You’ve poured your heart and soul into perfecting a delicious organic nutrition bar. But since you can’t score a patent for rolled oats, raw honey or organic apricot chunks, a similar product may pop up on store shelves—if one’s not already there. So what will make natural shoppers select your brand over the other guy? Ben Lee, director of business development at CircleUp, says that when charting your entrepreneurial course, you should look beyond your product. That’s right. Listen to Lee’s expert tips for luring today’s health- and mission-minded consumers.