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Tag: Marketing

  • Why Strong Collaborations Will Change Your Business | Entrepreneur

    Why Strong Collaborations Will Change Your Business | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    My entrepreneurial journey, marked by a series of ventures ranging from innovative startups to strategic industry alliances, has continually emphasized a crucial principle: the power of collaboration far outweighs the benefits of competition. Embracing the philosophy of ‘sharing is caring,’ I have witnessed its transformative impact firsthand in business.

    In one of my key ventures, I ventured into uncharted territory by collaborating with a partner from a different industry. Together, we combined our unique market insights, enabling us to penetrate a new market segment previously inaccessible to us individually. This collaborative effort expanded our reach and significantly enhanced our venture’s profitability and market standing. This experience, among many others, has been a testament to the fact that sharing knowledge and resources leads to exponential growth and new avenues for innovation.

    I once worked alongside a technology startup, offering my marketing and client relations expertise. This partnership resulted in the development of a groundbreaking product that addressed a gap in the market, leading to substantial growth for both entities. Through these collaborations, I have learned that sharing insights and resources can catalyze growth in ways that working in isolation cannot achieve.

    Related: 10 Simple Ways to Build a Collaborative, Successful Work Environment

    These experiences have shaped my approach to business and equipped me with a wealth of knowledge and a diverse network. I’ve realized that in sharing, we not only give but also receive in abundance — this reciprocal nature of sharing fosters a supportive business environment, where collective success is celebrated.

    For readers embarking on their entrepreneurial journeys or looking to elevate their existing ventures, embracing this ethos of collaboration can be a game-changer. The willingness to share knowledge, resources, and expertise with others can open doors to unexpected opportunities, new market insights, and stronger business relationships. It can transform competitors into allies and solitary struggles into shared triumphs.

    Moreover, the ability to forge and maintain collaborative relationships is invaluable in today’s interconnected business landscape. It enables entrepreneurs to leverage a wider range of skills, experiences, and perspectives, leading to more innovative solutions and a more robust approach to business challenges.

    In conclusion, my journey has taught me that a mindset geared towards sharing and collaboration is not just an ethical choice but a strategic one. It paves the way for collective growth, innovation and long-term success. For entrepreneurs and business leaders, adopting this mindset means opening up to a world of possibilities where sharing knowledge and resources leads to mutual growth and lasting impact. Remember, in the dynamic world of business, the act of sharing can indeed lead to thriving.

    Related: How Collaboration Can Help Drive Growth and Propel Your Business to New Heights

    The power of sharing in business

    In my experience, sharing within the business community lays the foundation for mutual growth and success. It’s a value exchange that benefits all involved, fostering trust and building robust business relationships. Be it sharing insights from my startup adventures or resources from my network, each act of sharing has multiplied opportunities, not just for me but for my partners as well.

    Networking and relationship-building

    Effective networking, a vital skill I’ve honed over the years, goes beyond collecting contacts. It’s about forging meaningful connections. Providing valuable information or introductions without immediate expectations of a return has reinforced my reputation as a generous and reliable partner, and this generosity has often circled back with new opportunities.

    Overcoming the ego

    In my early days, the hesitation to share stemmed from a fear of losing my competitive edge. But I quickly learned that this ego-driven approach was counterproductive. Opening up to collaboration allowed me to access diverse perspectives and expertise, enhancing my own business acumen and offerings.

    Strategic alliances

    Throughout my career, I’ve actively sought strategic partnerships. These alliances have been crucial for scaling businesses, entering new markets, and fostering innovation. They’ve also provided a support system during challenging economic times, proving that shared burdens are easier to bear.

    Encouraging innovation

    Innovation thrives in a collaborative environment. Sharing ideas with partners has sparked new concepts and accelerated development processes. In my ventures, pooling resources and knowledge has consistently led to faster and more effective innovation.

    Related: Connected for Success: 4 Crucial Values of an Interconnected Organizational Culture

    Conclusion

    Throughout my entrepreneurial journey, I’ve learned a pivotal lesson: the true essence of growth and expansion lies in a sharing mindset. This approach goes beyond the traditional concept of guarding trade secrets. Instead, it’s about leveraging the collective power and diverse strengths that come from partnerships and collaborations. In my own experiences, from kickstarting ventures to forging alliances, the act of sharing – be it knowledge, resources, or opportunities — has been instrumental in expanding my professional network and cementing enduring relationships built on mutual trust and respect.

    Sharing in business is a strategic move that fosters a culture of openness and mutual support. It encourages ideas, opens doors to innovative approaches, and paves the way for collaborative problem-solving. By embracing this mindset, entrepreneurs can tap into a wealth of resources and perspectives they might not have access to individually. This collective approach leads to more robust, sustainable business models and strategies that are well-suited to the complexities and dynamism of today’s business landscape.

    Moreover, sharing cultivates an environment where learning from one another becomes a continuous process, enriching everyone involved. It promotes an ecosystem where successes are amplified, and challenges are met with combined strength and wisdom. The synergy created through sharing can lead to breakthroughs and achievements that might have been unattainable in isolation.

    In conclusion, as we navigate the ever-evolving terrain of business, embracing a philosophy of sharing is not just about being caring or generous; it’s a strategic choice that can lead to remarkable growth and enduring success. It’s about recognizing that in the vast tapestry of the business world, the threads of collaboration and sharing strengthen and enrich the fabric of entrepreneurial success. Remember, in the business world, sharing is a strategy for thriving.

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    Henri Al Helaly

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  • 84% of banks are missing a 'mass'-ive wealth market opportunity

    84% of banks are missing a 'mass'-ive wealth market opportunity

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    Banks and wealth management firms owned by banks are desperate to grow by courting wealthy Americans. 

    But a new report suggests that most of them appear to be missing out on a prime opportunity for future growth that’s closer at hand.  

    Industry research and consulting firm Cerulli Associates finds that only 16% of firms in the banking sphere, including banks and firms attached to banks, offer tailored wealth-related or investment services to the so-called “mass market,” or American households with investable assets under $100,000. 

    “Despite comprising nearly two-thirds of all U.S. households, the mass market represents banks’ least frequently targeted demographic,” Ceruli said in a press release on the report. Data in the report was primarily based on research by Cerulli, as well as figures from the Federal Reserve and U.S. Census Bureau. 

    The most common target for banks in the study was a more well-heeled group known as the affluent segment, where households typically have from $2 million to $5 million in financial assets and average $3 million per household. 

    The more wealthy the potential clients, the more banks in the study generally strove to offer them “high-touch” services where teams of financial advisors and specialists would cater to their complex financial needs. However, the merely upper middle class — ‘middle market’ households with assets of $100,000 to half a million and the ‘mass affluent’ segment with assets of $500,000 to $2 million — would instead receive hybrid service, or a mix of self-directed and advisor-mediated in many cases, the authors of the Cerulli report wrote. 

    JPMorgan shuttering robo-advisor citing low profits

    Investing in tomorrow’s prospects 
    As for those who are worst off, banks leave them to their own devices for the most part. Such clients might get to use a brokerage platform with zero-commission trades, and some “educational content,” the report authors wrote, adding that typically such offerings are deemed “adequate” for those with less than a few hundred thousand dollars of assets. 

    “The service delivery model of providers in this space is becoming highly digitized and automated with minimal access to human advice providers, and often centers around an online dashboard,” according to the report.

    Yet many younger Americans in this snubbed group, who have yet to hit their prime earning years or inherit a windfall, are already beginning to look for financial advice. A study by Ameriprise earlier this year found that millennials are seeking financial advisors earlier than older generations of Americans did. 

    READ MORE: Edward Jones study: Young clients want to retire early but aren’t ready

    Once someone’s locked into an advice relationship, research suggests that most clients will at least outwardly express feelings of loyalty to the advisor they already have, meaning it will be harder to pitch the bank’s own financial advisors at that point. 

    “There is an opportunity for banks to create lasting relationships with mass market clients in the accumulation phase,” Matt Zampariolo, analyst at Cerulli, said in the press release. “Banks that create a differentiated, engaging client experience will be well positioned to retain clients as they cross into higher wealth tiers.” 

    Chayce Horton, a senior analyst in wealth management at Cerulli, said in an interview on the report that it’s understandable that banks want to focus on chasing rich clients. 

    “A lot of the wealth that’s been created in the country has gone to those upper-tier households,” Horton said. “But in the same vein, there still is tens and tens and tens of millions of people who need services. And if they’re properly guided throughout their financial lives, they’re more likely to have assets later on in life.” 

    Better services for mass market clients can also help a bank keep its young advisors, since they’re more easily able to grow their books of business and learn the trade if they’re given smaller accounts to work with at first, he said. 

    When the road to success leads to stress. Shot of a young woman suffering from stress while using a computer at her work desk.

    Advisors handling $2.4T of assets are retiring, as young talent flees the industry

    Creating an offering
    Since building out services that cater to each client segment is costly and requires heavy investment in technology to build attractive platforms, banks can outsource some of that, and increasingly do so, Horton said. Independent broker-dealers such as LPL Financial and Ameriprise, have benefited from banks and credit unions making that decision to stay competitive in recent years.

    At the same time, some institutions are partnering with specialty firms offering services like estate planning at scale. Navy Federal Credit Union’s wealth management unit, Navy Federal Investment Services, in October, announced a partnership with budget estate planning startup Trust & Will to provide affordable estate planning services to members, for example.  

    READ MORE: LPL doubles its hiring of bank and credit union financial advisors

    Horton said services a bank could implement to better serve the mass market include an all-in-one portal with self-service and access to features like trading — to graduate clients from services like checking and savings accounts, for starters. Second, firms should allow clients to “speak to an actual person” and ask questions — which can happen through a call center or a dedicated professional, “obviously for a slightly higher charge.” 

