As entrepreneurial leaders at BackCheck, my brother and I quickly learned the value of a second (or third) opinion. In marketing especially, be it creative design, product marketing, branding, positioning, it is easy to get caught up in your own enthusiasm.
Our last idea was a big success, so this one will be, too. Right?
BackCheck’s success was built on a number of key pillars, one of which was a relentless approach to product and brand positioning. We wouldn’t go many weeks without reviewing everything that went in front of a customer. We participated in as many customer facing meetings as we could because we always learned from our customers – what do they need? What can we do better? What is working? We reviewed every document regularly.
Why? Because the little things matter. We were growing a business in completely green fields. We had a great team, and a…
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