One of the great and terrible things about starting a start up is that you get no credit for trying.
... fire fast when it's not working. It's better for the company, it's also better for the employee.
Set a clear, easy-to-understand vision for your company, and make it be a mission people believe in.
Remember that you are more likely to die because you execute badly than get crushed by a competitor.
One thing I tell startups all the time is that the best way to grow is to make their product better.