In our conversations with corporate leaders, we frequently hear, “We’re not ready yet” when it comes to cultivating mindshare for their company. Unless the company is operating in stealth mode – which is a legitimate but temporary condition – this is nonsense.

Mindshare is critical to propel and achieve goals at each stage of a company’s lifecycle from launch to growth to exit. (Read how mindshare drives next level outcomes)

• If your company is launching as a start-up, you need mindshare.
• If your company is commercializing a new product or service, you need mindshare.
• If your company wants to double revenue this year, you need mindshare.
• If your company plans to grow its channel partners, you need mindshare.
• If your company wishes to recruit top talent, you need mindshare.
• If your company seeks to get acquired or sell off a division, you need mindshare.

Mindshare influences what prospects, customers, partners, employees, job seekers, investors, media, analysts, competitors and other influencers think and believe about your company including the products and services. (Read about what mindshare is)

Admittedly, corporate leaders often confuse mindshare with marketing and, therefore, have a valid reason to hesitate on committing budget. After all, many leaders have been burned by investments in marketing that fails to move the needle in a meaningful way to achieve business objectives. (Read why companies should add a Chief Mindshare Officer to the C-Suite)

Mindshare is not marketing. But it does get executed by marketing as well as other company stakeholders including the leadership team, sales and business development, service and support, and more.

Bottom line: if you’re ready to execute your go-to-market strategy, you’re ready for mindshare. In fact, even if you’re not ready to commercialize a product or service, you’re ready for mindshare to prime the pump. And if you’re ready to build a sales team or channel, you’re absolutely ready for mindshare to help open doors.

Put another way, if you don’t commit create your positive mindshare, others will be more than ready to create negative mindshare for your company.