Name Calling!

Picking a name for a new venture, product. or service is not easy. It may well be one of the hardest things we'll ever do in our venture.

Picking the wrong name could prove disastrous; the right name (brand) could add many sales dollars.

The following checklist should help. However, it is unlikely that any name will meet all these criteria, and there have been many successful names that met but a few.

Good luck!

1. Can we get the .com URL for the name we want? 
2. Is the name distinctive?
3. Is the name instantly recognized?
4. Is the name easy to remember?
5. Is the name pleasant to see?
6. Is the name pleasant to say?
7. Is the name easy to spell?
8. Is the name itself confusing?
9. Is the name easily confused with other names?
10. Is there a connection between the name and the product, service, or business venture it represents?
11. Does the name suggest what the business venture, product, or service does? If not, the tagline that accompanies the name may have to carry more communications weight.
12. Is the name descriptive of the benefits offered by the product, service, or business venture?
13. Does the name convey the proper image?
14. Does the name fit customers expectations?
15. Does the name reinforce customer expectations?
16. Are there any negative connotations with the name
17. Is the name limiting?
18. Does the name coordinate with other names used in the organization?
19. Does the name work in all target markets?
20. Can the name be legally protected? Check with USPTO.gov and your state corporation commission to see if the name you want is already taken. If it is, start over!
21. Can the name be used in other countries?

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How to Build an Effective Team

1. Team members should clearly understand what is expected of them, individually and as a group.
2. Team members should understand their specific role on the team.
3. Team members should be committed to the success of the team ... all for one, one for all!
4. Team members should be competent in their individual field of expertise.
5. The team should be balanced and cover all key areas ... for example, a new business venture team often consists of a general manager, a product/operations manager, a marketing/sales manager, and a finance manager.
6. Teams members should be of good character and maintain high ethical standards.
7. The team should have control of their destiny.
8. Team members should actively communicate on an on-going basis.
9. Team members should actively coordinate their planning and actions on an on-going basis.
10. Team members should actively collaborate on an on-going basis.
11. The team should be engaged in proactive change and innovation.
12. The team should be responsible for the consequences of its actions.

Sources of Innovation Opportunity

1. The unexpected success, failure, or outside event
2. The incongruity between reality as it actually is and how reality is perceived
3. Innovation based on process need
4. Changes in industry structure or market structure that catches everyone unaware
5. Demographic (population) changes
6. Changes in perception, mood, and meaning
7. New knowledge, both scientific and nonscientific

[Thank you, Peter F. Drucker]

Teamwork Skills

1. Listening ... it is important to listen to other people's ideas. When people are allowed to freely express their ideas, these initial ideas will produce other ideas.
2. Discussing ... it is important to discuss your ideas with your teammates until you agree.
3. Questioning ... it is important to ask questions, interact, and discuss the objectives of the team.
4. Persuading ... individuals are encouraged to exchange, defend, and then to ultimately rethink their ideas.
5. Respecting ... it is important to treat others with respect and to support their ideas.
6. Helping ... it is crucial to help one's coworkers, which is the general theme of teamwork.
7. Sharing ... it is important to share with the team to create an environment of teamwork.
8. Participating ... all members of the team are encouraged to participate in the team. (usually consist of three or more people)
9. Communicating ... For a team to work effectively it is essential team members acquire communication skills and use effective communication channels between one another e.g. using email, viral communication, group meetings and so on. This will enable team members of the group to work together and achieve the team's purpose and goals.

[Thank you, Wikipedia]

