Re-naming the product

When I heard the concept behind this start-up, I was genuinely intrigued. When I heard what they named the app, I internally cringed.

Delicately approaching the owner / author of the original name, I offered to do a free naming study with a focus group representing the target audience.

Long story short? It worked. Study conducted, partners convinced, product re-named. We’re on the road to enthusiastically endorsing this amazing new technology.

Service Design

Using techniques from world-renowned service designers, I set up the tools to get the conversations flowing. Service design is about connecting all touch-points of the company and pointing them collectively toward delivering the value prop to our customers.

Ultimately this is the type of work I am passionate about. Having an MBA, 10 years as a small business owner and 20 years of corporate experience is the formula that landed me in the discipline of Service Design. Full circle. Put all the pieces together so it makes sense and delivers what it’s supposed to.

Brand strategy

The brand is your North Star. Put it in front of you and follow it. Once properly established, the brand strategy should answer most business questions, large and small. Brand strategy sets the vision for the future and it creates the guardrails that guide you there. It’s not rocket-science. But it is critically important that it’s done thoughfully.