When you come up with an innovative idea — a new product, a new company or a new initiative — taking the leap into the unknown can feel like the hardest part. But, getting a new idea off the ground is only one step — launching it successfully and nurturing its evolution requires their own set of specific, actionable skills.

The first phase, assessment, helps you understand the context of the market and identify the skills you need to cultivate for success. In creating my company, The Latimer Group, this phase encompassed both pre-launch work — a year at a small management consulting group to better understand the field — and the first few years of my young company. Even as I put my idea into action, I was still questioning and refining, building my network and my skills.

After a few years of working alone, offering a solid if standard communication coaching course, I’d cultivated a steady, strong (but still limited) client base. I’d been taking stock of the field and continuously questioned the effectiveness of my workshops. I was ready to take the next step: to create a unique, customized value proposition for my clients and to make The Latimer Group stand out. Essentially, I was ready to refine my message. I was ready to tell a story that could make audiences care about what we were doing — and what we were doing differently.

Of course, setting yourself and your idea apart can feel overwhelming. As always, breaking it down into discrete parts can help. Think about approaching this phase in three steps:

1. Clarify your goals. What do you want to accomplish with your venture? What are the short-term needs and the long-term plans to take you there? Focus on a strategy that sets achievable steps along the way to real transformation.

2. Distinguish your value. What sets you and your idea apart from any other? A successful message will make potential clients see that you can provide something no one else can.

3. Invest in the resources you need. Whether this is raw material, additional employees or more capital, make sure that you are giving your idea the support it needs to flourish.