highs and lows, it's much easier to earn empathy of the masses
Strong, personable brand is a moat. It keeps your customers loyal even during muddy waters and enemies at bay even when it's calm.
You can follow @ksaitor.