Posts tagged "business"

How “My Fitness Pal” Applies to Business

October 31st, 2018 Posted by Blog Post, Business Plan, Strategic Planning, Strategy Execution, Uncategorized 0 thoughts on “How “My Fitness Pal” Applies to Business”

The popular app “My Fitness Pal” has about 20 million subscribers.

You start using it by describing a little about yourself. Nothing too detailed. Just some basics like height, age, weight, etc. Next, you define some goals that aren’t limited to reaching and maintaining an ideal weight.

That’s part of it. But to lay out a fitness plan, you have to set some specific short-term objectives in a number of categories that include activity, nutritional balance, hydration and calories.

There is a psychology involved

When you use the app regularly, you pay closer attention to your behavior. When you pay attention to your behavior, you begin to adjust accordingly.

The short-term objectives become almost like competitive challenges. Meeting or exceeding them becomes motivation to keep at it. Next thing you know, you can see and feel results.

If you stop using it, however, chances are good you will slip right back into the behaviors that led you to sign up for the app in the first place. Stick with it and you find yourself meeting or exceeding longer term objectives and goals.

That all makes sense, right? Right.

Apply the same principles to business

My Fitness Pal is effectively a Strategy Execution Management (SEM) tool that is focused on fitness. Plan Canvas is an SEM tool that is focused on business. But they are otherwise, conceptually, the same.

For example, when developing business strategy and plans, you start by describing your business, much like you described yourself when you begin using My Fitness Pal. You don’t have to get too detailed. Just talk about things like how the business is structured, where it operates, what its target markets are, and what products/services it provides.

Next, you begin envisioning the future and setting some goals and objectives. Just as My Fitness Pal is not all about weight, plans you develop in Plan Canvas are not all about financials. There are other things to consider, such as social responsibility, employees, and customers.

This is all good stuff when it comes to planning. But just like with My Fitness Pal, goals and objectives don’t complete themselves. You have to complete them. And just like logging your regular accomplishments in My Fitness Pal, you track and log your actual business results in Plan Canvas – all for the same reasons. Observation, adjustment, and motivation. When you do this on a regular basis, poor habits begin to fade away as more productive habits take hold.

Get started!

Subscribe to the Plan Canvas Software for just $15/month

So why don’t we do it?

Why doesn’t everyone use My Fitness Pal and why doesn’t everyone who downloads it stick with it? Frankly, pizza tastes good and the couch is pretty comfortable. It’s just too easy not to. Some may not even know how to.

The same is true of business strategy planning and execution.

But the sobering reality is that a lack of formal planning – simplified and actionable plans – is a leading cause of business failures.

Not enough reality? How’s this. Half of all startups cease to exist within 5 years. Formal planning and execution practices (as we’ve defined it) doubles the odds of success. Still not enough? How’s this. Those who have made it beyond startup phase fair, on average, 33% better than their peers and competitors when formal planning and execution practices are in place.

Finally, even though you use My Fitness Pal, sometimes you still need a fitness trainer to help keep you focused. Similarly, in business, sometimes you need a consultant to help keep you focused.

Think of Plan Canvas as your “My Fitness Pal” tool for your business. It’s just a tool. You have to use it to get results. If you’re disciplined enough to use it on your own, great! If not, we have you covered.

Contact us for a demo or to discuss consulting options.

10 Tips for Your Business or Startup

September 5th, 2017 Posted by Blog Post, Strategy 0 thoughts on “10 Tips for Your Business or Startup”

It’s not enough to formally plan your business. Strategically managing it can make the difference between wild success and running your business into the ground. But it all may seem overwhelming at first brush. Here are a few tips for tackling it in chunks.

Using LinkedIn for Lead Generation

July 17th, 2017 Posted by Blog Post, Strategy 0 thoughts on “Using LinkedIn for Lead Generation”

who are youDo you use LinkedIn for lead generation?

I sat in on a free webinar by lead generation expert Doug McIsaac the other day and found it very informative. I’m not a paid spokesperson for Doug, but if you are considering a LinkedIn campaign or making it a part of your daily sales, marketing and PR strategy, you might want to check him out (

When to use LinkedIn

Doug began the webinar by talking a little bit about the various social media platforms available, and which makes the most sense under what circumstances. Of course, the first rule of thumb is use the platform your target audience is on.

