Startup Cheat Sheet #1: Brand Foundation

Startup Cheat Sheet #1: Brand Foundation

I keep running into companies--both startups and mature businesses--that exhibit a disappointing level of confusion about who they really are (or who they're trying to be). Whether it's engineers contemplating what product features to focus on next, or the marketing team arguing over what to say on social media and how precisely to say it, an ambiguous emotional fog often permeates the space where a clear structure ought to stand.

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