This was one of many topics I was asked about by a croatian startup site prior to the speech I gave two nights ago at the University of Zagreb for the Founder Institute. The interview was published in croatian, which you can peruse here if you speak the language (and want to analyze and help me understand why the Backstreet Boys invaded my Brand Atmosphere), but for the rest of you, here it is:
A couple of weeks ago, Bob Garlick, host of Business Book Talk (poking through below), contacted me to schedule an interview about our book ‘How to Launch a Brand.’ With Bob sitting in Vancouver and myself in Los Angeles, I was immediately taken by surprise as there was no script that he shared with me, no canned answers to prep, no warmup chatter and no edits were made to our conversation.
The result is an honest and stimulating conversation between two individuals with a keen interest in design, branding and entrepreneurship, which I’d like to share with you. Below audio not only gives you a peek into our book, but also covers topics such as misconceptions of branding, brand strategy, how brands need to be different than 15 years ago and how to connect with your customers through branding:
(Can’t see above audio player in your E-Mail? Please listen to the audio via our site)
Now that I crossed the bridge by posting audio (how adventurous), I might as well share a quick video in which I further define ‘brand’ specifically for startups, filmed at a mentoring session (how advantageous) at the Founder Institute in San Diego two weeks ago.
Over the past 2 weeks I’ve given 4 presentations on ‘How to Launch a Brand‘, coinciding with our upcoming book release of the same title, which consisted of a combined 3 hours of Q&A with startup entrepreneurs ages 16 to approximately 54. I also conducted 12 one-on-one mentoring sessions. I felt it was time to reflect and share what I’ve learned through talking with these ambitious and energetic innovators and disruptors:
When you have only 60 seconds to pitch – and there’s a whole lot to convey in that time – it seems to make sense to learn it by heart. Wrong. If you present your passion project it should not sound like it comes from an automated machine. It will lack heart and soul…and the most important asset: your pitch will be missing you. The same holds true for anyone giving any sort of presentation. Know your stuff and definitely prepare your speaking points, but don’t read it all off your notes or have it memorized sentence-by-sentence. You will never be able to truly connect with your audience that way. In whatever business presentation you find yourself in, your audience will always want to get to know a little bit about the person behind the speech.
A defensive person in an advisory conversation is most unappealing. As a trained Graphic Designer, this lesson took me over a decade to learn and almost another one to perfect. If you walk into a conversation with an open mind, ready to listen and learn, thinking to yourself that you know nothing (or ‘You Suck‘ as a fellow mentor at The Founder Institute put it), you will allow yourself to absorb. What you do with the gained knowledge is up to you in the end – it’s a take it or leave it. If you are never open to taking it in the first place you will only be left out.
You listened to a speaker, you leave the room inspired and get started implementing his or her advice. Or you could walk up to them, introduce yourself, and start a conversation. Or connect via LinkedIn the day after and request a quick call. It happens all the time. Approximately 20% of attendees connect with me and ask for a couple of minutes of my time. Could I say no? Yes. Is there a big chance I won’t? Yes. All it takes is courage. Ask and you shall receive. The next generation is doing this, they are the bold connectors and will soon steer the ships we all think we are captains of. Let’s adapt that boldness.
Stay in the loop about future events and additional thoughts on brand launches by following us on Facebook.