But a couple of additional generic rules of thumb that Doug left us with include:

  • If you’re selling a consumer product for less than $1000, LinkedIn is not the place to be. Facebook, Pinterest or Instagram may be better choices depending on what “it” is.
  • If you are selling business to business (B2B), LinkedIn should be your primary social media platform – for a number of reasons.

The 5 Pillars of LinkedIn Lead Generation

The title of Doug’s webinar was the ‘5 Pillars of LinkedIn Lead Generation.” With his permission, they are listed here:

Pillar #1 – Know your customer

Pillar #2 – Have the right offer

Pillar #3 – Position yourself correctly (prove you are the authority)

Pillar #4 – Have a smart messaging strategy

Pillar #5 – Make it easy for them to work with you

All of these pillars make so much sense, and yet we are all prone to ignoring them from time-to-time (and some of us never catch on). Doug’s webinar really was excellent so check it out sometime for the details behind each of the pillars.

Meanwhile, let’s talk about one of them.

Know your customer

We see it all the time – good ideas, good products, good businesses – gone bad because there is no effort to really understand who the customer is. It’s not always easy.

We tend to want to think, “EVERYONE is a potential customer!”

We love what we have to offer so much that we falsely assume EVERYONE ought to love it.

But that’s just not the case. We have to take the time to really understand exactly who might be interested in what we have and – importantly – why. We have to empathize with and think like the customer.

But there is more to it

Consumers are looking for the experience as much as, if not more than, the product or service.

When you take the time to know your customer, you can tailor your message to him or her, making it much more personal than the “Hey…you….I know I got the goods you need” type of message that we see from so many businesses that are in love with their automated mass email marketing software.

Those things are an instant turn-off, even when they manage to correctly insert your name in the first sentence of the email, and use the same font as is used in the rest of the email.

But when you get to know the customer and tailor the message for that customer, their experience is already improved before they’ve ever spent a dime on your product or service. They feel like they know you because you know them.

Tell Us More

With that in mind, you’re invited to tell us about yourselves. What do you do? What makes you unique? What do you need and want? We’d love to hear your story, so please share it in the comments here or use the contact page to share it privately.



In the Pursuit of Harmony

June 14th, 2017 Posted by Blog Post, Entrepreneur, Inspiration, Relationships 0 thoughts on “In the Pursuit of Harmony”

tom rubensA recent guest on the Business is ART podcast at the TrueChat Network was coach and best selling author Tom Rubens. We focused on Tom’s book Lifeness: Harmonize an Entrepreneurial Life, but there are several points made during the show that are summarized here.

One of the things Tom likes to tell people is that he has managed to have a professional career without holding a job. In other words, he is a lifelong, successful entrepreneur. He understands what many early stage entrepreneurs discover very quickly – that the entrepreneurial life can become all-consuming.

Stop saying and looking for “work/life balance”

Neither Tom nor I like the term “work/life balance” but for different reasons. While I prefer to talk in terms of “work/life alignment”, Tom introduces the notion of harmony. When your entrepreneurial life becomes all-consuming, there is no harmony. In all likelihood, there is discord between your entrepreneurial life, your personal life, your relationships (including professional, personal and casual), etc.

Just as you might physically cringe when you hear dissonance or music that is out of tune, when your life is in a state of discord, your business, you and everyone around you suffer.

How do you achieve harmony?

Tom sums it up by saying that it is all about achieving a life in which business and personal goals merge harmoniously. His advice is pretty simple. Following through is the challenge – which is why he provides a personal workbook along with Lifeness to help you on your journey.

He says that the key to seeking harmony is to first empathize with others. Listen to them. Look for similarities and appreciate the differences because they can be complementary, not conflicting, which, in turn, creates opportunity.

Tom also strongly advises to always assume people are doing their best. If you can do that, you can take the negative emotion out of things and learn to better appreciate the efforts of others.

Listen to the show in its entirety

The episode featuring Tom Rubens is simply entitled “Lifeness” (May 23, 2017). You can listen to it on iTunes, through the TrueChat app, or through the TrueChat website.

Check out all of the Business is ART podcast episodes on the Business is ART page of the TrueChat website

Modern Business Failures Part 3 – Polaroid

May 31st, 2017 Posted by Blog Post, Leadership 0 thoughts on “Modern Business Failures Part 3 – Polaroid”

polaroidEvery consumer industry has a few huge brand names that are synonymous with it. For fast food burgers, there’s McDonald’s and Burger King. For discount stores, there’s Wal-Mart and Target. The list goes on.