    The third level should be “having access to financial planners and people who can really set up a plan and a series of steps to follow over the course of years and decades,” Horton said. “That can really help retain those clients over time. Because you extend the impact of the service throughout decades, rather than the next couple of years or months.” 

    Sarah Adams, the chief sustainability officer and co-founder of Vert Asset Management — an RIA based in Sausalito, California — agreed. While banks are often structured to see clients transactionally, and often cross-sell their own products, “financial advisors have always meant to be more personable and personal with the client,” she said. “The financial planning piece is what needs to stay there.” 

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    Victoria Zhuang

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  • How to Evaluate the Success of Your Corporate Events | Entrepreneur

    How to Evaluate the Success of Your Corporate Events | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the dynamic world of business growth and development, corporate events stand out as critical milestones. These events are not just occasions for celebration but strategic tools for brand promotion, networking, and lead generation. A real challenge for growth-minded entrepreneurs lies in effectively evaluating the success of these events. This guide delves into the art and science of measuring the impact of corporate events, a process crucial for driving future strategies and maximizing return on investment (ROI).

    The significance of measuring the success of corporate events cannot be overstated. This evaluation process goes beyond mere number crunching; it provides valuable data that reflects on the achievement of predefined goals and objectives, thereby shaping future event planning. More importantly, it enables businesses to quantify their events’ impact on brand visibility, customer engagement and revenue generation — factors that are pivotal in influencing strategic decision-making. At Entire Productions, we start with an event strategy map so that the client’s KPIs and ROI goals are set to have something to measure against.

    Related: Follow These Tips to Make Your Corporate Event Successful

    Before delving into the nuances of event evaluation, it is imperative to have a bedrock of clear, quantifiable objectives for each corporate event. Whether the aim is to amplify brand awareness, generate leads or drive direct sales, setting well-defined goals is crucial. These objectives act as a compass, guiding not only the event planning process but also providing a clear direction for measuring success.

    A fundamental metric for evaluating event success is the measurement of attendance and participant engagement. High attendance, coupled with active participation, often signals a well-received event. However, it’s not just about numbers; qualitative data from surveys and feedback forms provide deeper insights into attendee satisfaction, revealing strengths and weaknesses from the perspective of those who matter most — the attendees.

    In today’s digital age, the impact of social media cannot be ignored. Analyzing social media activity related to the event offers real-time insights into audience sentiment and engagement. Metrics like mentions, shares and overall engagement on platforms such as Twitter, Facebook and Instagram serve as barometers of the event’s reach and resonance in the digital space.

    A key function of corporate events is to serve as potent lead-generation platforms. Thus, tracking the number and conversion rate of leads generated is vital for assessing the event’s impact on the sales funnel and revenue generation. This analysis helps in understanding not just the immediate but also the lasting effects of the event on business growth.

    Assessing the financial aspects of the event is imperative. This involves calculating the total cost of the event and comparing it against the benefits derived, be it direct revenue or long-term brand impact. A comprehensive view of ROI encompasses both tangible and intangible returns, offering a holistic measure of the event’s success.

    Related: How to Create a Live Event that Generates Buzz and Leaves a Lasting Impression

    Direct feedback from attendees, sponsors and stakeholders is invaluable. It offers candid perspectives on the event’s organization, content and overall experience. This feedback is instrumental in refining future events and turning critiques into opportunities for enhancement. Creating a simple survey can be the most effective way to gather information, especially if it is a large event.

    Evaluating the quantity and quality of media coverage provides insights into the event’s public visibility and resonance. Additionally, assessing the event’s influence on public relations and brand exposure reveals its ability to garner positive media attention and strengthen brand positioning in the market.

    The importance of engaging with attendees after the event cannot be overstated. Continuing the conversation through follow-up emails and exclusive offers helps in measuring the level of post-event engagement and its potential long-term effects.

    Post-event, it’s crucial to assess any increase in brand visibility and recognition. Comparing the current event against past ones through benchmarking sheds light on performance trends and areas for improvement, an essential practice for continuous optimization.

    Qualitative feedback and testimonials from stakeholders provide nuanced insights into the event’s impact. Additionally, conducting market research before and after the event measures shifts in consumer perception and behavior, offering tangible insights into the event’s impact.

    Evaluating the long-term effects of events on customer loyalty and brand advocacy unveils the enduring influence of the event on audience sentiment. Comparing event performance against industry benchmarks provides context and insights into the event’s standing within the broader market landscape.

    Evaluating the success of corporate events is a multifaceted endeavor that demands a comprehensive approach. It requires a blend of tangible metrics like attendance and lead generation and qualitative indicators such as stakeholder feedback and brand visibility. This comprehensive approach not only provides insights into the success of individual events but also informs overarching business strategies. By mastering the art of evaluating corporate event success, businesses can harness events as catalysts for brand growth.

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    Natasha Miller

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  • Import prices fall for second straight month and as U.S. inflation eases

    Import prices fall for second straight month and as U.S. inflation eases

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    Developing story. Check back for updates.

    The numbers: The cost of imported goods fell 0.4% to mark the second decline in a row, contributing to a slowdown in U.S. inflation more broadly.

    Economists polled by the Wall Street Journal had estimated a 0.8% drop.

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  • How to Shorten Your Sales Cycle With 9 Simple Steps | Entrepreneur

    How to Shorten Your Sales Cycle With 9 Simple Steps | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    This story originally appeared on Under30CEO.com

    A shorter sales cycle not only boosts revenue but also enhances overall business efficiency. And the more you focus on shortening your sales cycle, the better your results will be over time. It’s certainly an investment – but it’s a worthwhile investment to consider.

    Identify High-Value Prospects

    Identifying high-value prospects requires you to analyze past successful sales and pinpoint common characteristics among your best customers. As you do this, consider demographics, behaviors, pain points, and purchasing habits.

    For example, if your data shows that certain industries or company sizes tend to convert more, focus your efforts on prospects fitting these criteria. Or maybe you find that you have a much higher rate of success when you reach out to prospects on a Tuesday or Wednesday, rather than other days of the week. All of this information is valuable and useful for improving your sales cycle from start to finish.

    Refine Target Audience Segmentation

    Segment your audience based on specific criteria like location, age, interests, or buying behavior. For instance, if you’re a clothing brand, segmenting based on gender or clothing preferences helps tailor your marketing messages effectively. You can then craft different content or offers for each segment to cater to their unique needs and preferences.

    Employ Personalized and Targeted Communication

    Personalization goes a long way in engaging prospects. Use their names in emails or communications and reference their previous interactions with your brand.

    Suppose a prospect has shown interest in a particular product or service. In that case, send them targeted content or offers related to their preferences, showing that you understand and care about their needs. While it may seem more time-intensive on a macro level, you’ll find that taking the time to personalize your approach leads to faster overall sales cycles when you zoom in and analyze deals on a micro level.

    Leverage Technology for Automation

    Utilize Customer Relationship Management (CRM) software to automate routine tasks, such as sending follow-up emails, scheduling appointments, or managing leads. Automation streamlines your workflow, saving time for your sales team to focus on building relationships and closing deals. There are tons of helpful tools on the market that you can use – many of them low-cost or free. Take advantage of these and constantly be on the lookout for ways to smooth over the points of friction that slow you down.

    Implement a Well-Defined Sales Strategy

    Create a structured sales strategy that outlines each step of the sales process, from lead generation to closing the deal. Establish clear goals and milestones for each stage, ensuring your team has a roadmap to follow.

    Another important element of a well-defined sales strategy is regular review processes that allow you to adapt your strategy based on performance and changing market conditions. This level of adaptability ensures you don’t get stuck in ruts that hold you back.

    Related: How to Craft a Bulletproof Sales Strategy That Will Survive Any Economy

    Provide Educational and Informative Content

    Educational content positions your brand as an industry expert and helps prospects make informed decisions. For example, a software company might offer blog posts or webinars explaining how their product solves common industry challenges. You may want to involve a PR agency or specialist here.

    A savvy public relations strategy can shorten the sales cycle by moving potential customers further down the sales funnel with content that educates. This content, when it solves industry problems, guides buying decisions and influences change.

    Optimize the Buying Experience

    Simplify the purchasing process on your website. This might look like doing the following:

    • Ensure that your website is user-friendly, with clear navigation and easily accessible product information.
    • Streamline the checkout process, offer multiple payment options, and provide clear instructions to reduce any friction in the buying journey.

    Foster Trust and Credibility

    Build trust by showcasing positive customer experiences. This may involve the use of testimonials, case studies, or reviews to demonstrate the success stories of satisfied customers. Highlight any certifications, awards, or partnerships that validate your brand’s credibility, making prospects more confident in choosing your products or services.

    Follow Up Promptly and Consistently

    After initial contact, follow up promptly and maintain consistent communication throughout the sales process. Respond to inquiries or requests for information promptly. Consistent follow-ups nurture relationships and keep your brand top-of-mind, encouraging prospects to move closer to making a purchase decision.

    As important as consistent follow-up is, versatile follow-up is also helpful. You know your sales process and audience better than anyone, but this might include a combination of phone, SMS, email, and social media.

    Always Analyze and Adapt

    To be successful over the long-term, remember to regularly monitor key metrics like conversion rates, time spent in each sales stage, and customer feedback. (You can use any number of analytics tools to make this happen.) In doing so, you’ll always be in a position to improve over time.

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    Kimberly Zhang

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  • 10 Powerful Link-Building Tactics for Boosting Your Website's SEO | Entrepreneur

    10 Powerful Link-Building Tactics for Boosting Your Website's SEO | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Link building is an essential cornerstone of any solid SEO strategy, and with Google’s continued trend towards machine learning in its algorithms and rewarding sites that display relevance, quality, and authority, building a healthy link profile is harder than ever.

    In this post, we’ll look at 10 of the most powerful link-building tactics you can use to build a quality backlink profile and start climbing your target SERPs.

    Related: Why Is Link Building So Controversial?

