Ever wondered how to create a contagious brand or the art of bootstrapping? How about mastering the perfect pitch or the secrets of successful partnerships? Want to know what it takes to build a meaningful business and effectively manage relationships with investors and board members? Dive into this guide that covers everything from positioning to rainmaking, offering insights from industry giants like Apple and Amazon. Explore the key principles of entrepreneurial success and learn how to navigate the tumultuous journey of entrepreneurship with a clearer vision and stronger resolve.

The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything

Starting a business isn't about money, power, or prestige—it's about making a meaningful impact. This philosophy, inspired by John Doerr, a prominent venture capitalist, is the cornerstone of any successful venture. Take Apple's early days: their mission wasn't just to build computers but to beat IBM and later Microsoft, which drove their passion and innovation.

Follow these five crucial steps before starting a business:

1. Make Meaning: 
The essence of starting a venture is to create a product or service that makes the world a better place. Whether increasing the quality of life, righting a wrong, or preventing the end of something good, the drive to make meaning is a powerful motivator. If your organization didn't exist, how would the world be worse off? Answering this can guide your mission.

2. Make Mantra: 
Forget long, forgettable mission statements. Focus instead on a mantra—a short, memorable phrase like Nike's "Authentic athletic performance" or Disney's "Fun family entertainment." These mantras set a clear, inspiring direction for your team and are easy to remember and act upon.

3. Get Going: 
Start building your product or service without overthinking. Crafting a perfect business plan or pitch can come later. Jeff Bezos didn't start Amazon with a modest goal; he aimed to list millions of titles online, far beyond what physical bookstores offered. Prototyping is crucial—launch quickly, get feedback, and iterate.

4. Define Your Business Model: 
Who has your money in their pockets, and how will you get it? Focus on specifics and simplicity. Look at eBay: "It charges a listing fee plus a commission." That clarity in your business model is essential. 

5. Weave a MAT (Milestones, Assumptions, Tasks):
Identify key milestones like proving your concept, completing design specs, and achieving breakeven. Track your assumptions about market size, product performance, and sales cycles. Finally, list tasks like renting office space and setting up accounting systems to ensure nothing falls through the cracks.

Creating something new within a big company poses unique challenges, but it’s possible, as the Macintosh Division at Apple demonstrated. Key strategies include putting the company first, staying under the radar, and finding a godfather figure for support. Remember, innovation might mean killing the company's cash cows before a competitor does.

By focusing on these core principles, you can navigate the tumultuous journey of entrepreneurship with a clearer vision and stronger resolve. Remember, it's not about how you start but how you end up.

Can John Doerr's Philosophy Fuel Your Entrepreneurial Success?

Imagine Wile E. Coyote, standing tall and declaring his intentions to catch Bugs Bunny with utmost clarity. This is a masterclass in positioning—knowing exactly what you do and why it matters. Positioning is often dismissed as a marketing gimmick, but done right, it captures the essence of an organization and communicates it effectively. 

A well-positioned company doesn't just talk about beating the competition; it focuses on customer benefits. Think about the Toyota Prius—it's not about luxury but about cost-efficiency and environmental benefits. Good positioning should be positive, customer-centric, and empowering.

Effective positioning is self-explanatory and core to the organization's mission. Apple, for instance, focuses on innovation in consumer devices, not on unrelated services. Your positioning should also be long-lasting and differentiated from competitors.

Consider the story of F.W. Woolworth, who positioned his store as “new and fresh” against a long-established competitor. Initially targeting a niche can lead to broader success, as seen with Microsoft starting with BASIC programming for CPM systems.

A great name can significantly boost your positioning. Avoid pitfalls like difficult-to-spell names or numbers. Names with “verb potential” like “Google” can become part of everyday language. Ensure your name is logical and stands out from the competition.

Position your product in a way that personally resonates with your audience. For example, instead of broadly stating that millions of pets are euthanized, ask, “What will happen to your pet if you’re not around?” Personal concerns can drive more engagement than impersonal statistics.

Avoid jargon. Simplify your message so it’s easily understood. Instead of saying, “Utilizing 2048-bit encryption,” say, “We safeguard your communications.” Clear, plain language resonates better with a wider audience.

Check if your product description truly stands out. For example, don't just say your product is “fast and secure.” Provide proof points like, “No one has ever hacked it.”

