Startup founders have to be careful not to use “build mode” to hide from “communicate mode.”
Here’s what happens. Many founders, especially for complex B2B products, are engineers, not advocates. They pour their heart and soul into development, but shy away from the spotlight.
But if you innovate in silence, you’re missing out. You need to be a clear and compelling advocate for why the problem you’re solving is a real pain point, and how your innovation addresses it in a way that’s never been done before.
Put it this way: if you innovate in the woods and nobody hears you, did you make an impact?
B2B innovation is hard because you’re dealing with executive decision-makers who need to be convinced to think differently. What challenges do they face? Why is disruption needed? Why trust a newcomer?
“Build mode” doesn’t help them hear the tree fall. What I’m calling “communicate mode” cuts through the silence.
Share your vision, your insights, and your unique approach.
Make a better future believable before you show that your solution enables it.