    Guest blogging

    Guest blogging is the classic go-to for link-building tactics for one simple reason: it works!

    This tactic involves contacting blogs and online news sources in your niche and pitching the site owners’ content outlines. If they accept and like your content, you can link back to your target website either as part of an author bio or within the body of the content.

    There are a few better ways to ensure your backlink’s referring page has the kind of topical relevance that Google loves to see. It’s also a great way of demonstrating your expertise to your target audience in the process. Just be sure to cast a wide net with your blog outreach, and don’t just stick to sites that explicitly call for submissions.

    Leverage your existing network

    Leveraging your existing network is one of the easiest link-building tactics out there, yet it’s unfortunately neglected by many SEOs.

    If you’ve spent a long time in your industry, you’ve likely built a rich network of ex-colleagues, partners or other contacts. These people may be able to authorize organic dofollow backlinks on their site and will already be familiar with your level of expertise in a particular topic.

    Ask around and see if your network can throw some relevant links your way.

    Register on business directories

    Directories are a controversial subject in the modern SEO community. However, considering how cheap and easy it is to acquire these kinds of links, there’s very little downside to finding directories with a clear relation to your niche and getting listed with a link to your site.

    If you choose your referring domains wisely and look for a high degree of relevance for both the directory site as a whole and the businesses that are listed on it, you’ll be able to build a high volume of valuable links in a very short space of time.

    This can be a particularly useful link-building tactic for local brick-and-mortar businesses looking to optimize for localized keywords, such as “florists in Honolulu.”

    Related: 19 Sure-Fire Subject Line Formulas for Link-Building Emails

    Broken link building

    Another big one among low-cost, low-effort link-building tactics, broken link building is a great way to build links at scale for those embarking on a new SEO campaign.

    This tactic involves finding broken links (pointing to a dead page) on websites that have a topical relationship to your business and reaching out to webmasters, suggesting that they amend the link to point to one of your resources.

    The referring webmasters get to improve their user experience, and you get a powerful new link!

    Unlinked mentions

    Link-building through unlinked mentions is one of the more attractive link-building tactics because it doesn’t involve creating fresh external content to act as a referring page.

    In this strategy, you simply find mentions of your brand name on external sites, then reach out to the webmasters and ask them to link their mention of your business. As they’re already familiar with you and are happy to mention you as an authority in your industry, you’re likely to have a high success rate.

    Competitor link building

    Competitor link building involves analyzing your competitors’ backlink profiles to determine which kind of content is most likely to garner high-quality links within your topic focus.

    Using a backlinks analytics tool, you’ll be able to see whether your competitors get the lion’s share of their links to infographics, ultimate guides, tutorials or other kinds of content, and also discover the actual focus of the content.

    You can use this research to inform your own content calendar and maximize the chances of attracting quality, organic links from similar referring domains.

    Related: 6 Elements Your Link-Building Campaign Must Include

    Repurposing content

    Think about your site’s MVP — that one piece of content that gets a huge proportion of all the traffic and shares and has kept on proving its value long after it was first published.

    If it’s done well in its current format, it will likely see the same success in other formats, such as a video or infographic.

    Though it’s one of the higher-effort link-building tactics on this list, repurposing content can pay dividends by building on your stock of evergreen content and offering plenty of long-term value.

    Redirect links pointing to inferior content

    During your research for SEO drives, you’ve probably come across pieces of competitor content that have a ton of quality backlinks despite the content being fairly mediocre.

    If you’ve got a page on your site that you know blows a certain competitor out of the water, then you may be able to acquire new, powerful backlinks by reaching out to the referring domain authors and suggesting they link to your content instead.

    Considered one of the “gray hat” link-building tactics, redirecting competitor backlinks will not only help your visibility but could decrease your competitors’ in your target SERPs.

    Forum link building

    Forums and similar sites are often associated with spammy, low-quality link-building tactics. However, they can be fantastic referring domains for links to content and resources that are relevant to the conversation and useful to the site users participating in these communities.

    One of the best link-building tactics for sites with a rich library of authoritative content, this strategy involves looking for discussions about your business niche on sites like Reddit or Quora, offering some useful input, and linking to your content as a reference.

    Social media link building

    Social media can be a hugely effective tool in your link-building arsenal, enabling you to become a more visible authority and develop a strong network of content creators who are likely to cite you as an authority.

    Some of the most effective social media link-building tactics include using popular hashtags when sharing content to get your online assets in front of journalists and bloggers, following journalists in your niche to look for interview and citation opportunities, and actively participating in industry discussions to get your brand in front of potential linkers.

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    Jeff Peroutka

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  • How This Franchise Founder Scored Big Success By Going Smaller | Entrepreneur

    How This Franchise Founder Scored Big Success By Going Smaller | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Brandon Landry loves basketball, but he was built for business.

    The co-founder of Walk-On’s Sports Bistreaux brings forward-thinking and Southern hospitality to his endeavors — whether that’s the popular sports concept, his fine dining Supper Club, or the fast-growing QSR Smalls Sliders.

    “I grew up a sugarcane farmer’s son in south Louisiana. I didn’t grow up in the hospitality business,” Brandon said about his upbringing before entering the restaurant industry.

    Still “Southern hospitality” was part of his life. “It goes back to where time moved a little bit slower, and people just enjoyed the moment, they enjoyed the company,” he says. “Our purpose at Walk-On’s has always been to bring people together.”

    Origin of an idea

    Walk-On’s story began when founders Brandon Landry and Jack Warner were both Louisiana State University basketball team “walk-ons” around the turn of the millennium — determined to prove their worth on the team despite not being the star players. “I realized pretty early on in my career that I wasn’t going to play in the NBA,” said Brandon Landry to Shawn Walchef of Cali BBQ Media. “I played seven minutes my senior year. If you know anything about basketball, that’s not a whole hell of a lot.”

    In 2003, the teammates learned they could team up for something bigger. Brandon and Jack became business partners when they opened the first Walk-On’s next to Tiger Stadium at their alma mater LSU.

    Related: This Founder Walked-On to a Top College Basketball Team in the ’90s. Today, He and Drew Brees Are Bringing the ‘Walk-On Mentality’ to Franchising.

    Walk-On’s Sports Bistreaux has been big from the beginning. The family-friendly sports bar and cajun cuisine concept has impressed culinary fans and sports fans for more than 20 years. ESPN even called Walk-On’s the best Sports Bar in America.

    With large locations and lots of menu items — not to mention the impressive interior design — Walk-On’s franchises are a big undertaking that have big rewards.

    Walk-On’s Sports restaurants grossed an average of $4.8 million in revenue in 2022. In 2023, 20 Walk-On’s were opened, which was five more than the year before.

    It’s a real entrepreneur success story. But even with Walk-On’s growth, Brandon Landry knew he could create a franchise restaurant business that was easier to enter and simpler to scale.

    Enter Smalls Sliders.

    Bringing Smalls Burgers to a big stage

    Brandon Landry has always been a fan of sliders, those tiny burgers that people crave. “I grew up a cheeseburger kid,” he said. Despite its popularity in certain circles, the cheeseburger slider hasn’t quite taken off in the way Brandon believes it can.

    Noticing what friend Todd Graves has achieved with the popular Raising Cane’s Chicken Fingers led Brandon to take his shot at mastering the cheeseburger slider at a quick-service restaurant.

    Related: See the latest Franchise 500 rankings

    “I just saw what he did with one product, doing it better than anybody else in the world,” he said about Todd Graves and Raising Cane’s business model. “And really putting everything — all focus, all attention — on that and a great culture.”

    Now Brandon Landry wants to bring his “Smalls” burgers to a big stage.

    The Atlanta-based chain encourages people to #slidethru their fast drive-thru lanes or “camp out at our Can.” The Can is a clever name for the prefabricated modular Smalls Sliders building that is not only affordable but easy to set up.

    The 750-square-foot “Can” dining room-free design can be set up at a prepared site in only 30 minutes. It costs around $1.5 million to open a Smalls Sliders Can.

    Super Bowl MVP Drew Brees is co-owner of Smalls Sliders as well as a partner at Walk-On’s Sports restaurant.

    “There’s nobody in the space that is hand-patting and cooking to order. Just putting everything into the best cheeseburger slider there is,” Brandon said about the ways that Smalls Sliders is differentiating itself from the slider competition.

    Because of its fast expansion and innovative operation, the QSR brand has been featured as a Breakout Brand by Nation’s Restaurant News, as well as a Top New Franchise by Entrepreneur magazine.

    “If you’re going to do one thing, it better be damn good,” Brandon Landry said.

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    Shawn P. Walchef

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  • Marc Andreessen: MrBeast Feastables and Logan Paul’s Prime are not ‘gimmicks’ but the ‘future of consumer products’

    Marc Andreessen: MrBeast Feastables and Logan Paul’s Prime are not ‘gimmicks’ but the ‘future of consumer products’

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    You might dismiss as mere gimmicks products from YouTube stars like MrBeast and Logan Paul—think Feastables snacks and Prime energy drinks, respectively. But billionaire venture capitalist Marc Andreessen leans toward another view: that they represent the future of consumer-product relationships.

    The reason that Coca-Cola, Kraft Mac & Cheese, and their ilk exist, he recently argued, is “because of the media of the era in which those brands were created.” 

    Andreessen laid out his reasoning this week on The Ben & Marc Show, a podcast he hosts with Ben Horowitz, a fellow cofounder of the VC firm a16z, aka Andreessen Horowitz. 

    He cited other notable brands led by non-YouTube celebrities, among them George Clooney’s Casamigos Tequila and Kim Kardashian’s Skims shapewear, which she’s turned into a $4 billion business.

    “The historical way of looking at this, I think, would be these are gimmicks,” Andreessen said. “Fans of somebody are going to buy the thing they recommend for a while,” but “most consumer markets are not this.” 

