Mark Vadon of Zulily which is worth $4.5 billion and which has made him a billionaire talked about being a low profile company.  In a recent interview, he says fast growing startups should avoid the limelight.

Per Vadon, there’s no point in creating a lot of fanfare and attracting competitors if you are killing it. Just focus on customers and not the vanity of being in the Wall Street Journal, TechCrunch, etc (unless that is where your customers are).

With all the success theater and startups focused on optics, it’s good to see this reminder.