In launching a natural products startup and fostering its growth, one thing is certain: You will make mistakes. Every company, regardless of size, goofs up once in a while. But as a young entrepreneur with a small business, you have a distinctive advantage over the big guys: It’s a lot easier for you to react to misfires quickly and turn the ship in another direction. The trick is being attuned to these mistakes so you can correct them and, not only move on, but do something better, more disruptive.

Take it from Tyler Ricks, CMO and head of sales at Plum Organics, who’s helped a few major natural brands rebound from missteps and make a serious splash.