Is your startup in need of a dramatic rebirth? It’s a question more founders are asking themselves—and answering with a resounding 'yes.' In a surprising trend, companies like Airtable, Handshake, and Opendoor have recently declared they’re hitting the reset button, a move they’re calling ‘refounding.’ But here’s where it gets controversial: is this a genuine reinvention or just a buzzy rebranding? As reported by The New York Times (https://www.nytimes.com/2025/12/06/business/refounding-startups-ai.html), these refounding announcements often coincide with the launch of AI-driven products or shifts in business models, raising eyebrows about their true purpose.
Take Airtable, for instance. In June, the company declared it wasn’t just tacking on AI features—it was treating the integration as a ‘refounding moment.’ Co-founder and CEO Howie Liu insists this isn’t a pivot, explaining, ‘It’s not about correcting a mistake but about embracing a new chapter with the same urgency as our founding days.’ The company even debated calling it a relaunch or transformation but settled on ‘refounding’ because, as Liu puts it, ‘the stakes feel the same.’
But this isn’t just about shiny new tech or marketing jargon. Handshake’s chief marketing officer, Katherine Kelly, reveals a deeper cultural shift: ‘We’re bringing startup energy back into an established business.’ And this is the part most people miss—it’s not all innovation and excitement. Kelly admits employees are now required to work five days a week in the office, with longer hours to meet ambitious goals. It’s a stark reminder that refounding often demands sacrifice.
So, is refounding the ultimate solution for struggling startups, or is it just a flashy way to repackage old problems? As more companies jump on this trend, it’s worth asking: What does it truly take to reinvent a business, and at what cost? Let’s debate—do you think refounding is a genuine strategy for growth, or just a clever PR move? Share your thoughts in the comments!
