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Scheinfeld Center for Entrepreneurship & Innovation

Santa Barbara has always been our favorite Southern California town – great biking, hiking, surfing and culture. But today, we discovered a whole new reason  to love this gem of the Pacific Coast, The Scheinfeld Center for Entrepreneurship and Innovation. This unique school takes the increasing demand for entrepreneurial education head on, and at the community college level, no less.
This afternoon, we… Read More

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Gaining Traction in the Marketplace takes Tenacity and Focus

You may hear about a brand that “just took off.” From our perspective, very few brands just take off. What’s more likely is that they started out small and sometimes took years to gain traction.
As we’ve said many times before, it’s not the quality of the product, the price, or the demand so much as it is mastering the distribution and timing.
They say you can move the Queen Mary if you exert enough pressure over… Read More

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Tailor Your Message to What Your Audience Wants to Hear

If you want to make a statement, tell them what you want to say. If you want to make a deposit, tell them what they want to hear. Sounds simple enough, but what do they want to hear and who are they anyway?
Every successful business learns eventually that there are a whole lot of folks between them and their end-user. Each one wants to hear a different message for a different reason. Sometimes we get so excited about our new idea… Read More

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B2B or Not to Be? That is the Question!

We often hear, “Oh, we’re B2B (business-to-business), so we don’t have to worry about customers at the general public level.” The fact is, you do.
It is an erroneous assumption that B2B is somehow insulated from the source of most income, the general public. If your client goes out of business, your B2B loses that account, and you lose an income source. Of course you need to worry!
The more your company understands… Read More

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Why We Write

We’ve been asked who we write for and why. The answer can be found in how we write. We learned most of our business knowledge the hard way. We write for you so you can avoid the painful lessons we have experienced first hand. We write to give you news you can use.
Even though we both have been to college, higher education isn’t required to understand these concepts. In fact, most of what we cover is not taught in college. It’s… Read More

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