    It’s conglomerates like Unilever, Kraft Foods, and Procter & Gamble that provide the consumer products shoppers generally encounter.

    But a “more aggressive argument that could be made—which is kind of where I am—is maybe the influencer/creator-branded, kind of individually-branded things, this might be the future of consumer products generally,” Andreessen said.

    In the mass media era, he continued, companies built brands primarily via TV commercials, where “you had a single shot get Coca-Cola established, or whatever is was. You had celebrities in those days, but they weren’t front-and-center in this effort because you were just trying to get the basic message of the of the product out, for the most part.” 

    But that led to an “unnatural configuration,” he said, where individual consumers had a relationship with a brand or corporation, rather than with a person. “If that’s all I can have, then okay, fine, but like, really, that’s my emotional affinity? That’s how I’m going to kind of process things?”

    By contrast, he said, his young son loves MrBeast, a role model for him and millions of other kids. One could argue it’s still not a real relationship since it isn’t two-way, but “it’s a relationship with a person,” Andreessen noted.

    “Maybe we’re at the beginning of what is a monster wave,” he said, “and we’ll be sitting here 20 years from now and it will turn out this was basically the great transition, and in the future the brands will actually all be individually led.”

    Subscribe to the CEO Daily newsletter to get the CEO perspective on the biggest headlines in business. Sign up for free.

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    Steve Mollman

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  • How to Become the LinkedIn Thought Leader You're Meant to Be | Entrepreneur

    How to Become the LinkedIn Thought Leader You're Meant to Be | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    LinkedIn is the preeminent platform facilitating connection and network-building among millions of professionals around the world.

    With over 950 million members in more than 200 countries and territories worldwide, it’s easy to feel like your professional identity becomes lost in the crowd. However, the key to rising above the noise lies in finding and owning your thought leadership niche.

    In this article, you will learn the importance of carving out your niche on LinkedIn and explore how identifying and establishing yourself within a specific industry niche can be the game-changer you need to boost your career.

    Related: Avoid These 8 Mistakes Leaders Make on LinkedIn Every Day

    What is an industry niche?

    An industry niche is more than just a buzzword — it’s a strategic focal point within a specific sector that demands specialized knowledge, skills, and expertise.

    This can include particular products, services or even segments of the market that have yet to be adequately addressed by existing players in the industry. At its core, an industry niche represents an opportunity for innovation and differentiation.

    Honing in on a niche is a proactive step toward establishing yourself as a thought leader. Such deliberate focus allows businesses and individuals to distinguish themselves from the competition, creating a unique space that resonates with a specific audience. It’s a conscious decision not to be a generalist but rather an expert in a particular domain.

    Positioning yourself as a go-to authority in a specific realm sets you apart from the broader market. It enables you to address the nuanced needs of a particular audience, fostering a deeper connection with clients, collaborators and stakeholders.

    Essentially, embracing an industry niche is a pathway to unlocking new professional opportunities and fostering meaningful collaborations within your chosen sector. As we navigate the landscape of thought leadership on LinkedIn, it becomes increasingly evident that owning your niche is not just about specialization — it’s a strategic move to shape your brand identity.

    What are the most important industry niches on LinkedIn?

    In a recent industry study by LinkedIn, a comprehensive analysis of user engagement and trends revealed intriguing insights into the platform’s most influential niches.

    According to the study, the top ten industries collectively command a significant portion of LinkedIn’s user base, accounting for approximately 29% of all users. These industries, from technology and finance to healthcare and marketing, serve as hubs for professionals to connect, share insights and establish thought leadership.

    However, it’s crucial to recognize that these top industries are broad, encompassing various topics and niches under each umbrella. While these large-scale industries may attract a substantial audience, the key to making a meaningful impact on LinkedIn lies in drilling down into specific topics that align with your unique expertise and insights.

    Related: 3 Tips to Become a Thought Leader on LinkedIn

    For instance, let’s consider the broad industry of sustainability.

    While working within this overarching field provides ample opportunities for engagement to truly stand out and find your community on LinkedIn, it’s imperative to focus down on specific topics that resonate with your background, interests and expertise. In this context, you might delve into the niche of the circular economy within the broader sustainability umbrella.

    Finding your niche is not only about aligning with a broad industry but also identifying the core topics that genuinely speak to your strengths and interests. Doing so allows you to connect with a more targeted audience who shares your passion and values. LinkedIn becomes a space not just for professional networking but for fostering meaningful conversations within a niche that matters to you.

    Why should you care?

    Finding and owning your niche on LinkedIn isn’t just a recommended strategy — it’s necessary for anyone seeking to maximize their impact on this influential platform.

    LinkedIn continues to see a staggering surge in users and interactions. By defining your niche, you carve out a distinct identity amidst the multitude, allowing you to stand out and have a more significant impact.

    But finding your niche is not just about standing out — it’s about building authority.

    When you focus on a specific topic that aligns with your core career or business objectives, you position yourself as an expert. This intentional specialization enhances your professional credibility and establishes your thought leadership. If you consistently contribute valuable insights within your niche, you can become a go-to resource for industry-related discussions, further solidifying your authority in the eyes of your peers and followers.

    Defining your niche on LinkedIn is also about strategically positioning yourself within a community of like-minded professionals. Identifying and engaging with industry leaders, company founders and subject matter experts within your niche opens doors to invaluable connections.

    These connections will enrich your network and provide opportunities for collaboration, mentorship and knowledge exchange. Connecting with individuals who align with your personal goals and broader community interests ensures that your interactions on LinkedIn aren’t just quantity-driven but rich in quality and value.

    Related: Why You Can’t Ignore LinkedIn for Thought Leadership

    Navigating the LinkedIn landscape with your niche

    In the ever-expanding nature of LinkedIn, discovering and embracing your niche transcends the confines of personal branding — it emerges as a deliberate strategy to thrive amidst the platform’s burgeoning user base.

    Being strategic about your core thought leadership topics, values and the community you represent becomes paramount to enjoying the benefits of LinkedIn. Making an ongoing commitment to curate content and foster engagement will build a community that resonates with your unique voice.

    As you embark on this strategic approach, remember defining your niche is not just a choice. Rather, it’s a pathway to ultimately unlock the full potential of your LinkedIn experience.

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    Megan Thudium

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  • Michigan Ross Professor Yesim Orhun Explores Information Preference and Avoidance in New Research

    Michigan Ross Professor Yesim Orhun Explores Information Preference and Avoidance in New Research

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    Newswise — In her recently published research, Yesim Orhun, associate professor of marketing and Michael R. and Mary Kay Hallman Fellow, explores unique insights into what information individuals seek when making important decisions and how policymakers, medical professionals, and business leaders should communicate anxiety-provoking news.  

    Recently published in the American Economic Review, “Intrinsic Information Preferences and Skewness” was co-authored by Orhun and two collaborators – Yusufcan Masatiloglu from the University of Maryland and Collin Raymond from Cornell University.

    Orhun’s research extends precursory research that documents information avoidance. Previous studies have shown that individuals avoid obtaining information in some contexts, even when information can be useful for making better decisions. Information avoidance generally arises in anxiety-provoking situations where the information can be good or bad. For example, in deciding to take a test that will determine whether one will develop a debilitating disease later in life. To protect themselves against the emotional blow of getting bad news, people may choose to remain in the dark instead. Orhun and her collaborators tested the implications of these theories with a focus on the kinds of information people prefer.

    The team conducted experiments on informational preferences in medical testing, intelligence testing, and lotteries. First, they tested a new kind of preference — a preference for skewness. Positively skewed information sources present bad news frequently but with low precision. When they deliver good news, which happens infrequently, you can count on it being generally accurate. Negatively skewed information sources present good news frequently but with low precision, and when they deliver bad news, it’s with higher certainty. Their findings showed that when given the choice, people overwhelmingly prefer positively skewed information sources and often avoid negatively skewed information sources.

    “When we started this project, I expected the majority of people to prefer the negatively skewed information sources over the positively skewed ones because I do. I do not like to get my hopes up high only to get disappointed by reality later. In fact, much of the early discussions about this project related to medical tests I was willing to endure as an expectant mom and my inability to fathom why my husband would not share the same informational preferences. The data settled the debate, which showed that I am in the minority,” said Orhun.

    The team then focused on individuals who rejected obtaining precise information that perfectly predicted the outcome. They found that some information-avoidant individuals will agree to receive positively skewed information. “The most important insight from our paper is that more precise information does not always mean more informed decision-making. People manage their emotions about anxiety-provoking events in the future by choosing the beliefs they want to carry, which is partially managed by which information sources they want to expose themselves to,” said Orhun.

    On avenues for future research, Orhun said, “Our findings raise two fundamental questions for me. First, would people pick different information sources if they had better coping mechanisms for dealing with the emotional impact of reality, such as more social support? Secondly, how should we think about the welfare implications of information? We care about one’s emotional well-being and physical and economic well-being. Information generally leads to better decision-making. Should we force information onto people when they want to avoid it? I think this is where knowing that positively skewed information may increase information uptake really comes in handy.”

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    University of Michigan Ross School of Business

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  • Krispy Kreme has launched in Paris — and is already in trouble with the mayor's office

    Krispy Kreme has launched in Paris — and is already in trouble with the mayor's office

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    Krispy Kreme has already run into trouble with the deputy mayor of Paris after opening its first store in the French capital this week. 

    The opening saw hundreds of Parisians flock to Krispy Kreme’s
    DNUT,
    +0.31%
    new shop, which occupies a site that previously housed a restaurant run by Michelin-starred chef Alain Ducasse. 

    The North Carolina doughnut purveyor’s arrival in Paris, however, also attracted the ire of Deputy Mayor Emmanuel Grégoire, after the business put up a series of posters on the streets of Paris.

    The Socialist Party politician slammed Krispy Kreme’s poster campaign for “littering the streets,” which he described as “illegal, polluting and costly for the community.” The so-called guerrilla marketing tactic of flyposting is illegal under French law.

