Management follows research.Marketing follows intuition.
Would you use a search site called Google, or would you prefer to use a search site with the Microsoft name?
Before the launch of Google, there would have been no question which site consumers would have preferred.
Research will always favor the existing brand. But the companies that begin and become gorillas of new markets are not-yet-brands, they are unknown start-ups.
Try explaining that to a board member from a large corporation when you are about to make a bold marketing maneuver. And while trying it, sit close to the exit. That's where you'll likely be told to make a swift departure.
Serial entrepreneurs live by intuition, that instinct learned from real world experience. They can see through the fog. Yet they are risk-takers without being reckless. From their marketing minds emerge the great start-ups.
That's hard for the big corporation trained manager to accept. Much too dangerous. And he is right, it is far too risky for him because he would be following intuition trained in established enterprises, educated with MBA lessons, and that is far too likely to lead him to make big errors in start-up marketing judgment decisions about new products, branding and strategy.
BOTTOM LINE: Your job is to have confidence following your intuition and learn how to sell your decisions to a reluctant board of directors of your start-up. It is easier with a board composed of start-up winning people. They know the power of intuition over research when making marketing decisions for new enterprises. They learned how, so can you. Make it part of your unfair advantage.
I wish you The Best on your Adventure!