I was at a talk given by Paul Kedrosky of the Kaufman Fund about "Disruption" recently and found it to be very informative. I was amazed at how quickly 100 million dollar companies of the past, the old school, were dying off and how fast new companies can grow. I am talking about companies like, Sears, Kodak, Block Buster the giants of the past going or gone. New start ups like Google, FB, YouTube, and Twitter becoming huge successes in a very short period of time. Paul's talk was about tech start ups and attracting VC but it was the thing he said at the end that resonated with me the most. He stated four basic questions that a VC is asking himself when he is looking at and idea. These four questions are the ones marketers are also asking to it's clients about their brands and products. So what are these four questions?

Why this? This is a great question on so many levels that needs to be answered before launching a new brand. This will define who you are and give you the clarity needed to create an effective and clear marketing message. Is it solving a problem on a large enough scale to be a business? Does it add value to enough people that you can make it profitable?

Why Now? So what is it about your product, service or whatever you are offering that is so amazing or important or relevant that people will want to get it now. Not soon not the next time they stop by, or even want them to bookmark your site and think about it. Are you solving an immediate need or filling a want? The answer to this will help create not only customers but a reason to build loyalty with your customers.

Why You? Now this is where the personality, credibility and values of your brand come into play. This is where trust is expressed in order for loyalty to be built. Are you putting it out there for them or just cashing in on a trend? Will you be there to support issues or problems? Are you going to be around in 10 years, 5 years, next month??? This is critical in the launch of a new brand and should be reviewed by existing brands on a consistent basis.

What is your hook or in marketing terms what is your "Secret Sauce" or "USP"?
This is what can hang up a lot of people but it needs to be answered. If the previous questions were answered honestly, and spent some time on this, then this should come out of those insights from the first three questions. Basically you are asking yourself why would people use my stuff over someone else's? Are we better, faster, stronger, or whatever it is be clear and make this a best foot forward part of your marketing. Don't go for cheaper especially if you have a major competitor. I will write more about the disadvantage of price later but just know that your competition can probably go a lot longer than you without huge profits. So they will undercut you until you are gone. Never base your "Hook" on pricing a lone unless you are the one trying to undercut all the competition. Focus on value and your Unique Talents. That's what people want and that's what builds brand loyalty.

These are questions that I have been asking clients for years and knowing that others like Paul Kedrosky are looking for the same information is a good indicator that it is what is needed to get you started in a successful launch. - hey, just sayin'