Public Relations & Social Marketing Insight

For companies like Zenefits, the very name unicorn–a venture-backed private company sporting a valuation above $1 billion–carries irony. The term derives from historic rarity: the idea that an eBay or a Google or a Facebook is a kind of magical occurrence, one that single-handedly turns a portfolio into a blockbuster, a venture capitalist into a superstar. Now it’s a downright common benchmark and one that’s invoked with a sense of dread as their numbers grow. We count 140 unicorns globally, up from 75 at the end of last year. Most are U.S. firms, but it seems like a new one is minted every week or two in China or India.

Unicorns, critics say, represent the next risk bubble: so many largely unprofitable firms lacking in rigorous auditing or public disclosures. “We may be nearing the end of a cycle where growth is valued more than profitability,” veteran venture capitalist Bill Gurley of Benchmark tweeted in August. “It could be at an inflection point.” Skeptics point to the mediocre post-IPO performance of former unicorns Pure Storage and Box as evidence that the chickens have come home to roost. Reports of startups with unworkable business models surface with increasing frequency....