Page 130 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)
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Quick Ideas 101 to 102
102
What Is It You Sell?
When Jack Trout and Al Reis wrote the popular book,
Positioning: The Battle for Your Mind, they said that your
business name is crucial. It should be the shortest distance be-
tween you and your prospect’s mind. Review these actual busi-
ness names, and try to tell me what these people sell: Tuesday
Morning, A.J.’s Closet, 21st Amendment, The Sugar Plum Tree,
Bounce Back, Tulip Tree,
Assignment Priscilla’s, Mad Dog’s
Place, Amerispec, and Juni-
If you can’t change per Services. My bet is if you
your business name, con- hit even one or two, it would
sider working hard to de- be a miracle. Does your busi-
fine the tag line below your ness name really tell who
name that tells what you do you are and what you do? If
and why customers should not, maybe it’s time to
come to you. change.
Epilogue
It is time to put your ego aside and decide that the most
important thing you have is the name of your business.
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