Photo by: Inc. Magazine


An idea turns into a prototype, a prototype turns into a venture, a venture turns into a business that becomes a well-oiled machine, which at some point spreads its wings and becomes something bigger than those who created it in the first place. We often find ourselves serving the business, working to feed it, and forgetting the original and authentic place we started from. And then there are the unexpected side effects we can’t always anticipate. Growing is key, but how do we stay loyal to our brand?

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If Your Brand Died Tomorrow, What Kind of Eulogy Would It Get?


One of the most important questions any business or brand must ask itself is, “Who are my customers?” Who are those people who will value what I have to offer and be willing to pay the price I determined my product or service to be worth? Without defining who these customers are, we leave our customer acquisition up to chance instead of making it systematic.

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It isn’t always clear that we have something interesting and original to say that will make someone take a break from whatever they’re doing and actually read it. It’s particularly common when we’re at the start of our journey, while still nurturing our brand identity that is not yet fully formed.

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The world is made up of two types of people: those with a natural and obvious talent in a certain field — one they seem almost to have been born with — and those who are more or less reasonably good in several different fields but don’t really excel in a specific one. If they do decide to focus on something specific, they’d have to train hard and practice relentlessly in order to excel at it. Which type best describes you?

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Terry Farber Eliasaf

Terry Farber Eliasaf is the CEO of a marketing agency specializing in High-Tech and B2B corporate storytelling and growth strategies, a consultant & lecturer.

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