The way I see lifestyle business is as a means to create leverage for oneself. Looking at someone like Timothy Ferriss from the Four Hour Work Week for example, you see that building a lifestyle business is a great way to create a cash cow that can fund either your grander business aspirations, or it can fund your lifestyle.

The main thing I see separating a lifestyle business from an equity business is that a lifestyle business needs to be profitable very early on. If we don’t have a plan to profit from our very first customers/visitors, then it’s not worthwhile trying. In an equity business we’re more interested in growth of our customer base, in establishing critical mass and market share, then we go looking for a way to tweak things in order to reach profitability. The equity business tactics are certainly much higher risk, but also higher rewards.

I think the term “lifestyle business” is inaccurate. Of course we can provide ourselves with a comfortable lifestyle from this type of business, but I believe a better term would be cash cow. This term also provides something of a shift in our mindset when we look at it this way. Lifestyle business has connotations of sitting back and relaxing, whereas cash cow reminds us that the business is used to fund other activities within our larger operations. For example, we could look at PlentyOfFish.com and say that it is a lifestyle business, but I’m willing to bet that the owner/operator Markus Frind would look at things differently. Sure he can run his site in minutes per day (allegedly), but if you’re generating in excess of $10 million in revenue annually from such a minimal amount of work, you have a lot of options. These numbers are of course unrealistic for most of these types of businesses, but it shows the upside potential.

By applying this type of mentality to the online media business, my plan is to develop a small number of so called lifestyle businesses online. Then I will use the proceeds from these to build something focused more on equity, on building a large user base in spite of no plans for short term profitability. Sure you could do up your business plan, create a few prototypes and go the venture capital route, but then you hand over all control and a huge piece of the pie. Perhaps this is why the VCs look on these “lifestyle businesses” with such disdain, because it shows that they aren’t needed. I’m not saying that VCs are a bad thing, just that they aren’t the only choice if you want to build something big in online media.

While not necessary for all video online, there is a definite lacking of good live video content. For things like sports, or live events, having streaming video is important to a lot of viewers who won’t really care to watch after they know the outcome of the event. Livestream is an excellent service for hosting, and for mixing live video. Imagine being able to run your own cable tv channel without spending a quarter of a billion dollars! Your video can be made available on their website, or you can make it privately available only on your website where you could hide it behind a pay wall if you decided to do so. This means niche markets that were previously unservable do to their small size, can now be served profitably.

Within the video Leo Laporte talks about his experience in the traditional broadcast media world, working as a tv host for a number of different canceled shows, and channels. The point he makes that is the most important for all of this is the ability to target your audience so precisely with the tools available to us now. Previously you were paying $50CPM when only a small majority of that audience was who you really wanted to target, but now he charges a $70CPM and provides his advertisers with an absolutely laser targeted audience. Just imagine the number of different niche markets this could be applied to. I will admit that yes, creating a show that caters to tech enthusiasts is going to do very well online, but this could be repeated for several under served markets, just don’t expect to get $70CPM!

Twit.tv however does not use Livestream’s service, they use something called BitGravity, which from the looks of it provides a similar service, but does not give as much information on their website regarding how they work exactly. Livestream seems like it is geared towards a broader market with their free service, whereas BitGravity from what I can make of it, seems geared towards the higher end producers.

The next step necessary for online media is to start providing more high quality content. Of course silly YouTube videos are fun, and they get a lot of views, they don’t have the same power over users like high quality content about stuff their interested in does. If you are a badminton fan, like I am, you know that there is very little available for us. No cable channel, limited broadcast coverage (none if you live in the Americas), and not much online either. If someone were to produce half decent quality video content online for badminton fans, they would dominate the market. They would be able to aggregate all of the world’s badminton fans to their website, and not the people who just kinda like it, but the hardcore fans who will buy the stuff you try to sell them. Tools like Livestream has provided will make this so much easier for us content producers to start providing higher quality live and on-demand video.

There are of course some issues I’ve seen with Livestream. The most obvious is the quality of some of the streams. I was excited to see a tennis channel, but was immediately disappointed by both the streaming quality, and the production quality. These are issues that will be sorted out over time as bandwidth improves and as the producers learn how to create better quality productions, however something that really concerns me is the idea of relying so heavily in a start up company. If a company like Amazon, or Akamai was running this service, I wouldn’t be quite as hesitant to sign on, but with a new company like this the concern is that they won’t be around as long as you are, and then what are you going to do when you have built a business that relies on this service.

