Archives for February 2012

How To Avoid Blurry Positioning

Brand PositioningIf you find yourself in the role of consultant, how you express that role speaks to your brand. How you position your brand, is what defines it. Ideally you should embrace the services that best show your passion to your audience. I recently had this discussion with a client of mine. Their consulting services were equally divided between two audiences. Essentially the same solutions but to two disciplines. They had a passion for one, and a responsibility to another. This intrigued me.

I wanted to know why they felt it necessary to split their attention between the two. The client felt that because they were two distinct audiences the service should also be split. On the surface, this seems logical, but from a brand perspective it divides the message. In order for your brand to stand out, it should have a singular thrust. The more fractured the message the larger the risk of confusing your audience. You really want to fine tune your discipline. Choosing one strong direction absolutely focuses your consultancy. I advised my client to choose the avenue where they were most passionate. I felt that that would be the most powerful. They would also enjoy themselves more. And shouldn’t you have fun in your business?

I showed them that if they embraced their passion and put all their energies is succeeding in that area, their clients who are entrepreneurs would by nature bring their other businesses into the fold.They would get all their business naturally. Initially, my client felt that targeting the two areas was the better strategy, but now focusing on their passion gave delivered their ultimate goal more organically. It was also a more honest and natural approach. My client is now much more focused and excited to take their brand in a distinct direction. Compared to their competition, they are no longer a generalized service but a differentiated one. They will be seen as a strong leader in a category populated by generalists.

All too often businesses feel the urge to be all things to all people. This is fine when you have the customer through the door. But the process leading up to that awareness is a little more refined. In order to capture new business, you’ve got to distribute a message that resonates and gets them to notice you. This is where branding shines if done properly. Strategically. Keeping focus pays off. Avoid the temptation to sell everything all at once. One caveat of this strategy is that if you forget to mention it – you don’t do it. And for every service mentioned you also invite competition for that that service. Focus the message reduces the competition and delivers your brand powerfully.

Cover Yourself Or Risk Losing It All

In the small town where we live, there was once a pretty good family restaurant. Let’s call them “Steed’s”.

Steed’s served seafood buffet – the only one in town. The food was good and prices reasonable. While they weren’t exactly booked to the brim, they had a steady flow of customers daily. So they were profitable. Steed’s had also been there for decades. The family who owned it also owned several businesses in town and were quite reputable. Sadly, they are no longer in business and the reason had nothing to do with economy or big businesses crowding them out. What literally drove them bankrupt was a law suit.

Image via Wikipedia

The story was, a drunk driver coming out of their restaurant hit a bicyclist and killed him. Steed’s was found guilty of serving too many drinks to the driver.

This is truly tragic for both the bicyclist, his family and Steed’s. No matter what you personally think of the case and who’s at fault, the truth is, as business owners we must make an effort to cover our business or lose it all like Steed’s did. Years of hard work, feeding the family and perhaps years more to come all gone.

Your website is no exception. We’ve learned that businesses have been fined $25,000 for not having a risk disclosure on their website. That doesn’t include the amount they had to spend in attorney fees.

That may be small change for some businesses but we know of many who exist online are bootstrapping start ups or the mom or dad setting up shop to put food on the table who do not have easy access to such sums of money. Not counting the emotional stress. This is certainly an experience neither of us wants whether we can afford the fees or not.

The solution in easy. Go to an attorney to have these documents drafted. Unfortunately, your attorney may not be well versed with Internet law and if they were, their fees aren’t likely to be attainable for the average start up or family business. That’s where we found ourselves years ago.

Then, we discovered AutoWebLaw, put it to use immediately and continue to do so on every site we own. You can see the links to these documents in this site’s footer. If you’d like to get your hands on AutoWebLaw, you’ll be pleased to know it is quite affordable and you can get it right this very minute. We did it some time in 2005 and have never regretted it once. It gets used every time a new site is set up which is quite regularly. The nice part is finding new and updated documents for life. Just like the time when the FTC began cracking down on affiliate marketing, the documents were updated to reflect that and boy were we thankful.

And yes, by the way we are recommending this as an affiliate because we like, use, believe in it and think you should too. Consider using AutoWebLaw before it is too late.

