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It all begins with an idea. In the branding business, people talk a lot about the “big idea.” But I say, “Forget the big idea, go for a small idea.” There’s a fundamental paradox of business ideas: the bigger the idea, the simpler and more focused it will be …

Where do your customers touch your brand? What is the experience like? How do prospects find out about you? What do they learn? Do you know? Apparently, geocaching has been identified as the biggest treasure hunt in the world.

As an entrepreneur, it’s easy to get so caught up …

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While building a relationship with an influencer, your focus should also be on building a community together with their content. If you choose your partner wisely, they’ll have a natural appeal to your customers, and you’ll have a natural appeal to their community: what they care about is …

An innovative late mover faces many of the same risks as a pioneer. Like a pioneer, an innovative late mover is offering something entirely new and untested. Consumers are unaware of the brand, but the late mover is entering a category in which it is likely to be judged by …

As an entrepreneur, you’ll have to change your business model to adapt to success, and frequently. If one plan isn’t working, you’ll have to scrap it and start over. Failure happens often, but can quickly turn into success with a little change. Very rarely does an entrepreneur …

Digital technology, including social media, presents many traps for the unwary, some of them legal, some more social or reputational, as I learned in the anecdote. In the digital publishing world, authors are increasingly expected to engage in their own marketing and publicity, often on their own dime. The technology …