In spite of the aforementioned concerns, I would bet money on this service, and I probably will. The possibilities that are being presented to us with new services like this are very exciting. The clutter of new media is starting to take us in a direction that seems to be making some sense, and should make traditional media companies more and more nervous. Check out the video below, Leo Laporte is definitely something of a trailblazer in this new media world.

Taking a look at the Facebook home screen (I’ve removed personal information pertaining to my friends) you’ll notice that they actually do nothing that immediately makes them any money here. No advertisements whatsoever. Everything on this page is about making your connections within the site deeper. They want your online social life as it were, to be dominated by your Facebook interactions. The whole page is designed to get you clicking on links pertaining to your friends’ activities, the pictures and videos they post, and their status updates.

Advertising Placements

Further into the site we start seeing ads on the right hand side of the content. The same ad placement applies across most of the site, whether it is on profile pages, or photos/videos that you or your friends have posted on the site. You’ll notice in the image below that some of the ads are not in English, this is because I am currently in Denmark, and as a result I am being targeted as though I were living in Denmark.

Advertising Targeting

Advertising in a newspaper, or on a billboard we can get broad exposure, which is great for branding purposes (I suppose), but it’s not very effective at driving sales immediately. With Facebook and other social networking sites we have the ability to do some very specific targeting that traditional forms of media cannot. Let’s say for example that we ran an ecommerce store selling camping equipment and we wanted to drive more sales to our website. Using Facebook we can target people based on their geographic location, age, gender, and many more characteristics. In the picture below we have made a sample advertisement targeting people living in the United States, over the age of 21, who have listed “camping” as one of their interests. The result of this targeting is a pool of 1,725,280 Facebook users for us to target.

Advertising Pricing

After targeting our prospective customers, and receiving numbers as to how many there are on the network, we can get some approximate price quotes from Facebook. This is automated, and only an approximate. You will never pay more than your max bid, or max daily budget, but if people are clicking on your add more often then your per click cost will go down. You can also target based on number of exposures which is apparently a great way to keep your costs down if you know how to get your click thru rates up.

This model is quite similar to Google’s Adwords advertising service, but instead of targeting based on people’s search terms, you are targeting based on very specific demographics (including interests). In fact if you read up on Google’s development and their history it is strikingly similar to Facebook’s. They took quite some time to build up their Adwords service, and to get to the point where they are now. They are making money through long tail economics. Because it is so simple for them to make money on the narrowest of niche’s at essentially no extra cost, they can become a viable advertising tool for almost any business regardless of scale. What makes Google and Facebook so valuable is that they make other businesses lots of money, even though they don’t directly charge 99.99% of people who use their website and services. Give your users increasingly more reasons to stay on your site, and interact with the different elements within it, and you increase the lifetime value of each visitor/user/customer.

Over the years there have been a number of different business gurus/mentors that have influenced my views on how best to conduct business. It started with Robert Kiyosaki’s Rich Dad, Poor Dad and the lessons on what it is to buy and build assets, instead of liabilities. Next was Michael Gerber’s E-Myth
and the idea of a business as a system with 3 main people involved; technicians, managers, and leaders. Finally there was Timothy Ferriss’ Four Hour Work Week (which I mentioned above) and the idea of lifestyle design, or building a business as a means to finance your dreams and provide you the time to live them out.

This has been a long process for me, and I’m not all the way there yet, but as you start moving forward you can start to see the pieces of the puzzle much more clearly. It is difficult to read these books and get a sense on how you can achieve what they have when you’re at square one and they are already so successful, it can be much more helpful to learn from somebody who is somewhere in between. Over the last couple of years I have been watching the progress of a lifestyle entrepreneur with great interest, his name is Yaro Starak. Yaro has been running his blog Entrepreneurs-Journey for a while now, but it’s only been in the last couple of years that things have really picked up for him, which is reassuring to see how the progression can be quite rapid after a few things are in place.

A recent post on Yaro’s blog talks about what his life is like now on a daily basis. He wrote the same post 4 years ago, and now he is comparing the differences and showing you how things have improved for him.

