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I’ve spent a lot of time this week shaping and articulating entrepreneurial companies.  We have searched for the “vein of gold” as Julia Cameron refers to it - for what sets a company apart and fills an unmet market need.

We have approached it by asking what really turns on the entrepreneur & what gets them out of bed to serve their customers.  We have worked off a simple equation:

What you love and are great at + what the market needs + what the market doesn’t have = some special nuance introduced to your industry that sets you apart in the marketplace and gives the customer MORE.

This equation has applied across industry - from the health, healing and fitness- all of which are different specialties, to sales, brand management and consulting.  Some target markets were to the consumer, while others were to large corporations and micro companies.

Our goal was to put the floor beneath the entrepreneurs - so that their offerings would bring in revenue immediately in their area of expertise.

For many entrepreneurs, we are in a ramp-up AGAIN mode, not from ground zero, although it feels that way, but from a history of success.  We are literally rewriting our own new success stories by shifting and multiplying our specialties.

Call it diversification, market position, brand extension, new product development or innovation.  But those are fancier words than I care to apply. I call it rewriting entrepreneurial success stories - so they can return anew into this new world, where they were but differently.  Not in the same place, working for the same people and doing the same things, because none of that may available. But by being just a successful and just as enriched, within the new framework of today’s economy.

How are you rewriting your own new success story?

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