The recent Supreme Court ruling on Aereo, the internet TV start-up, was another in a string of challenges for companies whose business plans make regulators quiver. AirBnB, Uber, Tesla and Lyft are lining up to offer better options than those already available in their respective industries.

These companies have been tremendously successful. No doubt most of them provide better services than their more established competitors and they continue to be in high demand, despite the string of lawsuits and repetitive bad press that accompanies them.

So how do they do it?

  1. They continue to offer a high-quality service
    • This is most important. They’re high scrutinized and as soon as their service starts slipping, consumers will move on to the next thing.
  2. They remain in high demand
    • They know their customers and know what they’re looking for. People are always going to take cabs, but are always looking for a cheaper or nicer way of getting around.
  3. They stick to what they’re good at
    • They’ve mastered their craft and know better than to try to get too fancy or do too much. That’s always a recipe for losing customers.  
  4. They stay on message
    • They know the importance of directing the message back to what they do and how well they do it.
  5. They’ve ridden a wave of anti-regulation
    • People are frustrated with their current service providers and are more willing to take a chance on a less-established company.