    “Prepare to get a big fine!” Grégoire said in response to a tweet celebrating the campaign that read: “Prepare to change your diet with @KrispyKremeFrr.”

    The poster campaign was developed by advertising agency Buzzman Time, which has previously designed marketing campaigns for Burger King and Uber Eats.

    The opening of Krispy Kreme’s Paris store marks the company’s first foray into France, which is now the second-biggest fast-food market in the world.

    The New York–listed company, which was founded in 1937, plans to build 500 doughnut stalls across France over the next five years. Krispy Kreme doughnuts are currently available in 38 countries, including Cambodia, Myanmar and Kazakhstan. Its 379 locations in the U.S. are in 41 states and the District of Columbia.

    According to its most recent financial results, Krispy Kreme generated $407 million in revenue in the third quarter of 2023, a 7.9% increase over the previous year. 

    Krispy Kreme and Buzzman Time have not responded to a request by MarketWatch for comment.

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  • 5 Ways SEO Can Help Grow a Mom & Pop Business | Entrepreneur

    5 Ways SEO Can Help Grow a Mom & Pop Business | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Small, independently owned shops, almost by definition, rely on tighter teams and target smaller markets while providing often niche products or services. And small they may be, but mom-and-pop operations can be mighty: They often bring a family legacy to their customers, along with close customer service — experiences not easily found in larger commercial sectors.

    If you run such a shop, it’s common to rely on local foot traffic and targeted social media for much of your marketing efforts. Fortunately, both of these channels benefit from good search engine optimization practices.

    1. Optimize your Google Business Profile

    Your Google Business Profile is a prime piece of virtual real estate, and it’s free. Simply sign up using an existing Google account and either claim an existing listing or create a new one. Once you can access your profile, you can optimize it to attract local customers — people looking for products/services online and those interested in visiting a physical location. A well-executed one will attract more organic traffic, phone calls, leads and, ultimately, more customers.

    Related: How PR and SEO Can Converge to Supercharge Your Online Exposure

    A few optimization essentials:

    • Be sure to fill out every part of the profile, including business name, address, phone number and hours of operation (all information should be consistent with what’s on your website and other online listings).
    • Choose the most accurate category to describe your enterprise, and add relevant attributes regarding other important details.
    • Consider including high-quality photos or videos of the physical space and products or services. Profiles with photos receive more clicks and calls.
    • Solicit more Google reviews: Encourage customers to leave comments on your profile. Not only does this improve engagement, but it also sends positive SEO signals to Google, meaning potentially higher search results placement.
    • List services or products, including detailed descriptions and pricing.
    • Incorporate booking and/or reservations: If your business takes appointments, integrate booking options (such as Calendly).
    • Keep information updated: Make sure to update your profile to reflect any changes in hours, contact information, services, etc.

    2. Create localized content

    Most small businesses target a specific geographic area — whether they realize it or not. With that in mind, it’s wise to have regionally specific website content to attract relevant traffic, including keywords indicating a particular service area. Consider, for example, geo-specific terms that describe your company, then validate that they receive actual search volume (using a tool like Semrush) and apply them on site pages (including titles and descriptions) according to on-page SEO best practices.

    Related: 4 Ways to Win at Local Content Marketing

    3. Placement in local directories

    There are, of course, other online listings and resources that can earn you organic traffic. These include (but are not limited to) Bing Places for Business, Yelp, The Real Yellow Pages (aka YP), Better Business Bureau, Foursquare and MerchantCircle. You might also find directories specific to your service area, such as the local chamber of commerce.

    In the process, avoid spammy directories, which can be vehicles for unauthorized/unwanted traffic, including malware. These are often characterized by outdated web design, overwhelming pop-up ads, promises for “links” in exchange for a fee and a lack of moderation.

    4. Social media “check-ins”

    You might not consider Instagram a “local” platform, but with its location-tagging feature, it can be! By encouraging customers to “check in” on social media, you can attract potential customers from the area and/or gain more likes or follows, both valuable assets. Any business can benefit from such efforts, especially smaller ones that depend on limited traffic.

    One creative way to encourage customers to engage is by creating an on-site Instagrammable spot or some other kind of selfie station. Ask visitors to tag your location and include a photo with their posts.

    Related: 5 Reasons Why Your Brand Needs a Strong Social Media Presence

    5. YouTube marketing

    This video colossus has more than two billion users, and just like most other online platforms, people use keywords to search it. You can boost YouTube’s organic reach to your company by posting engaging content that provides true value. With the right optimization, it will generate hundreds to thousands of new views and new customers. Concepts could include the story of your business’s foundation, testimonials from happy customers, product demonstrations and tutorials, local events or Q&A sessions with other business owners or thought leaders.

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    Jason Hennessey

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  • Online Holiday Shopping Fraud: What Retailers Need to Know | Entrepreneur

    Online Holiday Shopping Fraud: What Retailers Need to Know | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    The last few months of the calendar are huge for any retailer. In the U.S., Black Friday, Cyber Monday and Christmas sales reached almost $937 billion combined just last year alone.

    It’s also typically the time when retailers see an increase in fraud, with an 82% higher rate of daily attempts in the long weekend between Thanksgiving and Cyber Monday last year. However, experts say that retailers should brace themselves this holiday season in particular, as many factors have combined to make it an even more opportune time for fraudsters.

    First, the combination of rising inflation and predictions of a recession in the next 12 months means that consumers with ever-tightening budgets are more likely to fall prey to false “deals.” Second, the latest technology such as generative AI enables fraud to be executed on a much larger scale than ever before.

    Finally, crime does indeed seem to pay for fraudsters, as they are rarely held accountable for their crimes. New regulations in the U.S. are holding merchants and banks accountable for fraudulent transactions, while those behind them usually go unpunished. Generally, banks are more likely to be liable when the fraud involves an actual card, and merchants are more likely to be stuck with the cost for card-not-present transactions, when just the card’s details are needed, like online payments.

    Here are four types of online fraud for which merchants should be on the lookout this holiday season.

    Related: How to Transform Your Company’s Website Into a Real Money Maker This Holiday Season

    1. Malicious generative AI

    AI is being used to turbo-charge fraud, with tools such as WormGPT and FraudGPT now available for free on the dark web, where they are used for malicious purposes. FraudGPT can create very believable phishing scams, in addition to launching viruses and malware from websites that look like trusted retail sites but are in fact false. WormGPT can use data from chats to mimic customer support agents / trusted retail brands and thus trick consumers into giving confidential information (e.g. their credit card details), as well as create fake products on online marketplaces, generate counterfeit coupons and promotions that seem legit, and create fake online reviews.

    Email security company SlashNext conducted an experiment wherein they asked WormGPT to generate an email intended to urge an unsuspecting account manager into paying a fake invoice. According to researchers, WormGPT’s email was not only remarkably persuasive but strategic and cunning, demonstrating its potential for sophisticated phishing attacks.

    What can merchants do?

    To defend against this latest threat, merchants should ensure that all cybersecurity training for their company, such as awareness programs, is continually updated to include the latest warning signs of fraud. These include things like language that implies urgency.

    2. Website spoofing

    Another type of online fraud that merchants should be aware of is website spoofing, or brand impersonation with the intent of launching phishing attempts to execute online fraud. Cybercriminals replicate a business site with an identical frontend to the original and a barely-changed domain name so that users are likely not to realize the site is fake and so to trust it with their personal data. In 2022, more than 4.7 million phishing attacks took place.

    As long as the impersonated site is up, it damages the brand financially and reputationally, leading to customer churn. Memcyco’s Ran Arad refers to this critical time as the ‘window of exposure’: the time between when a counterfeit website is detected by Threat Intelligence Solutions, and its eventual takedown. In Arad’s words, “During this critical period, unsuspecting customers can be easily lured to the fake site, leading to potential monetary losses, data breaches and the exposure of personal identities. Alarmingly, many companies currently lack the insight to determine how many of their customers have fallen prey to scams during this vulnerable window.”

    With the help of technology, brands can take these spoof sites down. However, the process can take too long to prevent customers being conned out of their money by fraud.

    What can merchants do?

    Instead, merchants should implement website fraud detection solutions that are able to identify fraud attempts in real-time. These will minimize the scope of damage and exposure of customer details as much as possible.

    Related: Retailers Are Going to Shatter Discount Records This Holiday Season — But You’ll Have to Shop the Right Way to Cash In

    3. Gift card fraud

    With gift card sales expected to reach $2 trillion by 2030, gift card fraud is also expected to increase — specifically around December time. Although there is an annual spike in gift card purchases in mid-December, Christmas Eve sees a staggering six to seven times more sales in gift cards.

    Gift card fraud occurs when fraudsters steal a user’s credit card information and then buy a gift card with it. This kind of scam is effective because it leaves very little trail for the victims to follow: fraudsters can make purchases with stolen gift cards without needing any ID. For consumers, it’s virtually impossible to get this money back.

    What can merchants do?

    Merchants can attempt to prevent gift card fraud by placing limits on the ability to make large or repeated gift card purchases. In addition, having an internal system for tracking individual gift cards helps prevent fraudsters from taking advantage.

    4. Bot attacks/account takeover

    Account takeover is an old threat in retail, but with a rise in ecommerce fraud rings it has taken on a new twist. Malicious actors are employing bad bots to facilitate credential-stuffing and brute force attacks, as automation can cycle through potential credentials quickly until successful. These attacks have the potential to lock retail customers out of their accounts, provide fraudsters with sensitive information, contribute to business revenue loss, and increase the risk of non-compliance.

    As bot attacks on ecommerce sites increased by 71% in 2022, merchants are caught in a double bind. On one hand, it has become increasingly challenging for merchants to keep user accounts safe. At the same time, failure to do so can harm their business through fraudulent transactions, payment fraud, user distrust, and a negative impact on their brand reputation.

