FUD

Also called Fear, Uncertainty and Doubt

Fear, uncertainty, and doubt: negative or misleading information spread to make people wary of a competitor or technology. A tactic to slow a rival's momentum.

Why it matters

Startups face FUD from incumbents who cannot compete on merit, and may be tempted to spread it themselves. Knowing the tactic helps you counter it with clarity and proof rather than getting dragged into a mud fight.

For example

A struggling incumbent spreads doubt about a startup's security to slow its momentum, so the startup counters with proof and customer references.

Related terms

FOMO Positioning Objection Handling

Go deeper

See how founders actually handle this on Founder life, part of the Starting Up hub.

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