Private Consulting: Find Your Niche

What is the quickest growing business in America today? Consulting. Not only are there more small businesses than ever in American history forming, but an ever increasing number of those businesses are that of private consultants. Why is this? Is it the Obama economic plan? Has government developed these “new” jobs as is so often the claim? I think I speak for most of you when I say the response is, “Obviously not.” The new consulting businesses popping up around the country are a direct outcome of corporate downsizing and the difficulty in securing professional employment. As major corporations are downsizing on technocrats including engineers, human resource professionals, and MBAs, Vistage-style consulting firms are bred from the suffocating corporate carcasses like a Phoenix rising up from the ashes.

There are three explanations why these professionals, all of a sudden unemployed, become consultants:

  1. They’re experts with technical skills and talents. They’re too proud to work at McDonald’s, Wal-Mart, or collect food stamps from Mother Government. The case for motion for starting their own business hit like a sludge hammer on a rusty nail when they were laid off.
  2. Other big corporations, long the symbol of corporate standing and security, are downsizing too. There just aren’t as many professional jobs in corporations. But the work still needs to be done, so the big boys are outsourcing. This shift in the technical marketplace has lit up light bulbs over the heads of thousands in the recent 5 years.
  3. They aren’t good enough to make a living playing pro golf.

Are all these companies going to obtain success in lobbying for the seeds spread by Microsoft, Facebook, and General Electric? Well … No. There are still critical business success factors which need to be demonstrated by these new S-corps. As I own and run my own small business growth consulting firm, here are some of my own poignant reflections and tips for getting started in this hot industry.

But Why?

If you wish to make a living as a business advisor, you first must find a more enabling “Why?” than the 3 reasons I just offered. Being driven into a career switch is generally not the ideal way to assure lasting success. But don’t lose heart, even if that’s how you began, you can rapidly come to realize other, more powerful reasons for being your own employer, like:

  1. Self-Employment. Set your own hours and take vacations when YOU want to.
  2. Freedom to plunge into any niche market that intrigues YOU. Your interest and passion are key motivators when times are tough.
  3. Retire when YOU want to. This isn’t dictated by a corporate scheme.
  4. Establish your own salary. You never again have to grumble that you’re worth more than you earn. As a consultant, you’re worth exactly what you make!
  5. Your job is as safe as you make it.
  6. You do business where you want. Home, office, or villa in the south of France.

As soon as a consulting business is underway, these justifications must be convincing enough to push the directors through the hard times, documentation, and trivialities that your own business will surely bring.

The next thing that prospective consultants have to do to accomplish professional success is to define the span of the business. The means to do this is to first take stock of yourself and any workers that you may have. What are your technical strong points? Weak points? Interests? The parameters of the services that are provided should play on the technical strengths and hobbies of the consultants and steer clear of the weak spots like the plague. You may ask, “Why is that necessary?” to which the answer is, the best way to use a life preserver is to never get in water over your head. Sticking with your strengths prevents drowning. Clients and Competition You’re excited about starting this company! You know what you want to consult on! What next? Before making the leap, it’s a great idea to know and be able to define 3 things:

  1. Is there a niche for my services? Who will my clients be?
  2. Who else does what I do? In other words, who is the competition?
  3. Why am I superior to those folks in number 2?

If you are offering spectacular vistas of the sunset from your eastern facing terrace, you’ve got a problem! If there is no market for your services, quit for now, flip some burgers to pay the bills, and re-think it. If there is, you’re not out of the woods yet. Someone else may do what you do. In fact, maybe a lot of people do what you want to do. If that’s the case, you’re going to have to permeate their market, because unless you get exceptionally lucky and catch a consumer on a good day, you’ll probably have to take somebody else’s business, which means you better have a powerful good response for number 3 … Why you’re company is unique and more importantly, offers more worth to your client!

My wife sold long distance for about a year and got out of the business. She told me that it is one of the most competitive industries to be in. Why? Because everybody has a telephone, and 99.9 % of those people have long distance service. It takes one hell of a sales pitch to make someone want to swap something that most of them are at ease with, especially in the 30 seconds you’ll probably have before they hang up! Think Energy Choice for another illustration. Telling them why you’re better necessitates creating recognition of a problem that the prospective client may not even know they have. This is the most crucial factor in making a living consulting! You can be the finest engineer, accountant, or paralegal that there is, but if you can’t plainly explain what sets you apart from all the rest, then practice this, “Hello. Welcome to Wal-Mart. Have a good day!”