A Day In The Life Of An Internet Entrepreneur 2009 Edition

It’s a little ridiculous me to say that I’m more ambitious than Yaro seeing as he has achieved a great deal more than I have at this point, but I guess it’s just that my interests are a little different. I want to be involved in Hollywood filmmaking, and you can’t really do that on a small scale. If you’re producing Hollywood films it’s a huge undertaking. My point is that a lot of lifestyle entrepreneurs are interested in freeing themselves to be able to focus on the things that interest them most. Yaro seems interested in a relaxing lifestyle, I want to free myself to engage in a very expensive passion. A great post that outlines the different types of lifestyle entrepreneurs is on Anywired.com that talks about 3 different types of lifestyle entrepreneurs.

Become a Lifestyle Entrepreneur: Complete Guide and 40+ Resources

Yaro seems to fall into the first category, the time minimalist, while I seem to fall more into the third type who does it for the love by focusing on topics of passion. I guess I could also be classified as the second type, the nomadic entrepreneur, seeing as I’m currently traveling to do my work in Denmark (although as I write this I’m in Portugal). I wrote a guest post on Yaro’s blog recently talking about how blogging isn’t just about making money, and how it’s a great way to chase dreams as well, so I suppose that sounds a lot like the entrepreneur doing it for the love of it, doesn’t it?

I pulled this from the wikipedia page for “direct response marketing”

Direct-response advertising is characterized by four primary elements:
* An offer
* Sufficient information for the consumer to make a decision whether to act
* An explicit “call to action”
* Means of response (typically multiple options such as a toll free number, web page, and email.)

So I’ll do my best here to break down this process for you.

First of all we need to somehow direct people towards the website where we are making our offer. This could be done through various different means, whether it is our email newsletter readers, traffic from pay per click advertising, or even a flyer we have mailed out, but let’s pretend it is PPC for our example here. So we run an ad on Facebook, targeting people who are interested in web design, because we’re selling a course on how to make money as a freelance web designer or something like that. The ad copy (text) and image should be designed to lure in the people who we want to try sell to.

When we bring them to the website, we generally want them to arrive on either a sales page, or a sign up page where we can have them sign up for our email newsletter so that we can take our time to establish a relationship with them. Refer to my article on relationship marketing to see how this works. For this example we’ll pretend that we’re sending them to a sales page where we are trying to sell our course. This is where the offer part comes into play.

The best resource I have ever come across providing examples of different kinds of offers was Copyblogger’s 58 of the World’s Greatest Offers. Different offers have different objectives, I won’t go into great depth about the different types, look at the Copyblogger article for that, but to summarize we’re basically playing on all sorts of common human emotional triggers. These triggers are more or less universal, and while we won’t succeed in selling everyone as a result of a well crafted offer, it certainly can raise our success rates.

For our example let’s pretend that we have decided to use the “Enrollment Period” offer from Copyblogger’s list of examples (it’s an offer that increases urgency in our prospects). On our sales page we explain to our prospects that we will be opening up our doors to new customers for a limited period of time, or for a limited number of spots. If our prospects do not sign up within a week our doors will be close and they will have missed their chance. This increases scarcity, which raises the perceived value of our course, pressures our prospects to act more quickly because their is a time limit. If there was no time limit on this offer, and people could sign up at anytime, there would be less pressure to act on the offer.

At this point our offer is clear to the customer, but perhaps they still have some reservations about it, now it’s time to give them sufficient information to make a decision. Price is the most obvious of these reservations, but this can be addressed a few different ways. In our sales copy you can compare our price to something that would be of comparable value, but more expensive in price. An example could be saying how our course is only $500, but provides the educational value of a year long course at a school that charges $15,000. Suddenly our prospect is thinking you’re a bargain. Perhaps their concerned that our course won’t be right for them, but perhaps a 30 day money back guarantee will eliminate their worries (this is another offer actually, so we’re stacking offers). Finally, we could provide a brief video tour of the course, or a detailed description of what they are getting. Either way, you are providing them with enough information to make their decision.

The next step is making an explicit call to action to our prospects. I’m sure you’ve heard many sayings like “You never know what you can get until you ask”, or “You miss 100% of the shots you don’t take”, and the sentiment is always the same, you have to try in order to succeed. This is a common mistake made by inexperienced business people, neglecting to flat out ask for the sale. Either they’re nervous, they forget, or they don’t want to seem too pushy, but regardless the reason, it’s a mistake not to do it. We can do it without being pushy, in fact there probably isn’t any such thing as pushy if our offer, and information we have provided to our prospect has properly prepared them to buy. In many cases they will be aggressively seeking out how they can buy from us, and in an online situation all we need to do is the make it really obvious to them how they buy from us, and remind them of the terms of our offer. Remind them of the scarcity, and the value, and how they are going to be missing out. We’re not pushing them, we’re guiding them to the obvious conclusion.