    The sophistication of these cybercriminals and criminal rings is fast-increasing, presenting a significant threat to retailers. Ping Li, Signifyd’s VP of Risk and Chargeback Operations, highlights that at one point in 2020, the automated attacks on their Commerce Network increased by 146%: “We’ve seen fraud rings unleash bots for everything from credential-stuffing to breaking into accounts, to rapid-fire fraud attacks, to quickly buying up the inventory of hot products for resale.”

    What can merchants do?

    Merchants should invest in technology that identifies the newest emerging fraud tactics. Many of these tools use machine learning and artificial intelligence to defend against bot attacks by malicious actors.

    Related: What Every Small Business Needs to Know About Friendly Fraud

    Step up the protection of your business this holiday season

    As retailers brace for a surge in fraud during the holidays, many factors are rendering increased vigilance crucial. In these times of economic uncertainty, merchants must put additional protections in place, especially since they are now accountable for reimbursing the victims of successful fraud attempts.

    Fraudsters are also exploiting new and emerging technologies. Internal policies, including cybersecurity training and awareness, can offer increased protection. However, it is fraud detection technology — which identifies fraud attempts in real-time across multiple attack vectors, including websites — that should be the first line of defense for brands today.

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    Ralph Tkatchuk

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  • How to Brag About Your Business Accomplishments | Entrepreneur

    How to Brag About Your Business Accomplishments | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Companies all across the country are doing great work that goes unnoticed. Why? There are many reasons. Some businesses don’t like to brag about their accomplishments. They don’t apply for awards that might put them in the spotlight because they don’t want to be seen as boastful or conceited.

    It’s great to be humble, but recognition is important to be known as an expert in your field. And who doesn’t want that? Let’s face it: no one wants to work with an average company. We all want to do business with innovators, those who continuously improve and push the limits.

    So, how do you get appropriate bragging rights? Get noticed for your work? Generate positive word of mouth and establish your “brand promise?”

    Related: 20 Ways to Master Your Personal Brand on LinkedIn in 2024 and Beyond

    Awards that build credibility

    Awards are one way to differentiate your business. However, I learned early on that to get noticed, you must do something truly award-worthy. I like awards that demonstrate business results. For example, I sit on the Michigan Celebrates Small Business (MSCB) board, a 501c3 that awards the 50 Companies to Watch. These are high-potential, second-stage companies that demonstrate excellence and support the economy.

    Industry or supplier awards are also impressive. An industry group or professional organization usually sponsors these awards. They show that the work is excellent and noteworthy compared to your peers. Before you apply for any award, do your homework. What do you know about the sponsoring organization? Are the criteria specific and understandable? Is there a rigorous process? Are the judges independent experts or individuals who will simply select their buddies? Does the list of past winners include well-known and respected companies? If so, you might want to apply.

    Finally, there are community awards. Many non-profits recognize individuals and companies that “do good” and help advance their programs or mission. Using your skills and your company’s resources for these non-profits can provide visibility. However, I believe this should not be your goal. Give without expecting anything back, and don’t do it unless you really care about the organization. If you are honored for your efforts, accept the accolades humbly.

    Related: The Secret to Winning Awards for Publicity and Credibility

    Content that gets you noticed

    Here are a few tips for making your award application stand out. Avoid boring, typical information. No one cares about detailed historical information. Instead, focus on what others will consider remarkable. Did you develop something avant-garde? Have you managed to find a simple solution to a complex problem? Are you starting or defining a whole new industry? Be creative and tell a story. It takes time and attention to apply for awards. I spend as much time writing an award application as on a client project. Sure, it’s lots of work, but it is also a great way to showcase what you can do and be recognized as a leader. If you aren’t going to do the hard work it takes to win, don’t bother.

    My company was asked to apply for — and won — the Woman Owned Small Business Supplier of the Year from Siemens in 2018. It was a great honor. Over the years, we have won five Telly Awards, which “honor excellence in television and video across all screens.” In 2023, we won our sixth Gold Telly for a documentary titled “A Story to Remember” about a woman’s dementia journey. These awards, and many others, have helped our team be recognized for work that we love to do. (See, that is how you brag.)

    One thing to note: an award is not an award is not an award. Some are just vanity awards. This year, I was told I could be “An Inspiring Woman Leader” for $1800, an “Admired Leader” for $1500 or a “Top 10 Influential Leader” for a mere $900. I know individuals who take advantage of these promotional opportunities, and I do not judge. However, I like to stick to awards that have substance. Not those that are pay-to-play.

    Related: Winning Small Business Awards Can Boost Your Company’s Credibility. Here’s How to Get Started.

    Spread the word

    It shows staying power when you are consistently recognized, and you should capitalize on the news.

    Today, social media and online communities can help spread the word. But it is not just going to happen. You need to have an established social network and understand what you want to be known for in advance. You can blog or share content you have aggregated on relevant communication channels. Then, when you do win a big award or get noticed, people will promote and share that news on your behalf. Be sure you make these announcements on time.

    There are also some simple ways to pass along the news and brag. Add an announcement to your company phone greeting. Put a tagline on the bottom of your e-mail signature or other digital communications saying “The Winner of…” Add it to your website or Facebook page if you get press coverage. You want the information to live on beyond the initial announcement.

    Knowing how to go after important recognition awards and then leverage them can impact your business in the long term. It adds credibility as you expand your reach into new markets. It boosts employee morale and pride. And, if you are looking to position your business for an acquisition, merger or sale, the goodwill you get from recognition makes your firm more desirable and saleable.

    So, start applying for awards, and when you win, go ahead and brag. It’s not a bad thing.

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    Cynthia Kay

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  • 7 Reasons Why CEOs Need to Develop a Personal Brand — and How to Build One. | Entrepreneur

    7 Reasons Why CEOs Need to Develop a Personal Brand — and How to Build One. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    We all make purchasing decisions based on our connection to brands. One runner, for instance, may be dedicated to Asics running shoes, while another wouldn’t dream of buying anything but Nike.

    These days, thanks to social media, choosing our favorite brands or which companies we give our money to heavily relies on who is heading that company. We want to do business with people that inspire us, people we like and trust. It’s for this very reason that CEOs must develop their own personal brand.

    Over the years, I’ve had the honor of working with business leaders from around the world, enabling them to harness the power of compelling narratives to craft and communicate their brand’s unique origin story. I am excited to share with you the profound importance of CEO branding in today’s fiercely competitive business landscape and provide actionable insights on how you can effortlessly embark on your own CEO brand-building journey.

    Related: The 3 Biggest Mistakes CEOs Make With Their Personal Brand (and How to Turn Those Mistakes Around)

    The importance of CEO branding

    Your own personal brand is what reflects your priorities and values. Branding helps you, your colleagues and the customers you serve define who you are and what value you offer as a leader. Without a powerful and visible brand, CEOs may find it hard to grow their business, become an influencer or take their career to the next level.

    But, when you grow your brand, doors open and opportunities present themselves to you. People are more likely to listen to what you have to say, connections are made and those connections are apt to turn into paying customers and lifelong advocates.

    Let’s dive in and take a look at some of the biggest benefits of CEO brand building.

    1. Broaden your impact

    Your personal brand not only reflects your work ethic but also how you interact with and relate to others. These “others” include the teams you manage, shareholders and consumers. Your brand is recognized in the real world in face-to-face interactions as well as in virtual interactions.

    2. Stand out from the crowd

    The entire world is online, and everyone is creating and sharing content. This creates a lot of noise.

    Cut through that noise with your own unique vision. A personal brand helps you be an authentic voice in a sea of pandering. Always remember, people can smell phony from a mile away. When you develop your personal branding, every word you utter and the action you take is genuine to who you truly are.

    3. Others seek you out

    When your personal brand is authentic and attractive to others, opportunities come knocking. You’d be surprised at the number of new clients or customers that suddenly appear without any further effort on your part. Vendors may contact you, as well as the press, for interviews and event organizers about speaking engagements. Other companies may also get in touch with you, hoping to snag you for their operation.

    Put the work in upfront to develop your brand and the opportunities almost effortlessly follow.

    Related: 8 Strategies for Developing a Strong Personal Brand

    4. Incredible networking opportunities

    Networking events are important for doing business and moving your career forward. But let’s be honest — these things can be a nightmare to navigate. Who should you talk to? What should you say? Will others find you (dare I say it)… boring?

    When you’ve taken the time to thoughtfully craft your own brand, you become one of the most interesting people in the room.

    People walk up to you with hands outstretched. People ask you questions because they want to know even more. CEO branding turns a potentially awkward (but necessary) event into a simple and rewarding one.

    5. Grow your bottom line

    Do any of us really know what the economy will do from year to year? Heck, month to month? With so much economic uncertainty, it can be challenging, to say the least, to continue to grow your bottom line and meet shareholder expectations when consumers are tightening their wallets.

    People are far more likely to give their hard-earned money to a company whose CEO is charismatic and vocal, no matter what the economy is doing. Case in point: Research by FTI Consulting found that those companies who had strong and vocal leaders during the early stages of the Covid-19 pandemic elicited stronger investor confidence. Numerically speaking, this translated into $260 billion in additional shareholder value during a time that was, for many, economically uncertain.

    6. Gain confidence

    In my experience, one of the biggest reasons leaders have confidence issues is because they don’t know who they are as a leader. They may know who they are as a husband or wife, mother or father, or friend, but when it comes to leadership, they don’t know their own beliefs, strengths, weaknesses or unique value proposition.

    Developing your brand requires you to uncover your skills and values. The entire process allows you to see yourself in an entirely new way. And once you know who you really are as a leader, your confidence soars. And when this happens, those you have been leading recognize it and the entire dynamic in your organization shifts.

