Don’t Settle for Being an “-er Brand”
I originally wrote this piece for the Harvard Business Review. It was published on HRB.org on March 28, 2014.
As a member of a start-up advisory program, I regularly hear pitches from aspiring technology entrepreneurs. My job is to sort out the companies with potential from those that need to go back to the drawing board. One way I do this is to use what I call the “-er brand” filter.