Finally, the last step of the process is to provide them means to respond to your offer. In our case it’s most likely that we will have a buy now or subscribe now button of some sort, so that they can immediately purchase our course. Another option which will oftentimes increase response rates significantly is offering a phone number that they can use to make their purchase or make further inquiries. More tech savvy people who have been making purchases online for a longer period of time are more comfortable with online purchases, but people with less experience with e-commerce purchases will prefer, or even sometimes need to speak with a real person before making the purchase.

In a nutshell, this is direct response marketing, the future of my company, and maybe the future of yours.

Eventually I discovered Google Adwords, and the idea of PPC marketing.  For as little as $0.15 per click, I could drive visitors who were interested in “badminton dvds” to my website where I was selling badminton dvds.  This sort of worked, and we succeeded in making a bit of money, but it was never anything to make the trip to the post office worthwhile (I’ll go into automation of this process another time perhaps).  What we were missing out on was in spite of the fact that we were making a few one off sales, we were doing nothing to establish a long term relationship with our customers.  We could have gone through our PayPal history to review contact information that way, but it wasn’t automated, and we weren’t doing anything to keep in contact with them on a regular basis.

Shortly after this we started up our blog.  It was a way to talk about badminton tournament results, and to post up the promotional trailers we made for the videos.  We had an audience, but they were faceless, and the communication was completely one way besides the occasional comment here and there.  We tried a forum, but it was spammed to hell and never really got any traction.  This probably had more to do with our lack of experience with running a forum, but nonetheless it didn’t work for us.  We didn’t have a way of capturing our prospects information.  We didn’t even know what the concept of a prospect was.

After experimenting with blogging and online marketing for quite a while we stopped and focused on our offline business.  Looking back it’s unfortunate to see just how close we were, and how many great ideas we had that we just didn’t execute properly because we didn’t understand some of the important underlying concepts.  This lack of understanding applied to the marketing of our offline business as well.  We were offering video production services in a blue collar city that had little appreciation for what we provided, and our marketing strategy seemed to be one of hope for a phone call or email.  We had some good SEO for our region and as a result got some contact that way, but we were probably losing a lot of the prospects that visited our website because once they were there we did nothing with them.

After leaving my old business I started to get back into blogging again.  At this point I really started to learn the importance of building an RSS readership.  Well known bloggers John Chow and Shoemoney were in the midst of an RSS contest, where the winner was the one who could add the most RSS readers during the course of the contest.  Shoemoney even had a post where you could determine the value of each new RSS reader to budget how much you would spend to get new readers.  I know that Shoemoney has since changed his blogging strategy to be more email focused now after spending time with John Reese I believe.  Whether it is RSS readers or Email subscribers the concept is the same, lead acquisition.  Each person who subscribes to your RSS feed or Email newsletter, are potential customers.  Perhaps they will by something that you are selling down the road, perhaps not, but if you don’t have some method of capturing them as a prospect or lead, you’re wasting your traffic.  You need to design your website in such a way that you are actively trying to get subscribers of some kind.  I’m not going to go into detail on how to do this other than to say look at how other websites are doing this already.  How many newsletters are you subscribed to without realizing it?  You might think it’s spam, but you probably signed up your email address at some point in time.  They were likely very effective in capturing their prospects email addresses.

What I was hearing from so many online marketers was that I was wasting my time and my traffic if I wasn’t building an email list.  These are prospects you can try and market to down the road.  The email list is your business.  The more targeted this list is, the more profitable it can potentially be.  My newsletter is targeted towards people who want badminton coaching advice, subscribe and I’ll help you to become better at badminton.  As I’m writing this post we have over 250 prospects signed up to our newsletter, 100 or so were added in the last month mostly through advertising on Facebook for people who were interested in badminton.  The idea is that I ask someone for their permission to market to them.  They want to know more about how to improve their badminton game, and I’ll help them with that if they provide me their email address.  I then proceed to give them some free tips, and eventually tell them about the products that I sell that will help them even more.  It’s a win-win situation for both sides.  You email list is your business.