Ensure everyone in your organization, from top management to the newest hire, understands and can articulate your positioning. Regularly refresh this knowledge to keep it top of mind.

Be open to market feedback. Sometimes the market finds a natural positioning for your product that you hadn't considered. Embrace and adapt to this feedback rather than sticking rigidly to your initial plan.

By understanding and applying these principles, you can position your organization effectively, much like Wile E. Coyote’s clear and confident declaration of his intentions. Positioning is not just about what you do but articulating it in a way that energizes and engages your audience.

Mastering the Art of Positioning: Lessons from Wile E. Coyote and Beyond

"Pitching is to entrepreneurs what breathing is to life"—essential for everything from securing investments to closing sales. Here's how to pitch effectively without causing auditory distress.

1. Explain Yourself in the First Minute: 
Your audience doesn't need your life story up front. Answer the critical question—“What does your organization do?”—within the first minute. This clarity allows listeners to focus better on your pitch.

2. The 'Little Man' Technique:
Imagine a tiny figure on your shoulder whispering, “So what?” after every statement you make. Answer this question with real-world examples to make your points hit home. For instance, "We use digital signal processing in our hearing aids." "So what?" "It increases sound clarity." "For instance, at a busy party, you’ll hear conversations clearly."

3. Know Your Audience:
Research your audience thoroughly. Understand their interests and tailor your pitch to address their specific concerns and needs. Ask your meeting sponsor key questions beforehand and do your homework on the organization and its people.

4. Follow the 10-20-30 Rule:
- Ten slides: Focus on essential points.
- Twenty minutes: Keep it concise.
- Thirty-point font: Ensure readability, especially for older audiences.

5. Pitch Like an A-10 Warthog:
Aim for the thousand-foot level—clear, detailed enough to be credible, but not overwhelming.

6. Engage and Listen:
Take notes during your pitch. It shows respect and eagerness to learn. Summarize and follow up promptly on any points raised.

7. Constantly Refine:
After ten pitches, rewrite your presentation from scratch. This prevents it from becoming a patched-up mess. Practice your pitch at least 25 times, even if it’s just to friends or your dog.

Lastly, here are some tips on creating PowerPoint slides:
- Use dark backgrounds for seriousness.
- Include your logo on the master slide.
- Stick to common, sans-serif fonts like Arial.
- Limit animations and use your body for expressiveness.
- Build bullets one click at a time and avoid nested bullets.
- Use diagrams and graphs for clarity, ensuring slides are printable.

A memorable pitch is short, engaging, and addresses real pain points. Avoid sending your presentation in advance; it’s best delivered in person for maximum impact. Remember, practice doesn’t just make perfect—it makes pitches painless for everyone involved.

Can Mastering the Art of Pitching Make or Break Your Entrepreneurial Journey?

In the realm of entrepreneurship, a business plan is often revered as the modern-day Holy Grail—a mythical document expected to mesmerize investors, directors, and managers into writing checks or greenlighting projects. Yet, much like the elusive Grail, a flawless business plan remains a mythical concept. Eisenhower’s wisdom, “plans are useless but planning is indispensable,” applies here. The true magic lies not in the plan itself but in the planning process.

Imagine a Celtic myth where magical vessels cater to everyone's needs. This is how many see the business plan—an all-satisfying document. However, for startups, the MAT (Milestones, Assumptions, and Tasks) framework is often more practical. Still, the ritual of writing a business plan forces teams to formalize their intentions, revealing gaps and strengths.

Ironically, the document itself is rarely the key to securing investment. Investors use it more as a formality during due diligence. Instead, focus on crafting a compelling pitch. Your pitch should be a distilled, impactful version of your business plan. Test it out, refine it, and then build your plan around it.

When you do write the plan, prioritize the executive summary. Think of it as the gateway to the rest of your plan. If it doesn't captivate, your plan will gather dust. Spend 80% of your effort on making this summary concise and compelling.

Keep the entire plan short, no more than twenty pages. Use a single voice to avoid a patchwork feel and focus on simplicity. Investors don't need detailed financial minutiae; instead, they want clear cash flow projections and key metrics.

Interestingly, while your plan should appear deliberate and well-thought-out, your actions should be emergent. Be ready to pivot based on real-world feedback. Investors want to see a confident roadmap, but success often hinges on your adaptability.

