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GUEST AUTHOR BLOG: Do the Opposite by Catherine Kaputa author of "Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea Into a Big Brand."
There’s something different about entrepreneurs whose startups take off and those whose just sputter along – beginning with how they begin.
After researching entrepreneurs who grow small businesses into big brands for my new book, "Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea into a Big Brand ," I find that growth entrepreneurs share these 5 counterintuitive habits:
1. They think “small” rather than search for a “big idea.”
Every entrepreneur dreams of finding a “big idea,” but there’s a fundamental paradox in business. Big ideas are small - simple, focused and specific so they can occupy a specific niche and dominate their category. Kevin Systrom was building a location-based mobile business like FourSquare, but found that only one piece of it, the photo app, was different and had real traction with customers. So he focused on the photo app, named it Instagram and became “insta-rich.” If you can’t write your business idea on the back of your business card or explain it to a ten-year old, you probably have a big, bad idea.
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