    Related: How to Stop Your CEO’s Reputation From Damaging Your Business

    7. Attract better clients

    Having a powerful personal brand means you inevitably attract better-quality clients. Why is this? Because people will always seek out an expert to work with. Your brand will cut out the competitive process entirely.

    Tips to begin building your CEO brand

    Now that you know the benefits of CEO brand building, here are some ideas to help get you started:

    1. Brainstorm

    Self-evaluation plays a key role in developing an accurate and effective personal brand. So, spend a little time thinking and jotting down any ideas or insights. What is something you love about the work you do? What skills do you offer? What are you known for? How do you view your industry? What are compliments you often get from others? What do you know in your heart you could improve upon regarding your leadership style?

    2. Ask for honest feedback

    You need to know what others really think of you. Get feedback from friends and family, as well as colleagues and clients. Does this feedback align with how you want to be perceived by others? If not, what changes do you need to make to begin living your ideal brand?

    3. Develop your elevator pitch

    Now that you are starting to get a sense of what your brand is, it’s time to be sure you can articulate that brand to others quickly and easily. And this is where the elevator pitch comes in.

    You most likely know people use an elevator pitch to introduce their fledgling company to prospective investors or to introduce themselves when looking for employment. However, CEOs can use this same exercise to encapsulate their personal brand in a few sentences. In no more than three sentences, how would you describe your unique leadership values and contribution?

    Once you’ve got your pitch ready, you can use this as a daily reminder of who you want to be, as well as use it on your personal social media pages.

    4. Audit your social media accounts

    For many people who are new to your company, your social media presence will be their first introduction. Now that you’ve taken some time to brainstorm and think about what you want to project, it’s a good idea to audit your social media accounts to ensure someone’s first impression of you jives with your intended brand.

    If you need help with this, take a look at some other leaders in your industry to see whose profile best fits the brand you are building. Don’t copy them, but feel free to emulate and take ideas from their profile.

    5. Keep tweaking and adjusting

    Building your CEO brand is a process. You won’t necessarily discover your authentic leadership self and be able to communicate your value right away. That’s okay. Just keep at it and tweak and adjust your brand and your content as you go.

    Conclusion

    I hope you now recognize the importance of CEO branding. Though it will take some time to build, your brand will ultimately help you connect with your audience in a deeper and more meaningful way. And, because people tend to align with brands that mimic their own values, your branding efforts will also help you to create loyal followers rather than customers.

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    LaQuita Cleare

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  • How to Work With These 4 Different Kinds of Influencers | Entrepreneur

    How to Work With These 4 Different Kinds of Influencers | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    The landscape of influencer marketing has undergone a great transformation in recent years. No longer tethered to the allure of celebrity endorsements and macro-influencers boasting millions of followers, brands are now gravitating towards nano- and micro-influencers, armed with smaller but fervently engaged audiences.

    The key to forging authentic connections with consumers lies in partnering with content creators who deliver visibility, genuine endorsement and effective advocacy. Marketers have shifted their focus, acknowledging that the quality of engagement trumps the sheer size of an influencer’s following.

    Navigating the influencer marketing world to find the ideal match for your brand can be daunting for marketers. Let’s delve into the intricacies of selecting the right influencer for your business needs.

    Nano-influencers: The community connectors

    With follower counts typically below 10,000, nano-influencers excel in fostering genuine connections within tight-knit communities. Unlike mega-influencers, they prioritize personalized interactions, responding authentically to comments and messages. Their recommendations feel like friendly advice, often collaborating with local businesses to provide relatable reviews.

    Nano-influencers stand out for their authenticity, as they haven’t yet reached the celebrity status that can dilute genuineness. Brands are recognizing the power of micro-communities, shifting towards targeted influencer marketing. These community connectors bridge the gap between brands and specialized audiences, proving that in the era of authenticity, smaller followings can have a more significant impact on community building and trust.

    Pros:

    • High authenticity in engagements.
    • Cost-effective and affordable partnerships.
    • Direct and personal communication channels.
    • Easy-to-reach influencers.

    Cons:

    • Limited audience reach.
    • Potentially less polished content.
    • Primarily organic growth, with a slower scale.

    Best for: Localized promotions, niche products, and community-driven campaigns.

    Related: Influencer Marketing 101: A Blueprint for Running a Successful Campaign

    Micro-influencers: The engaged enthusiasts

    With 10,000 to 100,000 followers, micro-influencers are niche experts, captivating dedicated audiences with their specialized focus. Balancing reach and engagement, they provide in-depth content, connecting intimately with followers through valuable insights.

    Collaborating with brands aligned with their niche, micro-influencers offer authentic endorsements, leveraging their perceived expertise. Their recommendations carry weight, making them influential tastemakers within their specific domain. Micro-influencers blend trust with a substantial reach, offering a strategic middle ground for brands seeking diverse yet engaged audiences. In a content-saturated digital environment, they stand out as trusted guides, showcasing the impactful role of a focused and knowledgeable approach in shaping consumer trends.

    Pros:

    • Easy-to-reach influencers.
    • Strong connection with their audience.
    • Higher engagement rates.
    • A balance of reach and authenticity.

    Cons:

    • Still limited to mid-tier reach.
    • Platform-specific influence.
    • Varied content quality standards.

    Best for: Brands targeting specific hobbies, emerging products, and authentic narratives.

    Related: 5 Things You Should Know Before Collaborating With An Influencer

    Macro-influencers: The broad spectrum voices

    With followers ranging from 50,000 (or 100,000 sometimes) to a million, macro-influencers act as bridge figures, connecting reach with niche expertise. Positioned between micro and mega-influencers, they bring a unique dynamic to influencer marketing. Macro-influencers offer a balance, possessing a significant following while often maintaining a specialized focus. Their content resonates across a broad spectrum, capturing the attention of diverse audiences while still catering to specific interests.

    This tier of influencers collaborates with various brands, making them versatile partners for companies seeking a mix of reach and targeted impact. Their content often reflects a polished and professional image, adding a touch of aspirational appeal to their recommendations.

    Pros:

    • Broad exposure to varied audiences.
    • Professional approach to collaborations.
    • Established reputation in their domain.

    Cons:

    • Relatively higher collaboration fees.
    • Potential for a diluted personal connection with followers.
    • More pronounced competition among brands for partnerships.

    Best for: Established brands, diverse audience campaigns, and larger product launches.

    Related: How Influencer Marketing Took Power, and What the Future Holds

    Mega-influencers: The digital titans

    With over a million followers, mega-influencers stand as digital titans, commanding vast territories of influence across social media platforms. Their reach is extremely high, making them key players in shaping trends, opinions, and consumer behaviors. These influencers often transcend specific niches, appealing to a broad and diverse audience. With a celebrity-like status, mega-influencers can turn products into trends and shape the cultural zeitgeist. Their endorsements can lead to widespread recognition and catapult brands into the mainstream.

    Mega-influencers collaborate with major brands and participate in high-profile campaigns, leveraging their massive following to amplify messages. While their content may exude a polished and aspirational vibe, the challenge lies in maintaining a genuine connection with such a large audience.

    Pros:

    • Extremely high reach across regions.
    • High-quality content production.
    • Amplified brand visibility.

    Cons:

    • Premium collaboration costs.
    • Time-consuming collaboration (can’t deliver results right here and right now)
    • Hard-to-reach influencers (sometimes it involves communications of different levels)
    • Potential disconnects from individual followers.
    • Scrutiny and higher public relations considerations.

    Best for: Luxury and global brands, mass audience campaigns, and trendsetting initiatives

    Influence marketing is a great tool in the strategic marketing strategies of companies and brands of varying sizes. Collaborating with bloggers and opinion leaders facilitates the conveyance of information about goods and services and the spreading of business values. However, the success of an entire marketing campaign involving influencers hinges on the meticulous selection of the right social media blogger.

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    Dmitrii Khasanov

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  • November's rally just erased two months of Fed tightening, economist says

    November's rally just erased two months of Fed tightening, economist says

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    Financial conditions are now looser than in September, says economist

    Financial conditions in the U.S. are looser than in September, says economist.


    Getty Images

    The feel-good tone gripping markets in the home stretch of 2023 may not be what the Federal Reserve had penciled in for the holidays.

    The stock market in December, once again, has been knocking on the door of record levels, driven by optimism about easing inflation and potential Fed rate cuts next year.

    But while the prospect of double-digit equity gains this year would be a reprieve for investors after a brutal 2022, the latest rally also points to looser financial conditions.

    Ultimately, the risk of looser financial conditions is that they could backfire, particularly if they rub against the Fed’s own goal of keeping credit restrictive until inflation has been decisively tamed.

    Read: Inflation is falling but interest rates will be higher for longer. Way longer.

    Specifically, the November rally for the S&P 500 index
    SPX
    can be traced to the 10-year Treasury yield
    BX:TMUBMUSD10Y
    dropping to 4.1% on Thursday from a 16-year peak of 5% in October.

    Falling 10-year Treasury yields from a 5% peak in October coincides with a sharp rally in the S&P 500 at the tail end of 2023.


    Oxford Economics

    The Fed only exerts direct control over short-term rates, but 10-year and 30-year Treasury yields
    BX:TMUBMUSD30Y
    are important because they are a peg for pricing auto loans, corporate debt and mortgages.

    That makes long-term rates matter a lot to investors in stocks, bonds and other assets, since higher rates can lead to rising defaults, but also can crimp corporate earnings, growth and the U.S. economy.

    Michael Pearce, lead U.S. economist at Oxford Economics, thinks the November rally may put Fed officials in a difficult spot ahead of next week’s Dec. 12 to 13 Federal Open Market Committee meeting — the eighth and final policy gathering of 2023.

    “The decline in yields and surge in equity prices more than fully unwinds the tightening in conditions seen since the September FOMC meeting,” Pearce said in a Thursday client note.

    The Fed next week isn’t expected to raise rates, but instead opt to keep its benchmark rate steady at a 22-year high in a 5.25% to 5.5% range, which was set in July. The hope is that higher rates will keep bringing inflation down to the central bank’s 2% annual target.

