Some time ago we were brought in to work with a mid-sized B2B SaaS company and their CEO, let’s call him Jim. Jim had a big personality, and if he was in the room, you knew it. Everything he or his company did was "the best." The company had achieved some initial growth by tapping into Jim’s network, and their product was well-received by early customers. But when it came time to scale, growth stalled.They expanded their sales team and invested some money in marketing, but growth was hard. Worse yet, a new competitor was getting noticed, and Jim was frustrated. “We have a great product. Why don’t they care?” he asked.Here’s the hard truth: No one cares about your business… unless you give them a reason to.The Reality Check Many Companies Need: Most CEOs are deeply passionate about their companies and because of this, they think other people will care as well. But the truth is, most people don’t think about your company at all. They don’t care if it thrives or dies — unless you earn their care.People don’t like or dislike your company; they’re simply indifferent.Your business is just like any other, unless you deliver undeniable value or build an emotional connection.If you can’t get people to care, you will be ignored.Many companies worry about being liked or disliked, but being ignored is far worse. Research shows that for growth and retention, the biggest threat isn’t being disliked — it’s being ignored.Is your company acting like people care already or does it know that care must be earned?  When companies approach prospects as if they care, they think:- The value they offer through their product or content is enough- People will be convinced to buy with one more email, call or ad - Their product features are what they should lead with- Relationships within the industry, customers and prospects aren’t necessaryThis misperception is what caused Jim’s company to struggle to grow. - Their existing customers valued the product, but it was in the “nice to have” category, not “must-have”- The company wasn’t creating any content that provided actual value to prospects or demonstrated expertise- Their marketing materials just talked about their product features and didn’t address prospect needs (and they wouldn’t add pricing to the website)- Demand gen tactics were ineffective and they tried to force people into the funnel- They lacked focus on relationships with partners and within the industryHere’s How to Earn Their Care:- Deliver value that’s impossible to overlook.- Create emotional connections.- Build relationships.Remember, the world doesn’t care about your business — but that’s your opportunity to make them care. Go beyond the ordinary. Deliver extraordinary value. Make an impact. Don’t let them ignore you.