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Every business wants to bring innovative ideas to the table. But if these ideas don’t serve the customers that they are selling to, the products won’t move. Brand loyalty only goes so far when customers are looking for solutions to their problems. When a business neglects customers, it createsvanity products that impress itself. But impressive ideas will eventually reach a profit cap when launched without respect to real customer needs.

Entrepreneurs are innovators at heart—but often they must be managers too. Business owners who are put into a managerial role have to wear an additional hat that requires constant evaluation, adjustment and innovation. Even the brightest and the boldest team is lost without a leader to work with them and guide them through the challenges.

In history’s most compelling stories, the unexpected hero often wins the day. We can all relate to the underdog. But the middle of the story–whether ours or someone else’s, usually makes us dreadfully uncomfortable.Waiting for resolution, we can become anxious, fearful and eager to fast-forward to the conclusion of the story. We need our character to overcome.I have felt all of these things and more as I worked to establish Equator as a viable company.

Most of us have experienced failureon some level in our lives. One must realize that challenges and difficulties will abound—and few are immune to their grasping reach. However, when challenges arise in business and in life, we all have the same choice: to become overwhelmed and defeated, or get up, push through and move on.

Ideas are nothing more than fleeting thoughts until you actualize them into scalable, real-world products. A simple idea can become the springboard of a flourishing brand, but first you must get the product into the consumer’s hands.

Technology and innovation creates a more accessible world. And greater connecton and accessibility means your perfect business partnercould be across the world. But in order to create and enjoy a harmonious business relationship, you must be willilng to step out of your comfort zone. Experiencing how other cultures conduct businessand do life bridges gaps and differences, and builds trust.

The first customer is a milestone for any business. And although I’m a firm believer that every customer is equally important, Equator Appliance’s first client holds a special place in my heart. Here’s how one customer’s leap of faith helped Equator transition from a one-man staff (just me!) to a successful global business.

Last week, I traveled to Indiana for a product training session. Before I started my presentation, I already knew I had a big hurdle to overcome: most of the sales managers in the audience also carried my competitors’ products. I was the underdog, and I knew I had to gain their trust. How do you gain the trust of customers in a business setting?

This week, I took my annual business trip to Los Angeles. I love visiting the City of Angels, and have been going there each spring for the last decade to attend the United Stores trade show. This time around, I was also visiting a new distributor to close a very big deal for Equator Advanced Appliances.