> One of the hardest parts of doing a startup is talking with non-founders about what you do .. it's so easy to say "I work at Google" or "I'm in med school".
Is it really hard to say "I founded and run a business which does <X>"? I mean, its more words than "I work for <foo>", but its not really that much more complex of an idea, or unfamiliar to most speakers and listeners.