6. Starting a business with no outside
(investor) funding …running a business on as little
money as possible.
Spending money wisely: ONLY on those things that will
directly contribute to launching and selling
your product.
Guiding force – what is the least needed to launch a
product and test it in the real world.
7. Spending money wisely: attempt as much as possible to
only spend money on those things that will directly
contribute to furthering your mission.
Guiding force – what is the least needed to run the
organization in such a way that maximum resources are
being put toward accomplishing our mission.
11. markets are conversations.
branding is the context of the conversation;
everything you control and everything you don’t
control.
who are you?
what do you want your clients to tell you?
what do you want to tell them?
where are these conversations happening? not
physically, “where” but where in your client’s life?
12.
13.
14. a branding guide provides structure.
a branding guide (if you follow it…) provides consistency,
simplicity, and clarity of communication.
a branding guide gives you some institutional knowledge
(…what to do if your designer gets hit by a bus)