These companies are massive, and they’ve been around so long, it seems like they’ll be around forever. But there are no guarantees in the world of business.

For most of the 1900’s, there were two brand names that dominated consumer photography (and the film market, as well):

Kodak and Polaroid.

These giants created their industry, and yet, at the turn of the millennium, both hit hard times. Polaroid filed for bankruptcy in 2001. Kodak in 2012. While Kodak eventually recovered, Polaroid never did.

At it’s peak, Polaroid employed around 21,000 people and had a annual revenue of over $3 billion. So what exactly happened?

The Company (and the Founder) that Steve Jobs Idolized

Polaroid was the “Apple” of its industry four decades before Apple even existed. It brought cutting edge technology that disrupted the current market and packaged it with a marketing vision that had personality its competitors lacked.

Much like Apple had Steve Jobs, Polaroid had its own larger-than-life mastermind: Edwin Land.

There was one key difference; unlike Jobs, Land actually was an inventor and engineer, developing the technology that brought his company early success in the late 30’s and early 40’s.

According to Steve Jobs himself, Land “saw the intersection of art and science and business and built an organization to reflect that”.

Today, he’s considered the father of instant photography. Land would lead his company for 43 years as CEO, creating attractive and useful products while filing numerous patents that they fiercely defended. Some would say Apple took inspiration from this as well.

A Failed Product and a Lost Founder

In 1977, Polaroid attempted to repeat its success with instant photography in the video camera market. They launched the Polavision, an instant movie camera system. Unlike its previous cameras, however, the Polavision was lacking in both convenience and quality.

Polavision could only be played back on special Polavision viewers. To create a copy, you had to actually break the cartridge that held the film and then run it through an 8mm system.

This might have been worth it if the Polavision produced a quality picture, but recordings were described as flat and murky.

It also couldn’t record sound.

Meanwhile, VHS and Betamax cassettes were on the rise, providing easy storage and playback on modern TVs. Polavision was dead in the water, resulting in an $81 million loss for Polaroid and the resignation of Edwin Land.

The Beginning of the End

In the years following, Polaroid would attempt to reinvent itself and even had a few minor successes such as disposable cameras, not to mention bringing one of the first mainstream digital cameras to market.

But they hit another snag along the way. In an attempt to fight off a hostile takeover in 1988, Polaroid bought back a significant amount of shares, creating an employee stock ownership plan.

This resulted in significant amounts of debt from which it never managed to escape.

Staff grew bloated as well. According to a report by the New York Times, sales tripled between 1972 and 1998 while staff increased five-fold. For every sales representative, there were two back-office workers.

In 1991, it won $925m in a lawsuit against Kodak, but that wasn’t enough. As the market moved away from film, sales took a serious hit and Polaroid’s patents began to either expire or just stopped mattering.

Today, Polaroid exists as a brand name only.

Basic Business Principles We Can Learn from Polaroid

There are a number of smaller lessons that can be learned from Polaroid. Even in a very successful company, one poorly executed idea can set off a devastating chain reaction.

When a market begins shifting quickly, you have to be ready to move even faster, knowing that the main revenue streams you have today might not always be there to bring in money.

And lastly, a company reaches a point it needs to be bigger than its founder. Polaroid never truly recovered after the exit of Land. Even today, with Apple Computers, many would say that it hasn’t shown any true innovation since the passing of Steve Jobs. Yes, they’re still a very successful and healthy company, but the gears have been slowing.

Though Polaroid is gone, it left behind a legacy of innovation. Recently, Polaroid-style instant cameras have made a resurgence, particularly among younger consumers, for their novelty factor and ability to create immediate memories.

When the app Instagram launched, many of its photo filters carried borders and effects that paid homage to classic Polaroid cameras.

And for entrepreneurs, Edwin Land left behind some great quotes. For example:

“If you are able to state a problem…then the problem can be solved.”

“Optimism is a moral duty.”

“If anything is worth doing, it’s worth doing to excess.”

Can You Turn Your Hobby into a Business?

