It is said that over 90% of startups fail. For founders struggling to reach that elusive 10%, one thing that often gets overlooked is simply being loved. Popularity contests, it seems, don't end in high school. Being likable is important whether you like it or not. If you have a friendly business as part of your startup growth strategy, you're already ahead of the competition. Successful people are usually not only smart, but also socially skilled. Many studies have backed this up, and being popular isn't just good for the individual; it's a business strategy. It's not just potential customers who want to work with a friendly company. Investors also want to love their investments. According to Taizo Son in an interview with CNBC , he prefers to focus on the founder rather than the company. “My criteria for investing are the founders. So I won't check any business plan, any economic projection, any spreadsheet; but (instead) I focus on the founder's mindset (and) passion. At the employee email database same time, you're not going to be liked by everyone, so how can you foster the right kind of likeability in your startup? Here are some ways to achieve this. EXCLUSIVE FREE TRAINING: Successful founders teach you how to start and grow an online businessStartups need heart The era of the cold-hearted society is behind us. People want to support a service-oriented business that incorporates a philanthropic orientation. In a survey of 2,000 people commissioned by Fortune , millennials were found to prefer working at a company that gives back. While companies have understood this and adopted campaigns to boost their image, it may seem difficult for a startup with limited funds to do the same. Remember, you don't have to compete with Gilead by donating $2 million to the Liver Foundation a year, or Walmart's $100 million for retail worker economic mobility. If you are a startup with a small budget, you can start with:Creation of an employee-led fundraiser for the benefit of a local association Encourage team volunteering, perhaps replacing a few hours worked per month, or one week per yearCreating a fundraiser is far from new, but it has stood the test of time because it makes people feel good and useful. Having your employees help you in this endeavor, instead of just donating funds to a non-profit organization of your choice, gives meaning to the whole enterprise. As a bonus, this increases the “core” quotient of the startup from an external point of view. Discovering Idealist can be a great first step, as this platform is excellent for connecting people and groups (including startups) to local opportunities. Idealist is a platform connecting people and groups to local opportunities to help build friendly business