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March 31, 2005
What's your destination?
Any marketing, any business starts with where you are, where you want to be and how you are going to get there. Here's a company that seems to have embraced these simple ideas in a very intriguing way.
Have you seen the billboards for Point B around in airports lately? Black and white scenes of empty hotel rooms. Clearly the place you are currently looking at going to (with not a lot of relish). With headlines about how their consultants get you there without lots of travel. The implication that they will take you to the Point B of that state (rather than the point B of another drab hotel room). Pretty provocative.
They say they are the "first professional services firm entirely dedicated to our clients' success through the power of project leadership. We keep things moving in the right direction."
I'm not exactly sure what that means but I really have to tip my hat to them, for three reasons:
- Their name: I love naming and they have done a great job. Ever since Jerry Weissman taught us that it is the place our audiences want to be and that we need to take them there we have been huge believers in the power of PointB, . And of course we believe that it really is the core motivator of any gap analysis. We often tell folks to think of their names as reflections of their mission or vision of the future. That it should imply to customers the state the company will take them to. So what a terrific, open, mission/vision-oriented name Point B is, for just about any destinatiion - you the customer define it. Here, here!
- Their imagery: think they could be a little more explicit in their website but boy those billboard do get you wondering as you tramp around from airport hotel to airport hotel. Very nice branding from a relatively small company.
- Their discipline: Hey, we're venture capitalists, so our job is to invest in companies. But we have often told folks that if they don't need financing, they shouldn't take it. Well, according to Evan Carmichael the company is profitable, had sales of $31 million, and employs 185 people, all with no VC money just a $200 investment from the three founders.
What an accomplishment. Look forward to learning more about this mysterious company.
Posted by johnza at March 31, 2005 05:04 AM
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