Photo: Jeff Zwelling
Today’s advice comes from our interview with Jeff Zwelling, serial entrepreneur and CEO of Convertro, a data tracking company:“The best businesses where there is some kind of structural hindrance, are the ones that step back and say, we know what we want to do, we know what the right thing is to do, but how can we frame this or massage it in a way in which multiple constituents can actually benefit economically and immediately? And how do I, create economic value for people who are structurally opposed to what I’m trying to do?”
Zwelling is the CEO of Convertro but also successfully launched Echosign, the first electronic signature tool, as well as YLighting, a lighting company that developed the technologies used at Convertro. Zwelling has mastered taking a problem that arises at his current company, and launching its solution into a new stand-alone company. He attributes much of his success to overcoming “structural” hindrances and taking all parties into account.
He says the best way to puncture your idea in an industry that presents structural limitations is to step back and see how things are currently done and frame your solution in a way that appeals to people as a more beneficial way of doing things. In order to do this, you need to be aware of what matters to the people you are targeting. This makes all the difference because it makes them realise that your idea is worth their time right away.
“You just have to find something that matters to them, that is in line with what they need and what they care about. And do whatever you can to meet that need.”
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