Ben Angel, leading personal branding specialist, wants small business to sleep their way to the top. For nearly a decade now, he has been on the quest for reasons why small business and their owners fail. His book, ‘Sleeping Your Way to The Top in Business’ has been downloaded over 10,000 times from his site in the last month alone. Its newly found success has been attributed to struggling business owners seeking refreshing marketing ideas with a twist.
In a recent interview, we asked him about the common mistakes that can lead any enterprise to its untimely demise.
“Now,†says Angel, “small business owners must increase their marketing efforts ten-fold just to achieve the same results they previously enjoyed prior to unstable economic conditions. Businesses that tell a cautionary tale of a regurgitated business are putting themselves at risk of fading into the background.â€
Mr Angel advises small business must quit duplicating the strategies of their competitors to survive. “The more crowded and accessible the global marketplace becomes, the more challenging it can be to uphold the unique selling points (USP’s) responsible for your initial success. Once the USP of any business has been cloned enough times, it becomes the norm. And once something is normal it fails to stand out, resulting in boundaries being pushed further and further just in order to create any significant impact.â€