Between Dazzle and Delivery: Should Startups Chase the CES Spotlight or Build in the Shadows?

Every January, countless tech enthusiasts descend upon CES (the Consumer Electronics Show) to feast their eyes on what’s next. Big corporations roll out dazzling prototypes—holographic displays, AI-driven wearables, self-driving contraptions—all flanked by dramatic music and slick presentations. It’s the closest thing the tech world has to a circus under neon lights: impressive, enthralling, and—more often than not—gone with barely a trace once the spotlight shifts. Why? Because for many of these giants, the real goal is to generate headlines, reassure shareholders, and overshadow competitors. If the prototype never becomes a mass-market product, well, it’s just another footnote in the annals of CES hype.

But let’s talk about the folks who don’t have the luxury of spinning ephemeral visions: startups. Should they replicate the same “look-at-me” theatrics? After all, drawing attention early could be the difference between securing a round of funding or fading into oblivion. On the other hand, hype without substance can quickly become a death knell for a nascent venture. While a multinational can laugh off a failed prototype as a mere R&D experiment, a startup might blow half its runway perfecting a smoke-and-mirrors demonstration—only to discover that the market never asked for the thing it’s built.

Then again, there’s that undeniable allure of standing in front of a massive CES crowd or snagging headlines in January. Maybe you have a promising concept, but you’re not 100 percent there yet—should you “fake it till you make it?” Some would say yes, especially in industries that move at breakneck speed. A big reveal could attract partnerships, spark pilot programs, or drum up the investor interest you’ve been courting. Sometimes, faking it responsibly can be just enough to catapult you into “we made it” territory.

On the flip side, plenty of founders swear by stealth mode: quietly iterating, validating, and perfecting behind the scenes. They prefer smaller-scale tests with real users before they even think about unleashing a bombastic demo on the world. It might be less glamorous than a big booth at CES, but it keeps them focused on core problems and less prone to building for applause rather than need.

Ultimately, there’s no universal recipe. Some startups thrive on an audacious debut—especially if they truly have something innovative to show the world, even if it’s 80 percent complete. Others succeed by shunning spectacle until they’re certain they can deliver. One thing is for sure: the marketplace is littered with head-turning prototypes that never saw the light of day. If you’re prepared to blow your trumpet, just be ready for the inevitable question: “When can we buy it?” If your answer is less certain than your onstage swagger, that’s where trouble begins. Then again, if hype is the rocket fuel you need to reach orbit, go for it—just remember that after takeoff, you’ll actually have to fly.

Read more about my experience: CES 2018 Review – A Startup in a Land of Corporations