Startups: Here’s How to Work with the Midwest’s Corporate Titans

Let’s be honest: the phrase “corporate innovation” gets thrown around a lot. Especially in the Midwest, where Fortune 500 headquarters, family-owned manufacturers, and global industrial players make up the backbone of the economy. But here, it also means something else: legacy companies are under pressure to evolve, without losing what made them great to begin with.

In Chicago and across the region, longstanding industries are actively seeking reinvention, from mobility to logistics, food to finance. And behind every major brand is a leadership team grappling with the same challenge: how do we stay relevant for the next 10, 20, 50 years?

What does this existential challenge mean for startup founders? 

There’s real money, real problems, and real scale potential here for those who know how to work with the right corporate partners. 

At TechNexus, we bridge this gap every day. From advanced audio tech with Shure, to electrified RVs with THOR Industries, to marine platforms with Brunswick Corporation. We create the venture ecosystem for these companies to quietly reinvent themselves. But they can’t do it alone, and that’s where you come in. Here’s what startup founders need to know to make corporate partnerships actually work in this region…and beyond.

What Entrepreneurs Bring to the Table

1. A New Perspective

Show them what they can’t see from the 20th floor of HQ.

These companies are experts in their industry, but they’ve often been staring at the same problem for decades. You, on the other hand, bring proximity to change. You see different customers and you move faster. You aren’t locked into “the way it’s always been done” thinking.

Put it into action:

- Incite a little FOMO and use your early traction as a case study: “Here’s what a challenger brand in Industry X is doing with our solution. What might it mean for your portfolio?”

- Share signals from your vantage point on the edge: “We’re seeing X behavior now that’s going to affect your Y line of business in 18 months.”

These aren’t performative partnerships. Midwest leaders want substance. Show them where the market is going, but back it with respect for where they’ve already been.

2. Measured Acceleration

Big results start with small, de-risked moves.

You don’t need to land a master services agreement out of the gate. In fact, going after that outcome from the start will most likely kill your deal. Instead, propose something scoped and scrappy that proves your value while minimizing the red tape.

Put it into action:

- Get specific: “Let’s do a 30-day pilot with one warehouse location or one business unit. Here’s how we’ll measure success.”

- Get ahead of a “red tape” blocker: “We can run the POC by standing it up outside your complex IT infrastructure so it doesn’t mess with your compliance stack.”

Global corporations have built their reputation on precision, consistency, and decades of trust with customers, regulators, and partners. You don’t win them over by trying to tear it all down. You earn their confidence by demonstrating that you understand what’s already working and where there’s room to move.

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Respect the legacy. Learn the loops. Show results. That’s how you earn trust in the Midwest.

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3. Connective Tissue

Bridge the silos and build an ecosystem around your partnership.

Midwest companies tend to operate with excellence. But inside, functions are often siloed. That’s not a bug; it’s by design, and that's how they got so big in the first place. You can create an extraordinary impact by helping to connect the dots between teams, between initiatives, and between companies.

Put it into action:

- Get curious about stakeholder mapping. Ask your champion: “Who else internally cares about this problem?”

- Show them more: “This data doesn’t just help operations, it can inform your sustainability reporting and workforce planning. Here’s how.”

- Be collaborative: “I can introduce you to another startup solving a piece of the puzzle. Would a three-way conversation help you get a better view of the bigger picture?”

- Learn from others: “We’ve seen similar dynamics in a related engagement, and while every org is different, happy to share what we’ve learned if that’s useful context.”

Being the connective tissue is relationship-first territory. If you help your internal champion look good, by making their job easier, more effective, and more strategic, you’ll have an ally for the long haul.

Don’t contort yourself to look like a vendor, because you’re not. 

You’re a leader with a valuable POV, a team that ships fast, and foresight into what’s coming next. Midwest partnerships take time, but they can go deep and far. They’re built on trust, respect, and mutual upside.

If you’re a founder building a solution in sectors like manufacturing, mobility, energy, insurance, logistics, or healthcare, you can’t afford to overlook the corporate allies in your own backyard. Just don’t show up pitching a solution in search of a problem. Show up as a partner who gets it.

Give them what they want:

- A new lens

- A faster track

- A better way to connect

And in return? You’ll get what you need:

- Access

- Credibility

- Growth at scale

Madelyn Rutter is currently the Senior Director of Collaboration at TechNexus Venture Collaborative, and a Midwest-born leader and community builder who thrives at the intersection of innovation, brand, and collaboration. She brings a rare blend of entrepreneurial grit and corporate fluency.  Connecting ideas, people, and industries in ways that unlock new growth. Known for sparking collaboration that sticks and making big ideas feel doable.

TechNexus is a Venture Collaborative, an investment and innovation platform that builds and scales high-growth businesses by bridging corporate capital, startup ecosystems, and industry transformation. Through corporate joint ventures, venture capital funds, and hands-on venture building, we unlock new markets, accelerate growth, and create lasting value for corporations, investors, and founders alike.