Just like elevators, your startup can go up or down. In fact, it’s such an amazing feeling that it’s hard to imagine that things could ever go poorly again. But as someone who has been on both sides of this coin, I can tell you firsthand: Just like elevators, your startup can go up or down. Sucked In Back in the mid-1990s, I started a venture with little more than a few employees and an idea. We could, however, deliver these shows to doctors who had computers capable of receiving the signals.