I recently had a major issue with a product I’d purchased. The timing couldn’t have been worse, so I was frustrated. I tried to solve the problem myself, but I failed. I wanted to avoid calling the company’s customer service, but in the end it was the only option left.

The agent had a great attitude and was knowledgeable. He listened with the intent of understanding my situation, and he made sure we agreed about what problem we were solving. He set clear expectations: he told me he’d do everything he could but that there was a fifty percent chance, at best, that he could resolve the issue. He tried various tactics to resolve the problem. We got close, but it turned out to be impossible.

I found out this company stands behind its products and will do everything in its power to make my experience positive, and that goes a long way with me. Its rep turned a negative situation into an opportunity to reinforce its brand by giving amazingly good service. They’ll be at the top of my list the next time I need to purchase something.

Early-stage founders can learn from this. People don’t remember problems; they remember how you resolve them (or try to). This is true of customers, employees, investors—everyone who’s watching. Every company has issues, but not every company deals with them in a way that leaves a positive impression.

Founders, when you hit a snag, consider it an opportunity to set yourself apart from the competition and turn people into advocates.