Theranos is an interesting case. Benedict Evans tweeted something interesting the other week [0], how Theranos, unlike virtually every other Silicon Valley startups, was very East Coast in style. Particularly with its board full of old, famous politicians and DC figures like Kissinger and General Mattis.
I didn't really hear much about it until the WSJ blowup, but my perception was that Theranos wasn't in whatever scene that other startups are in when they get coverage from TechCrunch, etc. I know Tim Draper was an early VC backer (his daughter was childhood friends with Elizabeth Holmes), but did other Silicon VC know much about Theranos?
I know Theranos did end up getting TechCrunch-west-coast-style coverage (I mean, before WSJ blew it up). But I'm pretty sure that its very first press splashes were with the Wall Street Journal in Sept. 2013 [1] and then the New Yorker in Dec. 2014 [2].
The WSJ article was very interesting. Not just because it's ironic, given that a WSJ investigative reporter would be taking Theranos down. But because of the setup. It was weekend interview feature assigned to a Pulitzer Prize-winning editorial board member. And, unlike the New Yorker piece, was almost entirely a puff piece. Interestingly enough, though, the author describes the experience of having blood drawn via the fingerstick/nanotainer setup (i.e. the tech Theranos was aiming for).
Having your first public splash in the WSJ Weekend Magazine seems like a very East Coast thing. Amusingly, when Theranos was burning down, it was revealed that Rupert Murdoch had a $125 million stake in Theranos [3]. Which probably explains the WSJ puff piece, since Murdoch owns the WSJ.
This is all to say that Theranos's early years as a startup seems to have been much different culturally than the usual Bay Area startup. I wonder how Theranos would've fared or been different if it had operated like a highly-funded SV startup (Color, Clinkle, or any other high-funded startup that didn't die out) with the same hype and attention.
[0] https://twitter.com/BenedictEvans/status/972501945813381122
[1] http://archive.is/8dfJ7
[2] https://www.newyorker.com/magazine/2014/12/15/blood-simpler
[3] https://www.bizjournals.com/sanjose/news/2017/03/24/rupert-m...