Your whole mindset is wrong. Think of it from the perspective of people you are cold calling. They arent engineers, all they see is the finished app or website. They just want somwthing that works. When you buy laundry detergent, do you care about the active ingredient or how it was produced? All you care about is does it clean your clothes. These are small companies not looking to scale, so good engineering doesnt l…
And this also separates what people call "startups" from small companies. All startups start out as small companies, but they don't comprise all small companies. They look and follow the value that will require them to grow.
I think, indeed, that a company must value engineering if they want to grow really big. If they don't, then engineering/tech is not made a priority.