Market Perceptions

Raymond Nasr, an Associate Fellow of the business school and an expert storyteller gave a fantastic masterclass at the business school this evening on market perceptions. Here's what he said...

First of all, market perception of your company is very real; there is a link between perceptions and profitability and it is very powerful, but super fragile.

The Perception Meter
Companies go through cycles with the press that can correspond with quadrants on a clock. These are:

• 12-3: top of the hill
• 3-6: perched for a fall
• 6-9: in the dumpster
• and 9-12: turnaround story

The key messages to take away here are that (1) the press forgets, a company can move through each of the quadrants and (2) it is important to know where you are and take steps to move to a better quadrant.

Perception and your Business Plan

• a great pitch begins with a great idea
• a pitch must have shape
• a pitch is designed to be heard, not read
• remember, this is business
• land the pitch exactly once

Rules for Radicals
Some hints and tips for budding entrepreneurs.

• great facts build great stories
• play for the varsity (be a sport)
• cultivate a network and be loyal to it