“Who the hell are you?” It’s a question we often heard when calling New York City landlords upon first arriving here. Then, landlords were trying to understand how three guys from Texas had any business in New York’s commercial real estate market. Who we are has since changed, but as we expand our products, refine our goals, and hire new key team members, the question persists. The answer—for us and many other startups—is bound to change, especially in the early stages of a startup’s lifecycle. We’ve learned to handle this identity crisis so we can better understand our audience and what they want from us. Here are four ways you can take hold of your startup identity so you too can better serve your customers.