Traits of Successful Innovators and Entrepreneurs

Able to accept rejection ... able to build new structures ... able to build on the strengths of others ... able to communicate non-verbally ... able to concentrate ... able to control and direct ... able to cope well with novelty ... able to creates internal visualizations ... able to elaborate ... able to escape
perceptual set and entrenchment ... able to express themselves ... able to fantasize ... able to find order in chaos ... able to focus ... able to get along well with others ... able to go beyond logical expectations ... able to handle abstractness ... able to identify problems ... able to imagine ... able to juxtaposition two or more incongruities ... able to keep an open mind ... able to keep options open ... able to make independent judgments ... able to observe trends ... able to organize ... able to perform "miracles" ... able to resist jumping to premature conclusions ... able to see inside-out ... able to solve collision conflicts for which there are no readily apparent solutions ... able to synthesize or combine ... able to think logically ... able to think metaphorically ... able to translate ideas into action ... able to use existing knowledge as base for new ideas ... able to use wide categories and images ... able to visualize ... able to visualize the future ... action-oriented ... adaptable ... adept with numbers ... alert to gaps in their knowledge ... alert to novelty ... ambitious ... analytical ... articulate ... attracted to challenges, not risks ... aware and empathetic of the needs of others ... aware of the world around them ... basically knowledgeable of their target area ... bold ... breaking the boundaries ... charismatic ... colorful ... confident ... considerate ... creative ... creative in a particular domain ... curious ... driven ... earthy ... emotionally appealing ... emotionally expressive ... emotionally stable ... empathetic ... enthusiastic ... ethical ... exciting ... expecting success ... expressive ... flexible ... fluent in areas of expertise ... full of energy ... futuristic ... get along well with others ... good at maintaining interpersonal relations ... good at timing ... good communicators ... good judgment ... good leaders ... good sense of timing ... have good communicative ability ... healthy ... humorous ... imaginative ... in good health ... in need of feedback ... in need of high achievement ... in possession of a positive attitude ... independent ... independent in outlook ... independent in thinking ... innovative ... inquisitive ... intelligent ... intense ... inventive ... know how to organize ... knowledgeable ... listeners ... lively ... loaded with energy ... logical ... looking for opportunities in problems ... looking for problems to solve ... magical ... maintain good interpersonal relations ... not status seekers ... not willing to give up ... objective in their approach to interpersonal relationships ... open-minded ... original ... possessing a sense of urgency ... possessing a vivid imagination ... possessing stamina ... possessing superior conceptual ability ... possessing supra-rational creative abilities ... possessing wide and varied interests ... productive ... proud of what they do ... rational ... realistic ... resistant to closure ... resourceful ... self-confident ... self-starting ... self-sufficient ... sensible ... sensitive to problems ... skilled decision makers ... skilled in good judgment ... sociable ... stimulated by variety ... tactful ... take pride in what they do ... unwilling to conform ... welcome responsibility ... willing and able to make decisions ... willing to accept responsibility ... willing to ask "why?" ... willing to invest in the future ... willing to question norms and assumptions ... willing to solve puzzles ... willing to take a chance ... willing to take calculated risks ... willing to work hard ... word fluent ...

Brainstorming!

A good way to have a good idea is to have lots of ideas from which to choose! Brainstorming is a Creativity Supertool!

1. Brainstorming is a team sport ... support your team members!
2. No criticism ... no "devil's advocates" allowed!
3. Anything goes … wild, crazy, impractical, ingenious ideas encouraged!
4. Go for quantity, not quality, of ideas!
5. All ideas encouraged!
6. Piggyback, improve, combine ideas ... be an "angel advocate"!
7. Record all ideas so nothing gets lost!
8. Filter ideas later, not during the brainstorming session!
9. Set a time limit for the session, then stick to it!

Variation ... brainwriting: the general process is that, in a group, ideas are recorded by each individual who thought of them ... they are then passed on to the next person who uses them as a trigger for their own ideas.

Creativity Kindling Exercises

• Level 1 ... Explain, Demonstrate, Identify, Illustrate, Translate, Show, Label
• Level 2 ... Solve, Organize, Construct, Generalize, Examples, Relate, Summarize
• Level 3 ... Compare, Contrast, Classify, Dissect, Analyze, Categorize, Take Apart, Sequence, Group
• Level 4 ... Design, Hypothesize, Predict, Combine, Originate, Compose, Improve, Invent
• Level 5 ... Create, Modify, Forecast, Restructure, Initiate, Imagine, Substitute, Change
• Level 6 ... Justify, Criticize, Judge, Recommend, Evaluate, Propose, Defend, Appraise

Types of Creativity

• Expressive ... Very common form of creativity.  Example: Doodling, short notes, humming a new melody.   Useful for communications, advertising, sales.
• Productive ... Common form of creativity.  Example: Finding a better way of doing a job.  Useful for process improvement, cost reductions, efficiency, improvement.
• Inventive ... Userful for new product development.
• Innovative ... Applied creativity.  Better solutions than competition.  Competitive advantages.   Useful for marketing, new product development.
• Emergenative ... Very rare form of creativity.  Example: Einstein's Theory of Relativity...opened the door for space travel, nuclear fusion.  Useful for developing entirely new industries.