For those fearing their plan will look like everyone else's, remember: a credible referral, real-world knowledge, customer testimonials, and clear visuals can make your plan stand out.

Lastly, the process of writing the plan can reveal much about your team. It’s a chance to align visions, identify gaps, and ensure everyone is on the same page. Even if you never need to present it, the act of planning can be transformative.

So, while chasing the Holy Grail might be a fantasy, the discipline and insights gained from planning are very real and invaluable.

Decoding the Entrepreneurial Myth: The Magic Lies in the Planning, Not the Business Plan

Bill Reichert, managing director of Garage, humorously compares raising venture capital to getting struck by lightning while standing at the bottom of a swimming pool on a sunny day, highlighting its improbability. Let's explore how entrepreneurs can survive the early, capital-deprived days by selecting the right business model, managing cash flow, getting to market quickly, and taking the "red pill."

Survival Strategies:

1. Manage for Cash Flow:
Bootstrappable businesses should prioritize low up-front capital, short sales cycles, quick payment terms, recurring revenue, and word-of-mouth marketing.

2. Bottom-Up Forecasting:
Unlike top-down forecasting, which starts with a large market and works backward, bootstrappers use bottom-up models based on realistic, real-world variables. This approach provides a more accurate financial outlook.

3. Ship, Then Test:
For non-biotech or medical device startups, getting products to market quickly is crucial. This "ship, fix, ship" approach ensures immediate cash flow and real-world feedback, though it risks tarnishing the company’s image if there are quality issues.

4. Forget the 'Proven' Team:
Bootstrappers should focus on affordable, inexperienced talent with raw energy and willingness to learn. History shows that many successful entrepreneurs lacked the "right" background.

5. Start as a Service Business:
Starting with a service model can generate immediate cash flow. This approach allows entrepreneurs to develop products based on real client needs and use consulting fees to fund further development.

Next, here are some practical tips on Product Development:

1. Focus on Function, Not Form:
Prioritize essential functions over appearances. For instance, use cost-effective service providers and negotiate terms to save money without compromising on quality.

2. Pick Your Battles:
Leverage commoditized products to reduce costs and focus on your unique "magic" that customers value. For example, Neoteris used off-the-shelf parts to cut costs and focused on software development.

3. Go Direct:
Selling directly to customers provides unfiltered feedback and helps establish a market presence. Once established, resellers can be used to scale efforts.

4. Position Against the Leader:
Positioning against market leaders or industry norms can save on marketing costs. Examples include Lexus positioning as a cheaper alternative to Mercedes and Avis’s "We try harder" campaign against Hertz.

5. Take the "Red Pill":
Embrace reality by asking critical questions about product readiness, true costs, cash flow, and competition. Appoint a "Morpheus" in your organization to offer realistic perspectives.

Some tips on Managing Resources while Bootstraping:

1. Understaff and Outsource:
Intentionally understaff to avoid layoffs and outsource non-strategic functions to manage costs effectively.

2. Build a Board:
A board of directors provides valuable guidance and credibility, helping attract funding and talent.

3. Sweat the Big Stuff:
Focus on developing, selling, and collecting money for your product or service. Make cost-effective choices for office essentials but don’t skimp on critical business functions.

Finally, tips for Execution:

1. Set and Communicate Goals:
Clear goals and regular progress measurements keep everyone aligned and motivated.
   
2. Establish Accountability:
Designate clear responsibilities to ensure accountability and reward achievers to maintain motivation.

3. Follow Through:
Address issues until they are resolved or irrelevant, and establish a culture of execution where results matter.

Bootstrapping effectively involves managing cash flow, realistic planning, leveraging existing resources, and maintaining a focus on execution. It’s about making strategic decisions that prioritize long-term sustainability over short-term gains.

Can You Bootstrap Your Way to Business Success Like Bill Reichert?

Arthur Rock, a legendary venture capitalist behind giants like Intel and Apple, famously noted that aspiring entrepreneurs focus too much on venture capitalists and equity percentages, often overlooking the essence of building a meaningful business. Rock’s wisdom underscores the importance of creating something valuable for society, not just chasing money.

Arthur Rock’s advice is echoed by Hunt Green, another seasoned venture capitalist, who said, “Everything is always impossible before it works. That is what entrepreneurs are all about—doing what people have told them is impossible.” This sentiment emphasizes that making a difference should be the primary goal, with funding being a secondary concern.