The Many Hats You’ll Wear

Without covering the entire field of “Consulting for Beginners”, the final thing a determined young, or old for that matter, consultant needs to be is fashion aware. Unless you happen to have bankrolled six figures of seed money for your business, you are going to have to wear a lot of hats, and if some of them happen to mismatch with the rest of the outfit, it will be the ultimate business faux paus. For example, as an engineer at IBM, my typical day may have revolved around the marching orders of running printed circuit peel tests, resolving a processing problem on line number 3, and going to a status meeting to present to my management when I’m going to finish the new inspection machine. Intriguing stuff, I know, but as complicated or not as this may sound, these duties are fairly restricted in scope if not technical complexity. They’re all engineering duties!

For my consulting business, I have to juggle a lot more eggs, and if one hits the ground, “Splat!” A partial list of some of the “hats” that I, and most start up consultants, must wear are those of the…

  • tax accountant,
  • salesperson,
  • receptionist,
  • trash collector,
  • shipping and receiving agent,
  • personnel manager,
  • purchasing representative,
  • accounts payable and receivable clerk,
  • travel agent,
  • customer service agent

Eventually, many of these functions can be passed on or farmed out, but until the company has a full plate of clients to feast on, these tasks normally fall on YOU.

There are many other avenues of expert consulting that I could explore with you, but that would take multiple days and I’d have to charge you ten thousand dollars for my time. Suffice it to say that if you believe you might want to join the ranks of us consultants, make sure you want it for the correct reasons, that you know exactly what it is you want to consult on, you know your niche and your market knows you, and do your calisthenics, because you will need to have Gumby-like versatility to do it.

Hey! You’re That Branding Guy!

personal brandingPersonal branding. We all would like to believe that we make an impact on our customer’s and connection’s lives. But do we really?

Are you developing a personal brand that resonates? Personal branding, like its corporate cousin, is based on a fixed set of brand values that are the foundation for your brand. Having and abiding by these values, gives you rules to live by. They must be lived up to even if you’re hurting and are tempted to bend them to suit a situation. Your values help to define your personal brand.

In developing a personal brand, I advise people to do it using a “differentiation strategy.” Look around you, what is the norm? If you’re a real estate agent, what is the general perception of the real estate agent? How can you take that perception and mold it into an advantage for you. If it is negative, can you rise above it and make a negative into an opportunity? Going against accepted perceptions is like a breath of fresh air. Over time, your personal brand will be defined as not your average agent. You stand out from the herd.

Now from this new position how else can you stand out positively? How about how you dress? How about how you interact with the community? Are you a giver? Make your brand all about them. Recently I had a gentleman full of pi** and vinegar wanting to partner with me mining new business. I didn’t think it was a good fit for me and declined the offer. But I felt we could perhaps develop another sort of relationship down the road. Well, the next time I saw him you’d think I’d grown a second head. He was no longer so friendly and amicable. This coldness, said volumes to me.

It told me his brand wasn’t genuine. He was a taker not a giver. It caused me to question his motives. Now, I could be wrong and read it the wrong way BUT with branding, the perception is reality. And my perception at that moment didn’t look good for him. One thing I strive to do is – even if I lose their business, I am still willing to give up information and insight that I feel they can use. I’ve often come across publicity opportunities that I’ve passed on to people whose business I didn’t get. I feel that even if they don’t require my services someone in their network may. A “no” isn’t always a negative. If behoves you to take an open mind and look beyond the obvious.

Being aware of your personal brand puts you in control of YOU. Letting your world define you is one scary place to be. You will spend most of your time trying to clean up perceptions that don’t flatter you. All of that effort is wasted. I enjoy nurturing my personal and corporate brands. They compliment each other naturally.

Nothing makes me happier than meeting a stranger, who says, “Ed Roach? – Hey! You’re that branding guy!

How to Avoid Common Startup Mistakes with Your Business

So you’ve got an idea that you think could make a lot of money and you’ve decided to start a business. Maybe it’s even a great idea. Perhaps it’s so good that despite your lack of experience you’ve managed to interest some investors and possibly even line up a loan. Now what? If you went to business school or you’ve got a good head on your shoulders you probably realize that there are a lot of variables involved in starting and running a business, and not all of them are within your control. Add to that the fact that you’re virtually learning as you go and the situation is rife with occasions for you to drop the ball. But you can avoid some of the most common mistakes if you have an idea of what to expect. So here are just a few ways to steer clear of the snafus that sink other startups.

