For Jorja, Caden, Evan, and Jamaal who are my A-Team; you are the purpose behind my everything.
Make Business Happen
in a Global Economy
Building Your Brand: Make Business Happen in a Global Economy Copyright © 2021 Allison K. Summers
BMD Publishing
All Rights Reserved
ISBN # 979-8738522888
BMDPublishing@MarketDominationLLC.com
www.MarketDominationLLC.com
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Also by Allison K. Summers
Books
Connect to Influence: How to Leverage Relationships for a Lifetime of Career Success
Voices of the 21st Century: Bold, Brave, and Brilliant Women Who Make a Difference (contributor) Podcast
Disruptive CEO Nation
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CONTENTS
1. Entry Point……………………………………………….5
2. Building a Business Ecosystem Around Your Brand Promise………………………………………………….13
The CPM2 Business Ecosystem
Business lessons:
May Al-Karooni – GlobeChain (UK)
Skyler Ditchfield – GEOLinks (USA)
3. Concept…………………………………………….…….39
Rule #1: Embrace the problem you are trying to solve Rule #2: Predict success through research and customer insights
Rule #3: Calculate commercial value
Rule #4: Develop names, beta tests and pilot programs Rule #5: Protect interests – secure trademarks and patents Business lessons:
Tobi Deckert – Shredrack (Germany)
David Broomhead – TradeHounds (USA)
4. Customers………………………………………………77
Rule #1: Know your ideal customer and what motivates them to buy
Rule #2: Leverage the intersection of the customer journey and the point of sale
Rule #3: Demand focus on the experience Rule #4: Recognize technology can make or break the relationship
Rule #5: Track shifts, update goals, and realign approaches vii
Rule #6: Be the ‘I belong here’ community Business lessons:
Elyse Petersen – Tealet (USA)
Oscar Macia – ForceManager (Spain)
5. People………………………………………………….105
Rule #1: Achieve success as a team of one before a team of some
Rule #2: Embrace creative work solutions – scale structures with care
Rule #3: Live and die by project workplans Rule #4: Craft a collaborative culture
Rule #5: Recognize the behaviors you want to encourage Rule #6: Be decisive – correct or remove Business lessons:
Jack Barmby - Gnatta (UK)
John Thompson – Designer Water (South Africa) 6. Process…………………………………………………..139
Rule #1: Reimagine delivery systems
Rule #2: Systemize for better profits
Rule #3: Master quality control
Rule #4: Measure what you want to master Rule #5: Trust but verify – manage vendors and contracts wisely
Rule #6: Identify risks that may threaten your business Business lesson:
Martin Vares – Fractory (Estonia)
7. Money…………………………………………………...161
Rule #1: Institute good governance to keep the money you earned
Rule #2: Remember it is not personal, it is business Rule #3: Celebrate budgets and bookkeeping Rule #4: Always know your numbers
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Rule #5: Place everyone on the sales team Rule #6: Prepare for cash injections
Business lesson:
Jonathan Ogurchak – STACK (USA)
8. Magic……………………………………..……………..187
Rule #1: Know your vibration mojo
Rule #2: Be a digital FAST company
Rule #3: Seek social amplification to cut through infinite media options
Rule #4: Set up a velvet rope for guest experiences Rule #5: Be the ‘go to’ thought leader
Rule #6: Show your ethical heart
Business lesson:
Pedro Pico – Drag Taste (Portugal)
9. The World Awaits……………………………………...215
10. Make Business Happen………………………………..221
Acknowledgments
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