Startups in B2B are justifiably very focused on being in “build mode.” But they shouldn’t lose sight of how to be in “communicate mode” as well.
Many founders are not even naturally inclined to be vocal advocates.
But when you’re innovating, you also have to be a clear voice on why the problem you are solving is a problem, and why the solution you are building addresses the problem in a new and better way.
If you innovate in silence, you lose the opportunity to lay the foundation for excitement. This foundation is especially important in complex B2B where you need executive decision-makers to think differently about the problems they have, enough to consider taking a risk on embracing a new disruptor.
