Tune out the industry naysayers and lean into solving your target market's pain points. When you're a brand disruptor who aims to provide innovative solutions in an established "business as usual" marketplace, your company and its leadership are bound to ruffle some feathers. To overcome any negativity, continue to stay above the fray and let the data speak for itself. By proactively educating the underserved market of consumers and staying truthful about your business intentions, you'll mobilize a community of ambassadors in no time, who are willing to support your organization's potential and share their personal testimonials. As you begin to strengthen your client base, remember to put their needs first. But it's also imperative to build bridges by keeping your competitors even closer. At the end of the day, feedback, whether good or bad, fuels inspiration and innovation. This puts your company in a much better position to address concerns, defend its own progress, and defeat the status quo mentality of other colleagues in the field. Below, 16 Fast Company Executive Board members share tips to maintain your clients' confidence in your new establishment and develop loyal partnerships that will last a lifetime.
In the long-term, I believe creating a better environment in which to live is the best way to create the best environment for doing business.
Gradient’s mission is to cool the world by transforming every home to be more comfortable and healthy for the people who inhabit it — without compromising the environment. Today, heating and cooling equipment emits more greenhouse gas emissions than the entire transportation sector, and expansion in the use of cooling is projected to double these emissions in the next 30 years. However, comfortable buildings are critical for health and productivity, especially among communities that are vulnerable to the effects of climate change. Gradient’s vision is a future where everyone has access to comfortable buildings that are fully decarbonized. Our launch product is a direct-to-consumer high-efficiency and low-carbon heat pump.