It are the first followers that sparks a life into a new start up
Like the dancing guy, a start up has its own ideas on how to change its environment. But next to the dancing guy you need first followers to start a movement. They are the ones who positively refer you to others and adopt your concept.
Start ups are mostly created from a desire to add value to society. However, the challenge for a start up is to get notified by the mass or desired niche and get them excited about using your product (it took Twitter 2 years before it got notified by the mass). That is where the first movers come in and it is really important for a start up to invest in. They are the ones (people as companies or governments) who act as ambassadors for the start up and are willing to positively refer you to others. Like the ones who the crazy ideas, it are the first movers who light a spark of life in the new start up