Sat.Oct 27, 2012 - Fri.Nov 02, 2012

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Great Startup Teams Foster a Culture of Likability

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Larry Ellison Photo by Oracle PR. You don’t have to be likeable to everyone to be a great entrepreneur, just to the people who count. Of course, we can all point to apparent exceptions, like Ted Turner or Larry Ellison, who are sometimes seen as lions, downright predators, or even jerks. Yet I’m told that even these guys are considered quite likable by an intimate group of business and personal associates.

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What are the downsides of communicating a key differentiation in your name?

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One reason is that because of rapidly changing nature of business, today’s competitive advantage can easily become tomorrow’s disadvantage…or at least irrelevancy. Think about how useful the name Tote.com would be for a shopping site developing a social-sharing universal shopping bag/cart. Pretty cool, huh? But what happens when that doesn’t work particularly well so they pivot to socially-sharing images?

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