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Breakthrough Branding: How smart entrepreneurs and intrapreneurs transform a small idea into a big brand by Catherine Kaputa

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Chapter 11From Small Idea to Big Brand

“We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.”

—Bill Bernbach, Legendary “Mad Man”

Rarely do things go as planned. The business world is dynamic. Markets change. The economy goes up and down. Customers develop new needs. New competitors spring up and give us the jitters.

Your passion for being an entrepreneur is what drew you in—don’t lose sight of it by getting caught up in the minutiae. When you are starting out, it is natural to attend to every little problem. But too many entrepreneurs stay in start-up mode once they are up and running, micromanaging all aspects of the business.

Every day, you need to think ...

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