When considering an investment, one of the first things a clever investor will try to determine, is whether you're a service company or a product company.

Startups are fueled by dreams. And those dreams are fueled by stories. One such popular story is about the 'visionary' startup founder. We all know the legends about Apple, google, Microsoft and Amazon and their visionary leaders. We often hear that these companies were successful because their founders wanted to do good, or to develop great products, or to help society.