Skip to Content

How to teach your customer


The customer isn’t always right. As the founder and CEO of Beyond Meat, Ethan Brown has spent years navigating misconceptions about plant-based foods. But smart entrepreneurs listen instead of arguing. Only by obsessing over what customers say they want has Brown been able to create a product that succeeds in the marketplace. What every entrepreneur should learn: You must first build trust from customers, making sure they feel heard, before you can educate them about the value of your innovation.

“Beyond Meat has been built by the consumer. We’ve certainly listened to them – and I wanted them to be a part of it”

— Ethan Brown
About the guest:

Ethan Brown is the founder and CEO of Beyond Meat. He is a Henry Crown Fellow at the Aspen Institute and, along with Beyond Meat, is the recipient of the United Nation’s highest environmental accolade, Champion of the Earth. Ethan has an MBA from Columbia University, an MPP with a focus on Environment from the University of Maryland, and a BA in History and Government from Connecticut College.

About the host:

Reid Hoffman is the host of Masters of Scale. A Silicon Valley entrepreneur and investor, he’s known for his spot-on insights on how to scale a startup. He’s a partner at Greylock and co-founder of LinkedIn, and co-author of the best-selling Blitzscaling and The Startup of You.

Also featured in this episode:

Chris Paul is a professional basketball player for the National Basketball Association. The 2020-2021 season marks Paul’s sixteenth season in the NBA. Originally drafted…

Listen to your customers, even when what they want is inconvenient, or inconsistent, or even wrong. Track their point of view and let them know you’re listening.

Transcript of Masters of Scale: How to teach your customer
Masters of Scale’s mission is to democratize entrepreneurship. Launched in 2017 as a weekly podcast featuring Reid Hoffman, we’re now two weekly podcasts — Masters of Scale with Reid Hoffman, and Masters of Scale: Rapid Response, hosted by Bob Safian — as well as an award-winning daily learning app, a best-selling book, virtual and live events, and more, serving a global community of founders, funders, and leaders looking to innovate at scale.
Sign up for our weekly newsletter