April 11th, 2017 Posted by Blog Post, Entrepreneur 2 thoughts on “Can You Turn Your Hobby into a Business?”

hobbyMany successful businesses trace their roots back to a hobby. You may have heard a motivational business speaker share their story about how they realized one day that they could make money simply doing something they enjoyed.

A hobby certainly isn’t a bad way to start a business.

After all, hobbies tend to be low cost and low commitment. And generally, they involve something you love. You probably already have a hobby or two. The question is…

Should You Turn Your Hobby into a Business?

The idea sounds great: make money while doing something you love.

And you can deduct purchases and expenses for it. That’s something you can’t do with a hobby.

However, you might end up disliking this activity you once loved. Turning a hobby into a job can make you suddenly lose the joy that comes from doing it. As an example, I love to cook. I love to experiment with new recipes and make stuff up as I go. But would I enjoy running a restaurant?

If you’re not worried about that, then here are some questions you need to ask yourself:

  • Will I be able to get enough business to make a living, earning what I want or need to earn?
  • Can I get others to understand the value of my hobby?
  • Can I grow the business at a sustainable rate?

If you’re answering yes to all of those, then you’re ready to start seriously considering making the leap from hobby to business.

But first….

Do Some Research

There’s usually no point in starting a business if there’s already someone succeeding at what you want to do on a level you can’t perform – or if you have no differentiator. What are the market and competition like? Is there a niche that’s being overlooked?

If the marketplace is already pretty full, try and think of a different way you can transform your hobby into a business – do something to make it unique and stand-out. Think about how to be a market disruptor.

Strategize and Create a Business Plan

Despite what some may say, you should develop a strategic and a business plan (there’s a difference). Start with a strategic plan and graduate to a business plan. This will help you create a foundation from which to build your business. It doesn’t have to be overly complex, and you’ll certainly change it along the way.

But start with a simple, concise strategic plan. Speaking of starting simple….

Start Small

You may have big dreams, and that’s great. But big dreams aren’t accomplished overnight. Instead, break the big goals down into smaller, actionable steps and objectives. Get a few sales under your belt. Figure out your flow. Make some mistakes.

And then, once you’ve settled into the idea of your hobby being a job, start building.

Treat it Like a Job

The only way people are going to take your business seriously is if you do. Once you’ve decided to turn your hobby into a business, it’s no longer just for fun or whenever you have a free time. Get up early. Work late. Be regular. Stay consistent.

Even if you’re doing something you love, it’s not always going to be enjoyable.

Get Another Hobby or Outlet

Now that your hobby is becoming your job, you need something else in your life to release tension and enjoy. Consider starting a new hobby that’s purely for pleasure. It’s important to maintain balance when starting a business.

For more guidance on starting a successful business, make sure to check out Business is ART, available now at Amazon and other booksellers.

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3 Musts for a Good Exit Strategy

March 14th, 2017 Posted by Entrepreneur, Strategy 0 thoughts on “3 Musts for a Good Exit Strategy”

exit strategySooner or later, one way or another, all business owners are going to exit the business – so why not have an exit strategy?

Last week, my guest on the Business is ART podcast at the TrueChat Network was Kate Vriner from Sunbelt Business Advisors of Southwest Ohio, and the topic of discussion was in fact Exit Strategy Planning.

A financial valuation is step 1

Kate advises that the very first step in preparing an exit strategy is to conduct a valuation of the business. Initially there are 2 or 3 parties whose opinions really matter here:

  1. The owner’s
  2. The broker/advisor’s
  3. The independent 3rd party analyst (when needed)

These are critically important because at the end of it all, there are one, two or more parties whose opinions really matter: the buyer’s and potentially the bank’s and the investors’.

Put together a strong team

In this case, your team consists of many external parties including, but not necessarily limited to:

  • Legal Advisor
  • Business Broker
  • CPA/Financial Advisor
  • Business Consultant/Coach

Once the team is together, you have to trust the team and trust the process. Your business was likely not built overnight and likely won’t be sold overnight. To get the most out of it, you have to do the things that your advisors suggest, which may not always be intuitive, and may not always be easy, which leads to this…

Get out of the weeds

When you are planning your exit strategy, if you haven’t already, now is the time to pull yourself out of the weeds. As Kate puts it, focus ON the business, not IN the business.

You may love being on the shop floor producing whatever it is you produce. Or you may feel you can’t afford to hire someone to produce whatever it is you produce. But the fact of the matter is, you have to in order to maximize the value of the business.