    1. Specialize. Finding your niche can be hard, but all you’re doing by jumping aboard a popular bandwagon is ensuring that your company gets lost in all the white noise. You don’t want your business to blend in; you want to grab attention and shoot past your competitors! Having a specialty is essential to piquing the interest of customers, but it’s important to make sure that your product or service is both innovative and in demand. It’s a tall order, but without a niche you may not survive.
    2. Plan for every possibility. A lot more work goes into planning a startup than actually getting the operation up and running. And while you have probably done some market research and come up with a solid business plan to proceed (or at least to secure funding), you really need to map out a comprehensive strategy that details anything and everything that could go wrong (or right, for that matter) and how you will proceed should certain situations arise.
    3. DIY online.When it comes to creating and expanding your online presence, something that pretty much every new company should be doing these days, there’s no reason to spend beaucoup bucks on professional services. Take the time to learn the basics and do it yourself (from web design to SEO to online advertising).

There are two very good reasons to choose this road even though it won’t be easy. First, it will save you a ton of money. Although you may have to hire out for some flashy extras, you will be surprised by just how much you can get done on your own for free. Second, you need to have a backup plan. Suppose your web designer decides to backpack around Europe for a month and your site goes down, or you need to push updates. If you have the knowledge and skills to handle it your business won’t suffer. And honestly, ANYONE can learn this stuff!

  1. Choose the right venue. This is true for both the location of your business and where you opt to advertise. If you’re not reaching the right people (or you’re not reaching anyone at all) there’s really no hope for you to be successful in your ventures.
  2. Engage in branding. What does your business sign say to people? How about your logo? Do the symbols of your business inspire interest, confidence, and a feeling of welcome? What about your employees, your products or services, your business practices, and your standing within the community? What does your business stand for and how can your branding efforts convey that? These are the questions that successful business owners ask themselves (and answer) in order to ensure that customers see them, and more importantly, see them in the right light.

Generation Y and Branding on the Fly

We are all pretty familiar with Generation X; they are the offspring of the post-World War II baby boom, the so-called “13th Generation”. Their perspectives on the world were shaped by political, environmental and financial conflicts including Black Monday, the evolution of the Internet, the Chernobyl disaster and the fall of the Berlin Wall. Generation Y, however, is still a bit of a misunderstood group – at least by the Gen X’s. Gen Y-er’s perspective on their world has been shaped by their immersion in technology, almost since birth. The New York Times describes Generation Y as “post-emotional, entrepreneurial” and replacing the Generation X commune concept with the more mainstream social aspects of small business.

On November 15, 2011 pulled data (at the request of Millennial Branding) from Facebook for a Generation Y Study. They wanted to know how Facebook users between the ages of 18 and 29 were using the social platform, particularly as it relates to work and career building. Before getting into the meat and potatoes of the data analysis, we need to make clear the flaws in the use of this particular kind of information. To begin with, unless the user is actively seeking work or has a somewhat inflated ego, there is little reason they would list their profession on a profile page (just 36% even list jobs in their profile). Furthermore, the reliability of what is listed is questionable and it would take nothing short of an FBI-esque moral platform to verify the information. Despite those being fairly hefty factors for discounting the data, we urge you to read on.

Out of 4 million profiles in the database, approximately 1.4 million list a job title. The fifth most frequently occurring job title? Owner. That’s right; Generation Y appears to be emerging as an entrepreneurial group. The four job titles listed in higher numbers include stepping stone positions such as ‘server’, ‘manager’, and ‘intern’. There are a bucketful of reasons for Gen Y-ers to seek the owner chair; ranging from a desire to avoid their parents working life as a corporate lackey, to an extremely prohibitive job market. Taking that one step further, start-ups seeking to recruit Gen Y-ers for their drive are posing incentives aimed at flexible work programs and engaging in activities for the social good. So, here we have all manner of eager young workers at a variety of skill levels, between 18 and 29 years of age, seeking their own business opportunity, or the chance to be involved at the ground level of a generation of new start-ups with a larger focus on the work-life balance. It’s pretty exciting.

Let us also remember that Generation Y is an age group born into the world of digital computing. They grew up with the Internet, Nintendo and cellular phones. Everything that we old folks started out doing analog, they have always done digitally. The biggest difference between analog and digital is time; or rather the context in which time occurs. For example, your high school student needs to do a paper on the Jamaican Boa. In our teens, we would have headed to the library for a quick nap before looking for the natural history section. Today, that high school student heads to their tablet, laptop, smartphone or desktop PC and pulls up good ole Wikipedia. Then they have the nap. Instant results via digital means have become the norm, and we can expect all these driven Generation Y entrepreneurs to crave the same speedy routine for their start-up. It may not be how we did it back in the day, or even today, but with new generations come new trends.

