It’s the story as outdated as (industrial) time. Within the design/innovation world, not each nice consequence will carry its maker’s title. There are some notable exceptions. Corning is the broadly identified provider of ultradurable glass (Gorilla Glass) utilized in iPhones, for instance. And GORE-TEX is thought for premium outside gears’ breathable waterproof membrane, a cloth of alternative. However behind most each iconic resolution there are scores of silent companions like our personal, Chang Robotics, whose involvement could by no means be identified.
Herein lies the issue: How are you going to achieve recognition, construct authority, and appeal to new enterprise whereas honoring strict NDAs or white-label relationships?
I do know this problem keenly. We offer scores of organizations with game-changing automation. However how will the subsequent set of Fortune 500 CEOs contemplating new automation or reshoring know they need to speak to us?
We’re removed from alone. In 2022, there have been some 239,000 U.S. manufacturing organizations— engineering companies, product designers, and R&D labs. All however 4,177 have fewer than 500 workers. We comprise the legions whose design and manufacturing touches most merchandise we expertise, however whose names are seldom a part of the story.
Listed below are 5 methods to share the information about our achievements to permit us to scale:
1. Inform the story with out naming names
Probably the most efficient methods is to body your achievements by class, not by consumer. Fairly than revealing consumer names we describe the next:
- The sort of consumer: e.g., “a Fortune 100 healthcare machine producer” or “a number one North American meals and packaging supplier.”
- The problem solved: e.g., “We accelerated time-to-market by 42% for a brand new diagnostic platform.”
- The influence achieved: e.g., “We’re eliminating the usage of PFAs (ceaselessly chemical substances) in meals packaging.”
We are able to keep confidentiality whereas nonetheless showcasing credible and impactful tales. In some circumstances, we are able to present the world a bodily product in ultimate growth earlier than any branding is connected.
Generally after time passes and growth cycles are full, clients could also be keen to formally or unofficially acknowledge a companion’s position. Or they might enable the consumer to make use of them as a confidential reference, or title them as consumer should you don’t disclose confidential particulars of your work. Any of those strikes, particularly in combination, can pace your potential to realize the authority you deserve.
2. Personal your area experience by way of thought management
Even when you may’t title who you’re working with, you will be very clear about what you do and why it issues. Take each potential alternative to publish thought management stories that discover:
- Rising developments in your discipline
- Classes discovered from nameless challenge work
- Predictions about the place your phase is headed
Present this data in as particular and significant element as potential. We do that continuously by way of white papers and analysis stories concerning the industries and growth classes we contact. This technique positions your model as a go-to knowledgeable with out violating confidential floor. A few of your shoppers or potential shoppers could even be keen to take part within the white paper initiatives as sources.
3. Create your individual use circumstances
When you may’t communicate concerning the options you’ve constructed for others, think about constructing your individual. Create demo merchandise, idea movies, or “hypothetical” use circumstances that mirror real-world functions aligned with industries you’re concentrating on.
Or—taken to full fruition—underwrite and assist portfolio companies of your individual. We’ve stepped into this area, creating the Chang Robotics Fund, which has already invested in eight firms. It’s permitting us to scale in a number of vital methods:
1) We will be totally seen for our roles in every portfolio firm.
2) We are able to show the outcomes of our technical prowess.
3) Maybe most beneficial for us, some outcomes are based mostly on IP from our core workers. This offers them the chance to take part as fairness house owners of their initiatives whereas additionally having fun with the safety of their worker positions.
To a big diploma, this can be a mannequin the place everybody wins.
4. Acquire visibility by way of the suitable channels
In your effort to realize authority in your sector, deal with data channels that reward experience over promotional content material akin to:
- Contribute to main enterprise and commerce publications or communicate at business occasions. My participation within the Quick Firm Innovation Council is an instance of this.
- Use platforms like LinkedIn, X, and even TikTok to share experience and insights (not gross sales pitches) aligned with the vertical markets you serve. I can not emphasize the worth of those efforts sufficient, as they comprise a few of our most profitable achievements in driving new enterprise in 2025-2026.
These environments elevate your voice amongst friends and prospects while not having to self-promote or name-drop.
5. Associate with shoppers for joint wins
When your shoppers can publicly acknowledge your position, at the same time as a footnote, be able to draft joint case research, share in award functions, and coauthor technical papers or convention shows.
That is harder when shoppers are publicly traded organizations. However many consumers (and significantly main college shoppers and companions) are open to win-win mutual visibility. That is very true in technical fields the place peer credibility counts, and the tutorial analysis will be useful to your personal group as properly.
Ultimate phrases
Invisibility just isn’t inevitable. For ingredient manufacturers, strategic storytelling, anonymized case research, and constant thought management can earn you deserved consideration and credibility—even when your brand by no means seems on the field.
Matthew Chang is founder and principal engineer of Chang Robotics.