A true story illustrates the importance of credible introductions. A startup was dismissed by a top-tier VC firm based on a vague rumor about a European competitor. This chain of misinformation underscores the necessity of getting an intro from a trusted source, such as current investors, lawyers, accountants, or other entrepreneurs. Credible third-party recommendations can tilt the playing field in your favor.

Investors crave evidence of traction—proof that your product or service is gaining market acceptance. This can be shown through sales, field testing, or even agreements to use your product. The higher you are on this hierarchy of traction, the more attractive you become to investors.

Investors are constantly looking for red flags to filter out bad deals. Issues in intellectual property, capital structure, management team, stock offerings, and regulatory compliance can all be deal-breakers. If you can't fix these issues, disclose them early to maintain credibility.

Investors appreciate honesty about competition. Acknowledging competitors and openly discussing your strengths and weaknesses can build credibility. Avoid the common pitfall of claiming there’s no competition; this often signals either a non-existent market or the entrepreneur’s ignorance.

Entrepreneurs often tell lies like projecting conservative estimates or claiming imminent big deals. These clichés are easily spotted by investors. Instead, embrace honesty—acknowledge uncertainties and focus on realistic scenarios.

Investors use phrases like “Show us some traction,” or “We don’t have expertise in your sector,” as polite rejections. Persistence, coupled with demonstrable progress, can eventually turn a “maybe” into a “yes.”

Venture capitalists often see themselves as entitled to special treatment and believe the rules don’t apply to them. However, securing a top-tier VC doesn’t guarantee success; it mainly provides a slight edge in credibility and resources. Albert Einstein’s anecdote about needing his train ticket to know his destination serves as a metaphor: focus on your business direction, and the money will follow.

In contrast, raising capital from angel investors requires a different approach. They generally seek to give back to society and might be interested in reliving their entrepreneurial days vicariously through you. Making your pitch understandable, even to their spouses, and being genuinely nice can go a long way.

Once you secure funding, building and managing a competent board of directors is crucial. Your board should include members with expertise in customer needs, technology, experience, ethical standards, and industry connections. Effective communication and avoiding surprises can help maintain a functional and supportive board.

Raising capital is a challenging process fraught with complexities. The key is to focus on building a meaningful business, demonstrate traction, clean up potential issues, be honest about your prospects, and effectively manage relationships with investors and board members.

Mastering the Art of Raising Capital: Lessons from Venture Capitalist Legends

In the whirlwind of the 1990s dotcom boom, partnerships were everywhere—research, marketing, distribution, sales. But many of these alliances fizzled out, proving that successful partnerships are tough to achieve. The key to a fruitful partnership lies in solid business principles that accelerate cash flow, increase revenue, and reduce costs.

Take, for instance, Apple’s contrasting experiences in partnerships. In the late '80s, Apple partnered with Digital Equipment Corporation (DEC) to address media criticism, but the alliance fell flat with no significant outcomes. This was a classic case of a partnership formed for superficial reasons rather than strategic, "spreadsheet" reasons that impact financial forecasts.

Conversely, Apple’s partnership with Aldus Corporation, the publisher of PageMaker, was a game-changer. At a time when Apple needed a breakthrough to validate the Macintosh as a business tool, Aldus needed distribution and marketing muscle. Their collaboration birthed the desktop publishing market, boosting Macintosh sales and establishing Aldus as a key player in software publishing. This partnership succeeded because it was driven by mutual strengths and strategic needs.

For any partnership to thrive, defining clear deliverables and objectives is crucial. This includes additional revenues, cost reductions, new products, and expanded markets. If these metrics are not established, it’s a red flag. Moreover, the partnership needs buy-in from the “middles and bottoms” of the organizations—the people who do the actual work.

Another vital element is having internal champions. John Scull, for example, was the driving force behind Apple’s desktop publishing initiative. His dedication across departments and his focus on the partnership’s success were instrumental. 

Forming win-win deals, where both parties benefit, is essential. An illustrative example is the 1990 deal between UPS and Mail Boxes Etc., which created a mutually beneficial network of convenient package drop-off points.

When it comes to legal agreements, discussions should precede documentation. Drafting a legal document too early can kill a deal before it starts. Instead, agree on the business terms first, then let the lawyers set up the right framework.

Having an "out" clause in the partnership agreement might seem counterintuitive, but it actually promotes longevity by ensuring neither party feels trapped.

