From Rebrand to Refounding: Why Tech Giants Are Reinventing Themselves

Several major tech companies are declaring a “refounding” moment. Firms like Airtable, Handshake, and Opendoor have made this announcement recently. The move signals a deep shift in strategy and culture.

This trend goes beyond a simple rebrand or product update. According to The New York Times, it is often tied to launching new AI products or changing core business models. The language evokes the high stakes of a company’s very beginning.

The “Refounding” Strategy in Action

Airtable announced its refounding in June. The company stated it was not just adding AI features to its platform. Instead, it treated the development as a complete reset.

Howie Liu, Airtable’s co-founder, spoke to The New York Times. He explained this was not a pivot away from failure. The company chose “the language of founding” because the emotional stakes felt identical.

For these companies, refounding is a cultural call to action. Handshake’s leadership explicitly linked it to reviving startup energy. This involves significant operational changes for employees.

Broader Impact on Culture and Operations

The refounding trend has direct consequences for workplace norms. Handshake’s chief marketing officer, Katherine Kelly, outlined the new expectations. The company asked staff to return to the office five days a week.

She cited the need for a meaningful pace of work to hit ambitious goals. This shift highlights how refounding is as much about internal culture as external product. It represents a push for renewed intensity and focus.

The strategy is a response to a fast-evolving tech landscape. Companies see AI as a force that demands a foundational rethink. Refounding allows them to signal a major transformation to investors, customers, and their own teams.

The wave of corporate “refounding” marks a strategic and cultural reset for the tech industry. It blends aggressive AI adoption with a return to startup-style urgency. This high-stakes reinvention will define the next chapter for these companies.

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What does “refounding” a company mean?

It means a company is declaring a fundamental reset, similar to starting over. This is often tied to a major new direction like AI. It is about changing culture and strategy, not just a rebrand.

Which companies have recently announced a refounding?

Airtable, Handshake, and Opendoor have all announced refounding moves. These announcements came in recent months. Each links the change to new business models or AI products.

How is refounding different from a pivot?

A pivot implies changing direction after a mistake or market shift. Refounding is portrayed as a proactive, foundational restart. Airtable’s CEO said the stakes feel the same as the original founding.

Does refounding change company culture?

Yes, it often directly impacts workplace culture and policies. Handshake tied its refounding to a return to office five days a week. The goal is to recapture the intensity and pace of a startup.

Why is AI linked to refounding?

Companies view AI as a transformative technology that demands a fresh foundation. Adding AI features isn’t enough. They believe it requires rebuilding their core offering and identity.