It doesn’t end there though.  You can’t just try and sell people something, you need to build a relationship with them.  By building rapport, and credibility with your audience you are increasing the value of your list even further.  The more honest you are with your subscribers, the more weight your recommendations carry.  This idea applies to all businesses, not just my badminton business.  Were I still in the video production business I would likely start a newsletter educating people on how to use video to help them market their business.  That was in fact the greatest challenge for us, to convince prospects of the value, and to provide them with some ideas as to how they could actually use video to market their business.  If someone remains subscribed to your newsletter you have an ongoing opportunity which you can build up trust between you and the subscriber, then when you do present them with an offer of some sort they are much more likely to be receptive.

Much of this I learned from observing a number of “make money online” bloggers including Shoemoney, Yaro Starak, John Chow, Darren Rowse, and many others, but I read a book (listened to the audiobook actually) called Permission Marketing by Seth Godin.  Permission Marketing gives some great insights into this practice, as well as some great examples of companies that are using “permission marketing” tactics.  I can whole heartedly recommend this book.

As for service providers, I currently use Aweber.  Aweber seems to be the market leader (at least from where I’m sitting), and it works great for my purposes thus far.  I have no experience with the other providers of email marketing software, however I have been playing with OneShoppingCart for my membership website’s shopping cart.  I may have to switch to Clickbank however as there are some limitations it would appear for using OneShoppingCart with PayPal and their recurring billing option.  Something to do with the way that PayPal captures CV2 numbers from the back of users’ credit cards.  I can certainly recommened Aweber as I have had good experiences with it so far.

Looking back on all of the tactics I have learned over the last 4-5 years I am reminded of a famous Bruce Lee quote that goes a little something like this:

Before I learned martial arts, a punch was just a punch and a kick was just a kick. When I studied martial arts, a punch was no longer just a punch and a kick was no longer just a kick. Now I understand martial arts, and a punch is just a punch and a kick is just a kick.

5 years ago online marketing seemed simple, like there was really nothing to it.  You just did it.  Now after years of learning I’ve discovered that it really is quite complicated, you need to have a clear strategy, to build up a list of prospects, to test your methods, and so much more.  However, what I’m hoping is that after a little bit more time and a launch or two, that online marketing will seem pretty simple to me again, it sure seems that way to the big guys of the industry.

If you are unsure of a course of action, do not attempt it. Your doubts and hesitations will infect your execution. Timidity is dangerous: Better to enter with boldness. Any mistakes you commit through audacity are easily corrected with more audacity. Everyone admires the bold; no one honors the timid.

The above is an excerpt from the table of contents of Robert Greene’s “The 48 Laws of Power“, one of my all time favourite books.  The book is full of valuable lessons that can apply to numerous areas of one’s life, not just to business.  This particular law is one of my favourites, not because I am very adept at following it, rather because it is the one law which I most likely break most repeatedly.

I am a very analytical person by nature.  I enjoy breaking things down, and visualizing how all the pieces of something should work to achieve a desired result.  In building my business I have spent countless hours brainstorming, researching, and studying how best to achieve my goals.  It’s likely that I spend over 90% of my time planning, less than 10% of my time executing  my plans, and probably no time at all on monitoring my results.  A shame to say the least.  At the risk of sounding egotistical, I think that my plans are quite good, and that were I too execute them as I envision them, I would achieve some great things.  Sadly this has not been the case.

In writing this I’m not attempting to elicit sympathy, rather I’m hoping to provide a venue through which to hold myself accountable, and to provide you some insight into something that perhaps you yourself could use some work on.  The one thing that I need to become better at more than anything else, is to begin allocating more of my time and attention to the executing of my plans.  This goes into the 80/20 law, or Pareto Principle.  If you’re not familiar with this, it basically says that 80% of your results come from 20% of your actions, and therefore by isolating what those most productive actions are, and doing more of that, you will achieve greater results with less overall effort.  I won’t go too much further into that, but you can find a more in depth explanation of the Pareto Principle on Yaro Starak’s blog Entrepreneur’s Journey.  Another great place to read about similar concepts is in Timothy Ferris’ book “The Four Hour Work Week“.

If you spend too much time analyzing the variables that go into your situation, you have too little time to execute whatever strategy you develop.  Accoutants have a catch phrase for this too, “Relevance vs Reliabilty”.  This basically states that as you spend more and more time analyzing a company’s financial situation, the less relevant the information you find will be to that business.