There is a saucy little article by award winning journalist Geoffrey James published in the online business magazine, in which he offers a fast-food menu of instant branding tools. Must-haves for every start-up can be created through a series of automatic generator tools including a corporate name generator, a logo generator, and even an auto-spewed marketing message accurately called the “corporate gibberish generator”. There were other tidbits mentioned, such as domain name reservations and auto-tweet generators, all costing no more than $12 or $13. Undoubtedly Mr. James’ piece was meant to be tongue-in-cheek and all that jazz, but after perusing the data from the Generation Y Study it makes one wonder if this isn’t the future of branding.

For serial entrepreneurs like Howard Leonhardt (Bioheart) and Richard Branson (Virgin), the automatic generators of branding and marketing could be a sanity saver. They are old-timers in business. They know what works and what doesn’t, but more importantly they have the resources to fall back on when and if failure occurs. For the likes of Mr. and Ms. Generation Y who yearn for a chance to be involved in a business from day one, the risk is usually much more profound. Branding on the fly with automatic tools may fit the budget, but will it work? Does the outcome fit the criteria of a winning brand for your market? The risk in using auto-tools is not in the initial cost, it is in the long term damage to your product or service.

Consider a scenario where a brand launch using an auto tool for the domain name, corporate name and logo occurs and there is traffic at first, but it soon fades away to nothing. After an anxious day of zero sales, a little competitor analysis is conducted. It seems the top two competitors have very similar domain names to the insta-name, offer better pricing and stand behind killer logos. Their social media traffic is everywhere, while the auto-generated feed is just covering Facebook and Twitter. Every internet marketer knows those are easy things to fix now, but unless your impact on the market was non-existent, damage to the brand has been done.

Branding and marketing are not things to be left to automatic generators, even for Generation Y. New generations come along and create some pretty fabulous trends, but not all of them are good. Acid wash jeans should never have left the sketch book, just as branding on the fly should never be trusted as successful.

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What’s Your Definition of Success? Stepping Back & Re-Focusing

What’s your definition of success?

What steps do you need to take to reach the pinnacle of success?

Those answers will be different for everyone but the important thing is to revisit these answers every now and then. What we considered important or successful back in our 20’s will most likely be different now that we’re in our 30’s.

If you have a family, are you spending enough time with them and developing a close relationship or are you driving yourself into the ground, working 16-hour days?

What do you want your closest friends and family members to remember about you?

… How much you worked?

… How much money you made?

… Or how much time you spent together and the happy memories you created?

A few years ago I purchased a website called Small Business Branding.

This site was already successful in terms of having thousands of readers and I earned money from onsite advertising but I had dozens of new ideas of how to expand its reach and make even more money.

So I went about writing business articles and recruiting guest authors who helped me craft content that any small business owner could use. I had a virtual assistant on staff to handle the advertising placements and small technical issues.

But something just didn’t feel right.

After some time I lost interest in this topic and it became more and more difficult to create my articles. I found myself procrastinating about doing certain tasks but at the same time I had to force myself to work because of the monetary investment I had made when I purchased the site.

It was then that I realized that my ideas of success had changed. By many standards, I was successful because I had a website making good money.

And yet, the work wasn’t making me happy anymore.

Why should I use money as the only standard of success?

So I sold Small Business Branding and began to focus my attention on MYSELF.

When was the last time you really thought about what you wanted in life and if you were happy?

It’s one thing to answer the questions and dream about your perfect life but it’s something else entirely to TAKE ACTION and make that ideal life become a reality.

I really focused on strengthening my faith and spending more time with my children. I wasn’t the mom who was glued to the computer everyday; now I was more relaxed and the mom who loved to play games and laugh with my kids.

It’s very cliché to call your self-discovery a “pathway” or a “journey” but that’s the only way I can accurately describe it. Just because I sold Small Business Branding didn’t mean that I was giving up an online business.

My mind was still churning out ideas so I created Click Create

Yes, it’s a website and yes, I still write business articles but it’s geared more towards those who have a calling in their lives.

They are not striving for the almighty dollar but are working to make money to help others.

Instead, they have a message to spread, a passion to help others, and I can help them by providing comprehensive marketing advice that will help them tell the world about their mission.

