The Importance of “Yes, If”

Entrepreneurs don’t always have to be risk takers, says Ryan Petersen, CEO and founder of Flexport. Studying the market can help ensure there’s a need for your product, and teach you what problems your customers are facing. Petersen spent 3 years learning about the heavily regulated shipping industry before launching Flexport in 2013, and built an understanding of how important customers saying “yes, if,” would be to the success of his company.