So what is the point of this article?  Well hopefully you gain something from it, but primarily I wrote it as a reminder to myself that the fastest way to get to where you want to go, is to stop thinking about it, and start walking.

So the next question is, why is it useful to know the contact details of someone that wanted a free sample of acai berries, or a free training video that shows them how to improve their golf swing? Well because it is much more likely that this person is will to buy more acai berries, or to buy an extended golf training DVD than someone who didn’t even want to enter their contact information. However, just because someone wants a free sample of what you’re offering doesn’t mean that they are going to buy from you, in fact it’s quite likely that only a small percentage of the leads you collect will ever end up buying from you. Anyway, that’s enough about leads to give you an idea of what I’m talking about, I’ll go into more depth on this whole process another time.

The first part of my sales funnel was to build what is often referred to as a landing page, or email squeeze page where I try to entice people to provide me with their email address in return for more information on the product that I am developing. Now here’s the thing, I haven’t completed any free offering yet. I don’t have a free sample, a related product I can give away, nothing. All I have is the promise that I will give them more information on my website once it is complete. This is not very enticing, which means that my opt in rate (percentage of people who come to the page who actually provide their details) won’t be as high as it could be, actually much lower. Nonetheless I can begin testing to see what I can do to improve my opt in rate.

How do I test? Testing is basically a statistical process where you drive a certain amount of traffic to your landing page (in my case via pay per click advertising), and track how many people opt in. Then you make changes to your landing page, and once again you track how many people opt in. If you send 1000 people to each version of your landing page, and version A has an opt in rate of 3% while version B has an opt in rate of 4.5%, then you can say that version B is a better page, you have proof of it. It is best to test with as much volume as possible, to insure the most statistical accuracy, anything below 1000 people and you might have a difficult time determining if it’s a true trend, or just an anomaly.

I’m using Google Adwords to drive traffic to my landing page, and while I haven’t seen anywhere near 1000 visitors yet I have tweaked a couple things based on the recommendation of some people in forums. Now that I have implemented some fundamental lessons that I learned, I plan to allow a decent amount of traffic to go through to the site in order to see how well it performs. After 1000 or so visitors I will make some changes and see what difference it makes.

When I talk about the changes I will make to the site I am referring to the sales copy. I’m sure a lot of you have read some cheesy looking sales pages on the internet and thought to yourself that nobody would ever buy from this page, but you’d be wrong. These marketers are generally testing their sales copy in the same way that I described above, and they can show you statistical proof that these pages DO WORK, not to mention the money they are making.

By determining what your opt in rate is you are finding a piece of the puzzle that will help you to determine how much you will have to spend on customer acquisition. To give you a little more information, by determining for example that 4.5% of all visitors to your landing page provide your with their contact details, and 10% of those people end up buying your product (based on your follow up marketing efforts) which has a margin of $50.00 per unit, you now know that if you sent 10,000 people to your landing page that 45 of them would end up buying from you, providing you with a margin of $2250. That means that you need to spend less than $2250 in order to drive 10,000 visitors to your landing page, or to go even further than that each visitor to your website is worth no more than $0.225 ($2250/10,000=$0.225 but we’ll round down to $0.22), and each lead is worth $5.00 ($50*10% purchase rate=$5.00 per lead)

I apologize if I haven’t done the greatest job of illustrating all of this to you, I have a long ways to go before I master all of these concepts. I understand them in theory, but I have yet to fully execute a lot of them at this point in time. I’ll chronicle my progress as best I can without revealing too many specifics about my individual projects.

Last night I came across an excellent video of a presentation David Armano did at the Chicago Convergence New Media Summit.  David’s presentation focused on building a personal brand, and focused largely on building your personal brand online.  With the surge in individuals starting their own mini publishing empires online, I’m sure that many people will find this video particularly interesting.

The gist of the video is that your brand is the gut feeling that you give others.  It’s not who you are, or who you think you are, but rather it is who people perceive you to be.  It’s an important thing to be able to see, I doubt many of us see ourselves as others do, and most of us probably don’t want to.  This of course is also relevant to larger corporations, but they have been dealing with brand management for years now.  Although the internet and social media has certainly changed the way in which they need to be playing the game.

I’ll spare you an the in depth summary and let you watch the video (it’s about 20 minutes)

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