Who Owns the Brand

Most companies believe that the brand belongs to them. Consequently, they invent a brand and then present it to the market. That’s a variation on the inventor’s naive view: “if I were them I would love this product”.  To engage in mindreading in respect of your potential customers is a big, big mistake.

Inhouse or Outhouse?

Many people believe that you need a shed-load of cash to start up a business. Most believe that that the first step is to write a hopeful business plan and then go to the bank and raise a loan.

Unless your business is a legal practice I’ll bet that you do not plan to have a full-time solicitor on your staff. How do I know that? Because you have insufficient legal work to keep a solicitor busy all the time.