The answer, obviously, is “good” woodworking, or what you’re getting. Good woodworking means using whatever wood you can get your hands on to produce a piece of furniture. It means using high quality hardware, quality cuts, and making what looks like good lumber in the end. So what do your people do in this business? In the beginning there was no such thing as a great name for all these activities. It was all about what a good business name would sound like. And in the end it was all about what people thought someone would say.
I’m sure you think there are some business owners who still believe in what can be called a “good name” but there are few if any. Most people seem to think that a business name can affect future sales figures, but not much. Even if a name changed the people buying the business still knew its name, and the current staff and clients still bought the business just the same.
So I’m guessing that you have a name you’d like to take on, something people want to call your business. Now do you really want to do that? Sure you can give it a good name, a good business name. It sounds good, but you’re taking on a lot of risk. Just for a name, you have to try to find the right way of using it. Maybe that’s the reason why your people have to go through so many different business names.
Now what about the next step… do you say nothing and just let someone else try to steal your name? Do you try to sue the person who’s trying to trademark your name? Do you tell your customers to ignore you? Do you even tell your customers to stop using your name? Don’t get me wrong. I like to help people when possible. There are times when I have to take a firm stand. I can’t make them stay away from the restaurant, but I can make them stay away from the restaurant if I can force them to stop using its name without any resistance from the customers.
The truth is that you and your staff want people to come back to your business, but you want them to stay. So you are going to have to do things to keep people in your business. You are going to have to take on more staff, you are going to have to hire new people, and you are going to have to build up your customer base. Maybe I’ll write about these things on another blog in a few weeks when I’m sure you
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