Focus on a Hesitant Customer

Ritu Narayan, Zūm

When an early potential customer is hesitant, frame it as an opportunity to solve their problems rather than an excuse to walk away. If you push past the initial obstacles, explains Z_m founder and CEO Ritu Narayan, you can end up with a much more useful and scalable product. She demonstrates how persevering with a single potential client revealed an underserved market that transformed Z_m’s business model.