Entrepreneurs Preferred
June 28th, 2011 | Published in Brand Marketing
As a three time entrepreneur, two service businesses and one product, I can attest to the at times insurmountable challenges that this journey provides. For every small up there can be an equal or exponential down. The emotional exhaustion, financial insecurity, and overwhelming responsibility can derail the best of us. For those that have made this choice and stuck by it amongst adversity, I applaud you.
These insatiable believers I also guarantee will be the most insightful and effective to drive your business. They understand the importance of competitive differentiation, product/service distinction, and target engagement. They view the opportunity as one needing a financial return, not just vague deliverables that end in large consulting fees without actionable plans.
In my own world of branding and marketing, we often focus on emotional takeaway and long-term equity development. An understanding of business operations and sales/product life cycles becomes that much more heightened in this arena. Many strategist don’t intrinsically connect branding and communications with the DNA of the company, often creating a large divide between those marketing the business and those managing it.
The next time you hire an advertising agency or marketing professional make entrepreneurial experience a mandatory. You may not see how their widget making is relevant to your technology outsourcing conglomerate, but your bottom line will.
