How do you create a company that can potentially solve one of the world’s most pressing problems? What is the route from one great idea to one thriving business? These are questions that inhabit every entrepreneur’s mind, and there are several paths one can take to achieve success.

I had the opportunity to dive deep into how Einride is building a new category and redesigning transportation as one of Slush’s speakers. Slush is an event devoted to disruptive minds and fostering new innovators.

During our chat, Norrsken VC’s General Partner Tove Larsson asked me to share advice with early-stage founders starting their entrepreneurial journey. If I could turn it into a list of ten tips, this would be it.

• Have a clear point of view. Define what your business is about, and trust yourself. You’ll often question yourself if you are on the right path. Always go with your instinct.

• Focus on the output. Make sure to create a process, but the delivery is key. Without it, a business won’t stand on its own. Never set a process that stands in the way of the output.

• Your idea must combine impact and business. The only way forward is to have a business case that will help prove your impact.

• Stick to your values. Know what you and your company are about, and don’t shy away from your core.

• Be authentic. Don’t underestimate the amount of energy you’ll have to put into your company. The journey will be much more fun if you’re passionate about what you do. If you lose that, your creativity and momentum will soon follow.

• Set the bar high. Be ambitious and create the path that will ultimately lead you to your vision. This means selling first and launching later. But launch it – you need to deliver, remember?

• The knowledge gap is a reality. If you try to sell something people aren’t ready for, they won’t buy it. You can help them get there. Your initial offer needs to push their sense of reality just enough for them to comprehend what the future holds.

• Design is your best tool to sell traction and accelerate the market’s maturity. It is strategic in allowing you to be well-positioned when the market is ready.

• Surround yourself with people you respect and admire, and ensure every team is working toward the same goal.

• Take advice with a grain of salt! When you’re starting, you need to create your own path. Remember to filter what you hear and skip what doesn’t fit your journey. In the end, you’re the one who’ll have to deal with what comes next.

Linnéa Kornehed Falck

CMO, Deputy CEO and Founder at Einride