You’ve built a product that everyone needs. The only problem? They just don’t know it yet. How do you convince potential clients to give you a try? On this episode of Zero to IPO, Floodgate co-founder Ann Miura-Ko and tEQuitable CEO and founder Lisa Gelobter discuss the importance of category creation, product market fit, and brand recognition. Ann also lends her expertise as a prominent investor to help Lisa strategize on how to buck fundraising trends, and steadily grow her business in an otherwise fast-paced industry. And we wouldn’t be relevant if we didn’t talk about impacts of the COVID-19 pandemic on the market and the economy, and the necessity of an “anti-fragile mentality” to thrive.