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Due to the “War for Talents”, personal development in companies has become of utmost importance in recent years. In order to acquire high potentials, enterprises have to think about the essential reasons candidates take into consideration when choosing an employer and why an employee should stay with a company. This paper investigates the way personal development works in incubated startup companies. Nowadays, startups face challenges such as rapid growth, a dynamic organizational structure and the special needs of their employees. Therefore, it is likely that the functioning of personal development in startups differs heavily from how it works in established companies. Instead of off-the-job activities, startups rather focus on implementing a learning-culture, which stimulates individual growth. Based on qualitative expert interviews, this paper proves that personal development in startups is implicit and happens automatically.