Most companies I talk with want to show off their product and it’s features. I almost always urge them to find ways to ALSO communicate momentum and credibility. There are loads of ways to do this — even if you have to 1) get a bit creative about it and/or 2) get some actual credibility or momentum going (like building a killer advisory board).
That’s why I’m sharing this coming-soon page for a startup called Airtime. The page is only about credibility and momentum — the company isn’t saying much at all about what it’s actually building. So it’s instructive to see an extreme case of what I talk about with clients.