Lastly, to foster successful partnerships, networking or “schmoozing” is invaluable. Building connections with people who know you makes forming partnerships easier. Effective schmoozing involves attending events, asking good questions, following up, and being accessible.

In short, successful partnerships rely on strategic alignment, clear objectives, internal support, and robust relationship-building. Embrace these principles, and your partnerships are more likely to thrive.

Can Strategic Partnerships Make or Break Your Business? Lessons from Apple's Past Alliances

Great brands often start not with grand ambitions of branding but with a focus on creating an exceptional and profitable product or service. Branding, seen by some as marketing voodoo, can actually be straightforward: applying the classic Ps—product, place, price, and promotion. Add proselytization to this mix, and you have a recipe for converting others to your cause, making branding a vital part of startup success in today's information-rich world.

The secret to successful branding is what the author calls "Guy's Golden Touch": align with or enhance a product until it shines like gold. Contagious products share key traits:
- Cool: Think of the iPod's sleek design.
- Effective: TiVo’s effortless recording.
- Distinctive: No one confuses a Hummer with another vehicle.

- Disruptive: Challenging the status quo, like the graphical user interface.
- Emotive: Miele vacuum cleaner’s quiet yet powerful performance.
- Deep: TiVo’s hidden features.
- Indulgent: Miele's tagline, “Anything else is a compromise.”
- Supported: Medtronic Xomed’s exemplary customer service.

An innovation must be simple and focused. Overcomplicated products, like a 13-step childproof aspirin bottle, fail spectacularly. To reduce complexity:
1. Flatten the Learning Curve: Immediate functionality without manuals.
2. Write a Good Manual: Comprehensive and well-indexed.
3. Include Pictures: Visual aids enhance understanding.
4. Test It On Your Parents: If they can use it, anyone can.

High prices and difficult conversions also hinder brand growth. Toyota’s Lexus line succeeded with lower prices compared to German competitors, making it easier for customers to adopt and spread the word.

Evangelists are passionate users who spread your message. Companies often hesitate to ask for help, fearing it shows weakness. However, asking can yield surprising support. Key principles include:
- Ask for Help: Engage your best customers.
- Focus on Belief: Passion trumps qualifications.
- Assign Tasks: Utilize their willingness to help.
- Provide Tools: Supply information and promotional materials.
- Respond to Desires: Show you listen to their feedback.
- Give Stuff: Small gifts like T-shirts foster loyalty.

Building a community like the Calgary Flames Ambassadors, who pay to promote their team, can create a loyal customer base that supports and evangelizes your brand. Proactive steps include:
1. Identify Enthusiasts: Recruit passionate users.
2. Hire a Community Champion: Dedicate resources to support the community.
3. Host and Support Efforts: Facilitate meetings and online interactions.
4. Hold Conferences: Face-to-face interactions strengthen community bonds.

Great brands like Apple and Nike exude humanness through youthfulness, humor, and customer engagement. Strategies include:
1. Target the Young: Even older customers buy youthful brands.
2. Make Fun of Yourself: Show humility and relatability.
3. Feature Customers: Highlight their stories and experiences.
4. Help the Underserved: Support community causes to enhance your brand’s image.

Brands like Ikea thrive on publicity. To attract press coverage:
1. Create Buzz: Make something grand and let it generate buzz.
2. Make Friends with Reporters: Help journalists, and they’ll help you.
3. Be Relevant: Tailor your pitches to the right reporters and readers.
4. Tell the Truth: Maintain credibility, especially in tough times.

By weaving these elements together, your brand can achieve a lasting, contagious presence in the market.

Mastering the Art of Branding: A Guide to Creating a Contagious Brand Identity

Imagine you're an entrepreneur, trying to make your new venture successful. Startups face two big challenges: figuring out who will buy their product and overcoming customer resistance. Just like a Native American rainmaker uses rituals to bring rain, entrepreneurs need strategies to generate business. Here's how they can do it.

Start with version 1.0 of your product. You might be surprised who ends up using it. Estée Lauder, for instance, famously turned a rejection into a win by spilling her new fragrance on a store floor, prompting customer demand.

Don't be afraid to let a hundred flowers blossom. You might design a product for one market, but it could thrive elsewhere. Peter Drucker shared how Novocain, invented for doctors, became a hit with dentists. Similarly, IBM succeeded by letting their computers find a market in business, unlike Univac which stuck to scientists.

