Transparency. It may sound basic and a 'must have', but it's a classic strategy that is proving incredibly successful for great startups like Buffer, 15Five, Groove and others.

The authenticity that shines through when you speak to your customers from 'the heart' can't be replicated using traditional marketing or PR.

Rather than copy+pasting, I discussed it in more detail here: http://onboardly.com/startup-pr/baring-it-all-why-full-exposure-is-a-start-ups-greatest-friend/#.Um6pqZRgaq8