Customer Perception of Value

From the choices usually available in a marketplace, customers determine which supplier offers the best value. Different customers have different needs, different wants, different desires. Hence, multiple competitors may well exist in the same marketspace. However, seldom do competitors have the same market share. Typically, one company wins the vote for "best value" from a plurality (or majority) of potential customers

In a nutshell, customers determine value by which supplier offers the best benefits at the optimal price.

Value = Benefits/Price

Great value, super bargain!: the benefits greatly exceed the price ... Value = ++
Good value: the benefits outweigh the price ... Value = +
Fair value: the benefits match the price ... Value = OK
Bad value: the price outweighs the benefits ... Value = -
Rip off!: the price greatly exceeds the benefits ... Value = --
To increase value, either add benefits or decrease price.
The "quick and dirty" way to enhance value is to have a "Sale!" ... "50% off, limited time only!"

Customers make their buy decisions primarily based on their perceptions of value, comparing the options offered from several sources. How many sources are included is a customer decision, and not always entirely logical. One of the key values of a brand is to make the buying decision easy for the customer ... "I'll just by an Apple computer rather than explore other options."

Some benefits are determined objectively ... fit, form, function, feel, features, performance ...
Some benefits are determined subjectively ... color, smell, brand name, shape ...
Some aspects of the price are direct ... the cost ...
Some aspects of the price are indirect ... warranty, convenience of purchase ...

Ways to deliver value to a customer:
- Product: performance, quality, features, brand, selection ...
- Price: fair, visible, consistent, reasonable
- Access: convenient, location, nearby, at-hand
- Service: ordering, delivery, return, check-out
- Experience: emotional, respect, ambiance, fun, intimacy ...
- Process: ways of doing business that are consistent and comfortable

Characteristics of a Great Venture Plan

1. Presents a clear explanation of why the venture concept is a significant opportunity.
2. Provides a concise description of the venture's products or services.
3. Provides a clear, rational explanation of why the venture idea is better than anything else already available.
4. Succinctly explains customer benefits in qualitative and quantitative terms.
5. Provides a clear explanation of the one or two things the company does best.
6. Focuses on market-driven opportunities.
7. Provides evidence of customer acceptance of the venture's products and services.
8. Presents evidence of the marketability of the products and services.
9. Presents a quality, sophisticated, experienced management team, advisors, and board of directors with complementary and encompassing business skills.
10. Gives a clear sense of what the founders expect to accomplish in 3 to 7 years.
11. Provides a rational explanation of why the investor should trust the management team to do what they say they are going to do.
12. Identifies all the alternatives available to prospective customers.
13. Addresses how the venture will develop and sustain a distinct competitive advantage.
14. Addresses how the venture will develop and sustain a proprietary position.
15. Contains reasonable financial projections with key data explained and justified.
16. hows how and when the venture will generate sustainable positive cash flow streams.
17. Describes the manufacturing and/or service delivery processes and associated costs in appropriate detail.
18. Explains and justifies the level of product development required.
19. Justifies financially the means chosen to sell the products and services.
20. Supports credible growth projections.
21. Provides a clear explanation of how the money invested in the venture will be used.
22. Shows how and when the venture will generate sustainable profit.
23. Shows an appreciation of investor needs.
24. Shows how investors can cash out in three to seven years, with an appropriate return on their investment.
25. Provides a clear explanation of what the investor will get for their investment.
26. Identifies significant risks and proposes rational contingencies.
27. Has the right appearance...not too fancy, not too plain.
28. Is arranged properly with the executive summary, table of contents, and chapters in right order.
29. Is the "right length"...not too long, not too short...to convey all the pertinent information.
30. Is plausible throughout.
31. Has facts rather than opinions
32. Is quantitative rather than qualitative
33. Stresses specifics rather than generalities
34. Reads like a combination of the Wall Street Journal, a model of good business writing, and USA Today, a model of good story-telling

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