A study by Daniel Simons and Christopher Chabris revealed that people often miss the obvious, like a gorilla in a basketball video. Entrepreneurs should stay alert for unexpected markets, the "gorilla" in their midst.

Similarly, Henry DeVries found that small-scale seminars, speeches, and networking were more effective for startups than traditional advertising. These methods build credibility and personalized connections.

Don't be fooled by titles. True influencers can be found in middle management or even lower. Lisa Nirell of BMC Software discovered a database administrator who influenced major purchases. Treat everyone in an organization with respect to gain access to these key people.

Focus on potential customers who are open to new solutions rather than those entrenched in the status quo. If a big account doesn't "get it," move on to those who do.

Let customers try your product risk-free. Heinz did this with pickles at the 1893 Chicago World’s Fair, and Salesforce.com offered a 30-day free trial of their software. Make it easy for customers to leave if they're not satisfied, like Netflix does, to leave a positive last impression.

Every rejection is a learning opportunity. Understand why a pitch failed—was it your approach, your understanding of the customer's needs, or simply the wrong target?

Rainmaking isn't a one-off event—it's a continuous process. Involve everyone in your organization, set clear goals, track progress, and reward true achievements.

Can Entrepreneurial Rainmaking Turn Your Startup's Drizzle into a Downpour of Success?

Ever wondered what it takes to be truly admirable and decent? That’s what being a "mensch" is all about—a person who embodies the highest ethical standards. Samuel Johnson’s wisdom, "The true measure of a man is how he treats someone who can do him absolutely no good," perfectly encapsulates the essence of menschhood.

Imagine Heaven has different "classes" like an airplane—coach, business, and first class. To get those upgrades, you need to help others. The most valuable karmic points come from helping people who cannot benefit you in return. Whether it’s just in case karma is real or for the sheer joy of it, helping others is a hallmark of a mensch.

Mensches take the high road, even when it’s tough. They have three qualities:
1. Honor Agreements,
2. Pay for Quality,
3. Focus on Fun.

A mensch invests in society without expecting financial returns. Whether through time, expertise, or emotional support, they give back for the goodness they’ve received. It’s about paying back, not paying forward.

Mensches always keep the following principles in mind:
1. Preventing Success from Going to Your Head: Remember that death and illness don’t discriminate.
2. Making Ethical Sales: Only sell what the customer needs.
3. Charity vs. Business: Doing good and making money can go hand in hand.
4. Dealing with Anger: Walk away or find a healthy outlet.
5. Balancing Advice Requests: Write a book and direct people to it.

Being a mensch is about more than just personal success; it’s about uplifting society and deriving joy from genuinely helping others.

Embodying Menschhood: The Art of Ethical Living and Uplifting Society

Starting a business is about creating meaningful impact and not just about making money. A venture should aim to make the world a better place, driven by a clear, inspiring mantra. It's crucial to start building the product or service without overthinking, and to define a simple, specific business model. The business should also establish clear milestones, assumptions and tasks.

Positioning a business involves clearly defining what the company does and why it matters. It should be customer-centric, self-explanatory and differentiated from competitors. A company's name should be logical, easy to remember and potentially have "verb potential". The product should be positioned in a way that resonates personally with the audience.

When pitching, it's crucial to explain what the business does within the first minute, tailor the pitch to the audience's interests, and follow the 10-20-30 rule (ten slides, twenty minutes, thirty-point font). Engaging and listening during the pitch is important, as is constantly refining the presentation.

A business plan is often seen as the key to securing investment, but the true value lies in the planning process. The executive summary should be captivating and concise, and the entire plan should be short and simple. The plan should also be adaptable based on real-world feedback.

Bootstrapping a business involves managing cash flow, planning realistically, leveraging existing resources, and focusing on execution. Raising capital requires demonstrating traction, addressing potential issues, being honest about prospects, and managing relationships with investors and board members effectively.

For successful partnerships, it's important to have strategic alignment, clear objectives, internal support, and strong relationship-building. Building a strong brand involves creating a high-quality product or service, simplifying the product, pricing it appropriately, creating evangelists and building a community.

Being a mensch, or a person of integrity, involves helping others, especially those who cannot benefit you in return, taking the high road, investing in society, and keeping ethical principles in mind.

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