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As consumers, it’s easy to assume that the brands we consistently rely on have a strong foundation that’s built to last. But for many companies, that’s just not the case.
Remember the time when Hertz was the only car rental company on the scene? And then there were a few other ‘small’ car hire services. But soon there was a number two – Avis – challenging the existence of the number one. It was not an underdog, it was an emerging brand taking on its category leader in the battle to gain market dominance. It was a Challenger Brand.
With all the talk of malicious viruses, malcontent hackers and network outages, it’s easy to see why some entrepreneurs hesitate to integrate technology such as Voice over Internet Protocol networks and cloud computing into their businesses.
Do me a quick favor: Do a Google Images search for the phrase “startup office.”
What do you see? People in hoodies and flip-flops sitting around a cool open office, playing Ping-Pong, drinking beer and generally having a great time.
As small businesses owners and entrepreneurs we are experts at the hustle. We know how to get by with little and squeeze pennies from every dime. We know how to sacrifice our own salary to pay the salary of our employees and we know how to apply for credit cards to get additional financing.