10 Growth Strategies from Inc. 500 CEOs

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Perform outside research

"We started the company to reset the mentality of how people think about videogaming," says Brett Lovelady, CEO of Astro Gaming, which sells stylish videogame accessories for game enthusiasts. Lovelady, who founded the company, wanted to separate his brand from the other big gaming accessory companies, which only delivered minimalist solutions, by creating chic and authentic accessories that enhance the overall gaming experience. "We really looked outside to understand consumers and consumer markets," he says. "We looked at anything that didn't have to do with technology: sporting goods, toys, housewares—anything that was more pure design, and then we layered back in technology over the years. That change in perspective allowed us to see what people want and help us understand who we're developing, designing, and defining products for."