You're at a cocktail party. It's Friday night and the end of a brutal work week. The buzz from today's 6th coffee is wearing off. At this point you just want a boozy drink. Straw mandatory, umbrella optional. As you take your first sip, a guy in his early 30's joins you at the bar. Enter painful small-talk:

Guy: "So what do you do?"

You: "Oh, I run a tech start-up, we develop apps."

Guy: "Really? What's your niche?"

You: Awkward silence …

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