It started with a question I couldn’t answer about my own industry. Name ten security companies. Now describe what any of them actually stand for. Not what they sell. What they believe.
I drew a blank. And I’d been in the sector for years before founding DORIX.
That silence told me something. The access control industry has spent decades perfecting the engineering and forgetting the identity. Products got smarter. Brands didn’t exist.
When I started building DORIX, my instinct was to lead with the product.
Every engineer thinks that way. Get the technology right and the market will follow. But the market was already full of companies that got the technology right and still couldn’t explain why anyone should choose them over the next three names on a tender list.
So we made a different choice. We built the brand before we launched the product. It cost us months. It gave us something most competitors don’t have: a reason to be remembered.
The full article explores what that process looked like, what it cost, and the practical steps any founder in an industrial sector can take to stop competing on spec sheets alone.
Read it here:https://lnkd.in/emiurR-D
Ali Aydan: My latest thought piece is out on the Forbes Business Development Council.
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