When a potential buyer is looking at your business, aside from wanting to see a clean set of financial books, he or she is going to want to see that the business is transferable. If the business relies on you to produce whatever it is you produce, clearly, the business is not transferable to someone else (or is less so).

In other words, if the business cannot function without you, there is no business that can be sold and transferred to someone else. There may be real estate or assets that can be sold, but there is no business. Hence, there is far less value.

Don’t miss out

You can listen to the podcast in its entirety by clicking here.

Never miss a podcast, blog post or newsletter by signing up here. I don’t spam and try very hard to bring you informative and entertaining content as well as useful tools to increase your odds of success.

Define Success on Your Own Terms

February 28th, 2017 Posted by Inspiration 0 thoughts on “Define Success on Your Own Terms”
success on your own terms

Photo courtesy

It doesn’t matter how you define success. It’s critical that you do.

On your terms.

This is the advice I close every business presentation with. Each of us have opinions on what success looks, smells and feels like, but a hard thing for us to remember is that no one [should] cares about that opinion except ourselves.

We don’t care what others think our own definition of success is, so why should anyone care what we think success should look like for them?

Always define success on your terms

In business, is success limited to revenue, sales and profit? No. Those are certainly motivators and when you valuate the worth of a business, they are extremely important. But in all likelihood, there are many other ways to define success.

This article at Inc. by Jeff Haden is entitled “Want to be genuinely likable and charismatic? Do any one of these 12 things.”

Number 12 on the list? Always define success your way.

Haden goes on to say, “How successful you feel is based on your answer to one question: ‘How happy am I?’ How successful you are is based solely on the answer to that question.”

If true, then it really does not matter how you define success because that feeling of success comes from a sense of what makes you happy.  And only YOU can say what that is.

Who’s hungry?

A really good cheeseburger makes me happy. If I can earn enough money, otherwise eat healthy enough and exercise such that I can enjoy a really good cheeseburger once in awhile without fear of breaking the bank or giving myself a heart attack, then hey…I’m happy and successful.

But you might be a vegetarian, disgusted at the very notion of my delicious, juicy cheeseburger smothered in blue cheese, bacon and jalapenos. Or you might hate blue cheese. In either case, it doesn’t matter if you think my definition of success is ridiculous and it doesn’t matter if I think you ought to order a burger just like mine because…

Success is personal

Your definition of success is your own. It’s personal. No one can define it for you. Which means…you have to do it for yourself.

If you carry on without identifying what success means to you, the chances are very high that you will never feel successful. You’ll just move from one thing to the next, seeing if that makes you happy, only to discover it doesn’t.

Why not try a different approach? Why not begin with the end in mind? What makes you happy? What does success mean to you? Define that first. THEN devise a plan for getting there.

Do it with Plan Canvas

That’s what Plan Canvas is for. It comes preloaded with over 50 key performance indicators to help you discover, for yourself, your definition of success.

If you’d like to be a part of our beta test user group, please click here. There is no cost to you and you walk away with actual, actionable plans for your journey to success – on your terms.

Starting a Business – It’s Kind of Like Writing a Book

February 22nd, 2017 Posted by Business is ART, Business Plan 0 thoughts on “Starting a Business – It’s Kind of Like Writing a Book”

Drawing a blank

Depending on what survey you follow, 80-90% of Americans say they’d like to write a book someday. That’s not to say they will. Most won’t even start one. Why?

Because writing a book is hard. Trust me, I’ve done it. It takes considerable time and commitment and there’s no guarantee for success should you finish it.

(see Urbana Citizen Article Growing ‘Business is ART’ Brand)

In many ways, it’s not so different from starting a business (something I’m also familiar with). Much like book writing, many people want to start their own business – over half of the US population, in fact. And just like with book writing, most of those people won’t try.

“Where do I even begin?” they think.

Whether you’re starting a business or writing a book, it starts with the same thing:

An Idea

Many people simply like the idea of creating something. The trouble is, they don’t have a viable idea to work off of. You can’t create a book or a business without some sort of concept or starting point.

If you want to write a story, this idea could be a single scene that you can build off of. Did you know that James Cameron created the Terminator franchise after having a nightmare of a metal skull surrounded by fire?

For a business, it could start with simply fulfilling a need in your own life. Airbnb was started because the founder was struggling to pay his housing bills, so he began renting out part of his home.

