Is your startup stuck in a rut, or worse, losing its spark? It might be time to hit the reset button and 'refound' your company. This bold move is gaining traction among tech giants like Airtable, Handshake, and Opendoor, who have recently announced their own 'refounding' journeys. But here's where it gets controversial: is this a genuine rebirth, or just a buzzy rebranding strategy? Let's dive in.
Posted: 11:44 AM PST · December 6, 2025
Starting a company is hard, but what if the real challenge is keeping it fresh and relevant? For some startups, the answer isn’t just iterating—it’s about going back to the drawing board entirely. Take Airtable, for instance. Instead of simply layering AI features onto their existing platform, they declared it a 'refounding moment.' As co-founder and CEO Howie Liu explained to The New York Times (https://www.nytimes.com/2025/12/06/business/refounding-startups-ai.html), this isn’t a pivot—it’s a full-scale reimagining. Why? Because the stakes feel as high as they did on day one. Liu even admitted they considered calling it a relaunch or transformation but settled on 'refounding' to capture the gravity of the moment.
And this is the part most people miss: Refounding isn’t just about changing what you do—it’s about reigniting the culture that made your startup successful in the first place. Handshake’s chief marketing officer, Katherine Kelly, put it this way: they’re bringing 'startup culture back into an existing business.' But that doesn’t come without trade-offs. Employees are now expected back in the office five days a week, working longer hours to meet ambitious goals. Is this a necessary sacrifice, or a step backward in the era of remote work? That’s a debate worth having.
Here’s the bigger question: Is refounding a genuine strategy for innovation, or just a flashy term for companies trying to stay relevant in a fast-changing market? Airtable and Handshake argue it’s about recapturing the urgency and creativity of their early days. But skeptics might wonder if it’s just a way to repackage old ideas under a new label. What do you think? Is refounding the future of startups, or just another trend? Let us know in the comments—we’re eager to hear your take!