    Ahead of the Fed’s July meeting, stocks were extending a spring rally into summer, largely driven by shares of six meg-cap technology companies and AI optimism.

    From June: Nvidia officially closes in $1 trillion territory, becoming seventh U.S. company to hit market-cap milestone

    Rates in September were kept unchanged, but central bankers also drove home a “higher for longer” message at that meeting, by penciling in only two rate cuts in 2024, instead of four earlier. That spooked markets and triggered a string of monthly losses in stocks.

    Pearce said he expects the Fed next week to “push back against the idea that rate cuts could come onto the agenda anytime soon,” but also to “err on the side of leaving rates high for too long.”

    That might mean the first rate cut comes in September, he said, later than market odds of a 52.8% chance of the first cut in March, as reflected by Thursday by the CME FedWatch Tool.

    Stocks were higher Thursday, poised to snap a three-session drop. A day earlier, the S&P 500 closed 5.2% off its record high set nearly two years ago, the Dow Jones Industrial Average
    DJIA
    was 2% away from its record close and the Nasdaq Composite Index
    COMP
    was almost 12% below its November 2021 record, according to Dow Jones Market Data.

    Related: What investors can expect in 2024 after a 2-year battle with the bond market

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  • AMD wins high praise for AI advancements as its stock soars 6%

    AMD wins high praise for AI advancements as its stock soars 6%

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    While Advanced Micro Devices Inc. shares didn’t enjoy a Wednesday bump during the company’s artificial-intelligence event, they were rallying sharply Thursday as analysts reflected on the chip maker’s presentation.

    Chief Executive Lisa Su and her team “put together one of the most impressive new product event/launches by our reckoning in the last decade, perhaps ever,” Rosenblatt Securities analyst Hans Mosesmann wrote in a note to clients.

    The launch of AMD’s
    AMD,
    +7.09%
    MI300X AI/graphics-processing-unit accelerator “was not just a speeds and feeds geek fest (it was that for sure, with AMD claiming superiority in AI inferencing), but an industry movement coalescing around the concept of ‘open’ sourced technologies are preferred (demanded really), to address the insanely fast/accelerating life-changing thing that AI has become,” Mosesmann continued.

    Opinion: AMD’s new products represent the first real threat to Nvidia’s AI dominance

    He was also impressed by the company’s talk of its software platform ROCm, which he thinks is catching up to Nvidia Corp.’s
    NVDA,
    +1.54%
    CUDA.

    “Of course, Nvidia is not going away, and we are quite sure will remain the dominant AI player for years to come but AMD we feel made the case yesterday that they will be an important AI innovator on a secular basis,” Mosesmann noted, as he kept his outperform rating and $200 target price on the stock.

    AMD shares were up 6% in Thursday morning trading.

    Baird’s Tristan Gerra was also impressed.

    “Rapidly unfolding hyperscaler engagements, highly competitive AI architecture specs, along with accelerated new product roadmap, bode well for share gains and continued acceleration in AI-related revenue for AMD beyond 2024, while faster-than-expected rate of adoption so far could potentially drive upside in the AI revenue outlook for 2024, in our view,” he wrote.

    Read: Nvidia and Microsoft CEOs say industrial companies will benefit most from AI. Here are stocks to put on your watch list.

    Gerra also sees the potential for “high-volume deployments,” thanks to the “significant software milestones” AMD is showing. He rates the stock at outperform with a $125 target price.

    TD Cowen’s Matthew Ramsay said that AMD’s event reinforced his belief that the company “is well positioned to meaningfully participate” in the large total addressable market for AI accelerators.

    The company called out Microsoft Corp.
    MSFT,
    -0.01%    ,
    Meta Platforms Inc.
    META,
    +2.41%
    and Oracle Corp.
    ORCL,
    -0.08%
    as customers, announcements that were “strong” but not “surprising,” in Ramsay’s view.

    “We remain encouraged that AMD is making an impressive case (and is getting customer support) to provide adaptive computing solutions for both training and inference in increasingly large [generative-AI] infrastructure builds,” he wrote. “We believe this signifies a strong AI strategy of delivering a broad portfolio of [central processing unit], GPU, and [field-programmable gate array] assets, with open software that enables easily deployed AI workloads while leveraging the company’s existing partnerships to accelerate its AI ramps at-scale.”

    Ramsay has an outperform rating and $130 target price on AMD shares.

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  • 10 Creative Content Ideas Inspired by Gary Vee | Entrepreneur

    10 Creative Content Ideas Inspired by Gary Vee | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    This story originally appeared on Under30CEO.com

    Gary Vaynerchuk (aka Gary Vee) is an entrepreneur and marketing expert known for his forward-thinking digital advice. Through books, speeches and online videos, he shares tips on grabbing consumer attention amid endless content noise.

    He advises jumping on emerging platforms early before competition makes cutting through difficult.

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    ILIAS ISM

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  • 50 Questions to Ask Your Business Before the New Year | Entrepreneur

    50 Questions to Ask Your Business Before the New Year | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    We naturally begin to review things as our focus shifts to the new year (or a new fiscal year in any season). Assessing, lamenting, dreaming, dreading… Maybe it’s a big initiative that someone in your leadership is spearheading, or maybe it’s something entirely your responsibility to steer.

    Regardless, I wanted to create a set of comprehensive prompts, written in plain language, that hopefully stir up some fruitful reflection, as well as a way to summarize and prioritize them into goals at the end. I’ve collected the prompts into categories to keep us focused.

    The goal isn’t to have a thoughtful response to every prompt but to pay attention to which prompts resonate most with you — and why. Every stone you turn over won’t uncover a gem, but one of them will, and that’s all that matters.

    Brand identity

    1. As our brand leaders, what do we value most in the world?

    2. How would the world be different if our brand grew to become a household name?

    3. If our brand were a person, how would we describe its personality?

    4. How would an outsider describe what makes us unique?

    5. Does our brand reflect the needs and aspirations of our target audience?

    Competitive brandscape

    6. Which of our competitors do we want to become more like? (Think of these as a “north star.”)

    7. Which of our competitors do we want to become less like? (We call this a “south star.”)

    8. Has our market position changed over the past year? How so?

    9. What aspects of our company truly differentiate us from our competitors? List everything that comes to mind.

    10. Are there any emerging trends in our industry that we should consider embracing in the year ahead?

    Last year’s brand performance

    11. What achievements are we most proud of in the past year?

    12. Which strategies or initiatives were most successful?

    13. What were some of our most frustrating setbacks or obstacles?

    14. How have our customers’ perceptions of our brand changed?

    15. In the last year, have we received helpful customer feedback?

    Related: Your Most Burning Questions About Personal Branding, Answered

    Customer insights

    16. How would you describe our ideal customer? Get granular.

    17. What does our customer want? And what do they want more than that? (Keep asking that second question until you run out of responses.)

    18. Where do our customers tend to hang out?

    19. How do our customers prefer to interact with us?

    20. What’s the health of our touchpoints with customers? (Think customer service, support, etc.)

    Talk tracks and messaging

    21. Are we speaking our customer’s language?

    22. Are we offering enough consistency and variety in our messaging?

    23. When did we compellingly tell our brand’s story last?

    24. Does content marketing play a role in our communications strategy? Should it?

    25. Are there words or phrases we consistently use that we should rework?

    Digital presence and social media

    26. In the last year, how have we tried to improve our SEO?

    27. Is our website effective in converting visitors?

    28. Which social platforms seem most beneficial for our brand to interact with prospective customers?

    29. Do we have a content calendar or rhythm to posting on socials?

    30. How can we be more consistent on these platforms?

    Product and service evaluation

    31. How would you rate our product/service’s ability to meet customer expectations?

    32. In the last year, what feedback have we received about our offerings?

    33. How can we enhance our product/service quality?

    34. Is there anything we can wrap-around our product/service to delight our customers?

    35. Are there opportunities to flex from predominantly service into a product, or vice versa?

    Internal culture

    36. Does our internal culture reflect the diversity of our customer base?

    37. How aligned is our team around our brand values?

    38. Does our team feel engaged and motivated, or perhaps lacking in certain areas?

    39. What professional development opportunities can we provide in the next year?

    40. How can we actively improve our recruitment and retention?

    Financial health

    41. What is the current financial health of our brand?

    42. Are we charging enough (or too much) for our product/service?

    43. Are there any creative ways to reallocate our budget to improve our operations next year?

    44. Which new revenue streams could we explore?

    45. What are our financial goals for the upcoming year?

    Related: How to Ask Yourself Better Questions in the New Year

    Innovation

    46. What new cultural trends should we prepare for? (Think AI, Web3, etc.)

    47. How can we promote a culture of innovation within our company?

    48. Are there any strategic partnerships that could benefit our brand?

    49. How will we measure success in the coming year? Should we schedule quarterly reviews of these questions?

    And lastly — read through all of your responses to the previous 49 prompts and:

    50. Dream up a list of five goals for the next year. Get specific.

    Take the guardrails off your mind momentarily and allow yourself to dream big. We often overestimate what we can get done in a week but underestimate what can happen in a year. Dream dreams that your future self might thank you for. Be specific. Use measurable language.

    Related: Setting Measurable Goals Is Critical to Your Strategic Plan (and Your Success). Here’s Why.

    After you have your five goals, prioritize them, listing them in order of significance and how impactful they’ll be to your brand’s growth over the next 12 months. Then, cross out the bottom two.

    This will provide focus and keep three primary objectives at the front and center for you. Now that you have your top three, write the first actionable step under each. What’s the smallest — but most apparent — step you can take towards each goal?

    And look at that: You’re already on your way to a brighter year ahead.

    What’s the best that could happen?

    Related: 16 Powerful Quotes to Unlock Change in the New Year

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    John Emery

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