Both of these simple ideas went on to make billions of dollars.

Of course, this is just step one. Once you have an idea, you can start planning things out.

The Outline

Even if a would-be writer gets around to writing a book, there’s a good chance they won’t finish. They get a few pages in. Maybe a few chapters. And then they get stuck. They’re lost, with no visible way of continuing their story.

Or they simply lose their passion. And then, everything falls apart.

The same is true for people who start a business. They have their idea, they get a name, they get things rolling, and then it all unravels. There’s a key element missing here.

A Plan

Whether you’re starting a business or writing a book, you need a plan. Book writers will create an outline. They may even map out key characters and write backstories for them. This gives you a plan to follow and helps you realize parts that don’t work in your initial idea.

A business plan does the same thing. It turns your initial spark of inspiration into a workable process. It gives you an end goal to work towards.

Some writers may succeed without an outline. And some businesses might squeeze by without a formal plan. But the majority don’t. Increase your chances of success. Have a plan.

Revisions. Revisions. Revisions.

Once you’ve finished writing your book, you might feel like the battle is over. You’re wrong. Now begins the revision process. It’s time to comb through and delete as much as you can. Any part of the story that’s not working, any word that’s unnecessary, any typo that you’ve made, all of it needs to go.

If it’s not necessary in the grand picture, cut it out.

The same goes for your business. You may have big dreams and grand plans for your business. But to get things going, you’ll want to trim that down to the most basic, workable form. A minimum viable product, as it’s called.

This is your starting point.

The Launch

For both books and businesses, the launch is a big deal. You want as much momentum as possible. You need to make noise. After all, there’s a lot of competition out there. Finding your audience won’t be easy.

Work your connections. Promote yourself. Reach out to whoever will listen. Network. And don’t stop.

Now, this is the part where the book and the business get different. If you’ve put a book out there, it’s set in stone. You can’t revise and tweak and adjust as you learn from the market around you. For your business, however, the revisions continue.

You’re on a path of constant improvement.

Whether you’re just in the idea stage or your business is already out there and operating, I’d love to help you on your path. From simple business tips for success to full strategic planning, this website and my book Business is ART has the tools you need.

Learn more here.

Sound Business Advice from a Successful Non-Profit Foundation

February 17th, 2017 Posted by Inspiration 0 thoughts on “Sound Business Advice from a Successful Non-Profit Foundation”

non-profitOn January 31, my guest on the Business is ART podcast at the TrueChat Network was Erin Santos, Founder and President of the Isabella Santos Foundation. Erin and her husband, Stewart, have managed to turn their pain into something positive for others through the foundation that bears the name of their daughter, Isabella, lost to neuroblastoma in June of 2012.

From its humble beginnings raising a little over $7000 with its first event, the Isabella Santos Foundation (ISF) now raises over $1 million a year to help provide families a place to stay while their child receives treatment and for research into finding a cure for neuroblastoma.

Through this episode of Business is ART, Erin offers sound advice for entrepreneurs, whether they are starting or running a for-profit or a non-profit like ISF. You can listen to it in its entirety by clicking here.

A summary of some of the key advice Erin offers is as follows:

  • Find your voice and be inspiring when you speak to others about your organization
  • Be vulnerable and have a consistent message
  • Identify and target the social media platforms where your customers are – don’t try to be everywhere for everyone
  • Use social media to regularly send messages to and converse with customers
  • Produce good content on a regular basis that customers and prospects will seek and consume
  • Obtain a lawyer when you are starting out to help you leap through all of the start-up hoops
  • Assemble a board of advisors that are more than “warm bodies” and have special skills to help you realize your vision
  • Know your limits and lean on others who are willing to help – sometimes that means paying for the help, sometimes not (be prepared for both)

To this last point, something I often preach, and is in fact written in Business is ART, is that in order to get people onboard, they have to be able to “get” what it is you are doing. They have to “see” it. But they can’t see it if you can’t articulate it.

Get all of these great ideas and thoughts out of your head and written down in to a plan. Then create a “painted picture” of what it is you want to accomplish. The painted picture is a more detailed version of your vision. It can be a document but I prefer some actual form of art, be it a web site, a video, a song, etc. or a combination.

Painting the picture is an easier task if you start by developing a strategy and a business plan.

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