Now I wake up raring to work.

Knowing that my own mission is more authentic to who I am made all the difference to my own mindset and focus.

There certainly is nothing wrong with making money because we all need a place to live and food to eat; but the difference is my new audience is not driven by money.

They are driven by their God-given passions.

Does this mean I’m excluding those business owners who want to earn lots more money? Certainly not. I still plan to share my own business experiences and the marketing advice is almost the same, no matter who your audience is.

Now I’d like to leave you with an interview I did recently with a 20-year-old CEO.

I loved speaking with her because her excitement was contagious and she reminded me of myself at the same age. I was only 21 when I opened my first retail store and over the years that one store grew into 5 different retail locations.

This real-life experience and knowledge is what I hope to share with you at Click Create Share.

You’re Never Too Young to Start Your Own Business, Says 20-Year-Old CEO

With the tough times and in a competitive job market where recent college grads have difficulty finding work, Adylia-Rhenee decided to cut to the chase and create her own job while still in college.

Why did you decide to start your own business?

To be honest, I have never thought about anything else. I never knew exactly what specific field I wanted to go into but I always knew I wanted to be my own boss.
A year ago I wanted to be able to put my passion of philanthropy, inspiring and uplifting people into a business. That is what I did and how I got

Were you nervous at all because of your age?

No, because from my schooling I felt completely competent. I went to a prep-school since the age of 4 where the structure was all about taking the students from “dependent to independent learners.” I prepared myself that other people might not receive my age as positively but that is something I could not control or focus on.

Did your family & friends support your decision?

I only told my family members initially that I wanted to start a business. They were very supportive because they knew that if I focus on something I will work hard to achieve what I have set out to achieve.

Please tell us what is about. is where people can join together and focus on a positive direction for their lives. It’s for people who imagine a world where intelligence, creativity, and hard work is recognized, celebrated, and rewarded. That reality would uplift everyone to inspire to be better, and be the best that they can be.

To have a life where you are in control and aware of your choices. is the answer. We believe it’s your life, take control of it.

We are an online community that celebrates hard work, shared values , and offer sound advice to those searching for a higher standard. As a member you have access to articles, interviews and discussion designed to solve problems, build relationships, empower, and have fun in the process. Industry experts, men and women of all ages provide a variety of perspectives in life, relationships, careers, entrepreneurship, education, parenting, and more.

Tell us about how your company gives back. gives 10% of the membership proceeds to the Dreams of Simon Bolivar Foundation which supports the children and craftsmen of Grenada, Nicaragua. I choose Nicaragua because about 4 years ago I was on vacation with my family in Grenada, Nicaragua.

I was walking around and this boy about 8 years old whittled me a grasshopper from a banana stem. I didn’t have any money to give him but he didn’t care he just wanted me to have the grasshopper. What amazed me was how happy that little boy was with what appeared to be very little.

That’s why I choose to give back to Grenada, Nicaragua so that the young kids can go to school instead of helping their parents. Providing the craftsmen with tools to continue making incredible jewelry.

What are your biggest dreams for your business?

I would say that my business makes a difference and inspires people all over the world.

What would you tell someone about following their passion in life?

I would tell someone that before you follow your passion make sure that you can handle giving up some things you love or getting negative comments etc and if a person wouldn’t be affected by other people’s opinions then I would say go for it. To me business is like show business. You have to believe in yourself and your product/ business 120% before anyone else might jump on board. That’s the beauty of the journey so when you reach your goal you truly appreciate everything.

You can follow Adylia-Rhenee’s Journey Here

About is an online community that celebrates hard work, shared values, and offers sound advice to those searching for a higher standard. members gain access to articles, interviews, and forums designed to solve problems and build relationships. Industry experts, and men and women of all ages provide a variety of perspectives on life, relationships, careers, entrepreneurship, health, parenting and more.

Adylia-Rhenee Gutierrez decided to start to develop a community of shared ideals – a society comprised of people who want to reward hard-work, determination, intelligence and ethics.

“I wanted to start to remind people that there are others who are looking for smart, dynamic content that can impact their lives in a positive way,” says Gutierrez, who was born and raised in Los Angeles and now resides in Philadelphia/ tri-state area, where she studies finance at Temple University.

“When you surf the web or watch television today, you get the sense that our society is being dumbed down. Celebrities who are famous just for being famous are glorified and are now outnumbering the true heroes impacting the world in a positive way.”

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