Are you starting your own business? Already going it alone? Over the next month or so, ninetyninehats.com is the place to come for all things new biz.
We’ll start with the basics: What do you really need to get started? And what might hold you back from realizing your biggest dreams? Next, the home office set up. Cuz trust me, if you’re [...]
The biggest business mistake I ever made involved a 12-foot video wall, a collection of animated short films and dancing man parts. In a children’s store. Behind the cash wrap. Where it played for two weeks before anyone noticed.
What this now legendary blunder taught me was to have a sense of humor about business mistakes. It also taught me [...]
Vanilla ice cream has its own brand story.
Given the choice of any flavor in a cooler filled with ice cream of every imaginable taste profile, the number one choice is still vanilla.* Vanilla’s brand story is honest and straightforward, complex and subtle, and totally true to itself. It makes no apologies and compares itself to nothing. It is [...]
I’ll bet you know someone who says with complete confidence:
I don’t need a target customer. My customer is everyone who _____.
Ah . . . but it doesn’t matter if your customer is everyone who golfs, everyone who reads, or even everyone who eats. You need a focused target customer strategy so you can avoid weak brand messaging and tak [...]