When starting a new venture, the pathway to finding the critical gap in the market is rarely defined as one “aha” moment. Many aspiring entrepreneurs employ strategies such as defining the value-add in their respective industries, getting clear on company purpose and objectives, understanding their target audience, and evaluating market conditions and competition. Yes, there is always research to be conducted, but that’s not necessarily all there is to it. 

For Boston-based entrepreneur and activist Jordan Zaslow, sometimes it’s just about trusting your gut and taking the plunge. Prior to the pandemic, the former producer and director built a career in entertainment—with stints at media giants like E! Networks, Fox Broadcasting, Creative Artists Agency, Sony Pictures Entertainment, and Hearst Television—and is best known for her viral videos of social experiments that she created and directed in partnership with Ashton Kutcher and his company A Plus. She eventually founded her own production company after working with big-name partners like CVS, Disney, Procter & Gamble, Doctors Without Borders, and more. 

But when production was shut down in 2020 due to COVID, Zaslow found herself, like millions of others, looking for purpose—and she certainly found it. 

Fueled by a tumultuous U.S. election cycle that same year, along with rising social, economic, and political tensions, there was a collective spotlight and interest in taking action that would lead to greater change. With several high-level media and production heads out of work (and countless contacts at her disposal), Zaslow saw a unique opportunity to leverage their shared background in storytelling to support women running for office across the country. She began speaking to candidates first-hand and quickly learned how urgent the need was for support (a lesson for any aspiring entrepreneur to get out in the field to truly understand the need in the market).

“We got to see firsthand the obstacles that they were up against,” says Zaslow, highlighting the persistent misogyny, sexism, and double standards these candidates face in the political space. “We didn’t realize how emotionally taxing this is for women and how the support they need isn’t just financial—it’s often knowing that there’s a group that they can call if there’s a miscellaneous issue.” 

Together with a coalition of media professionals, Zaslow oversaw the creation of 75 pro bono campaign ads for women candidates across 18 states—including Cori Bush, Pat Timmons Goodson, and the entire Democratic slate of candidates running for Federal Office in West Virginia—and rallied thousands of people to join their coalition, all by the end of the 2020 election cycle. The success of her efforts and collective support led her to found Her Bold Move, an organization that is working to break glass ceilings and support women in politics (among them is Karen Bass, the recently appointed mayor of Los Angeles). Her Bold Move now has a coalition of several thousand people and has supported more than 140 candidates across 27 states to date. 

“The question of viability is often weighed very heavily when institutional endorsers are deciding whether or not to support a candidate,” says Zaslow. “We wanted to find a way to change the definition of a viable candidate and also change the outcome of elections so that candidates who were once not thought to be valuable might have a fighting chance.” 

Growing engagement and interest on social media further solidified the need and support for her organization’s mission. “A lot of Gen Z followers would reach out to us and ask how to get involved,” says Zaslow. Some users were even invited to the company’s weekly Zoom calls to learn more about what they were working on and see if there were opportunities to get involved. Social media can often act as a focus group to gain first-hand insight into what’s working, what needs improvement, and promote active participation with your brand’s network that will further your company’s mission and overall success. 

After successfully shifting industries and finding the critical gap in her own market, Zaslow shares four actionable tips for entrepreneurs looking to do the same.

1. Don’t wait until you know everything to make the jump

As women, we sometimes try to tread carefully and think that we need to have all of our research before we just dive in. We have this vision for how our career is going to be five or 10 years down the road. But if everyone who ever did anything important waited until they knew everything, nothing important would ever happen.

2. Resist the urge to prove yourself by "wearing all the hats" or doing everything yourself

Hire or collaborate with smart, talented people (who share your enthusiasm) and let them shine. [For example, in the beginning] raising money was completely foreign to me. We connected with a great fundraising firm that helps us with grassroots fundraising, and that was how we got off the ground. As soon as we had success with grassroots fundraising, everything else just kind of fell into place.

3. Be unapologetically honest when there are things you don't know 

People will respect the authenticity and be glad to help expand your knowledge. 

4. Trust your gut

While feedback and constructive criticism can be of enormous value, they can also trip you up. If you have a clear vision for what you're building, try not to let outside opinions slow you down.