WHY IS INTEGRATED MARKETING SO IMPORTANT?

In spite of the internet’s popularity, which really goes without saying you would think, there are still businesses relying on traditional media exclusively for marketing. At the same time, most businesses are using digital marketing in some way, but treat it like a separate entity.

No matter which medium is being used, it’s important to use both offline and online channels and create an integrated marketing campaign. Combining both mediums can increase the results of a marketing campaign for all kinds of businesses from startups, small businesses, to established companies.

How Prospects Follow Up With Businesses

There are several reasons why going with an integrated approach is so important. Prospects that come across ads through offline mediums such as magazines, newspapers, radio and TV often turn to the Internet to find more information about a business. This is especially the case for companies that favor branding campaigns more than direct response campaigns.

Surprisingly, the same thing applies to Internet businesses. Prospects try to see if an Internet business can be found offline, have phone numbers they can call, and have a real office location. This is to ensure that the business they are about to deal with isn’t some fly-by-night scammer that’s only interested in taking their money. This is one of the key reasons why it’s important to have a presence in both mediums.

Where Prospects Spend Their Time Looking Online

To be specific, people use the Internet to look up the reputation and reviews of businesses they’ve come across offline. Today, there are a large number of platforms to find information about businesses. There are search engines, review sites, social media sites, and community sites that can all be used to determine if it’s worth doing dealing with a business.

These platforms allow businesses to appear where consumers are searching after they’ve been exposed to their offline marketing, but only if they jump on that opportunity. One of the best ways to integrate offline and online is to build a SEO campaign. Your business will show up in related search terms about your brand, products and services. This puts you in control of your reputation and allows you to stay competitive in your industry.Digital Marketing Opens Your Business Up to a Bigger Audience and Increases Sales

An integrated advertising effort can really open up your business to a bigger audience as well. A large portion of your market will spend more of their time online, so investing in online ads can only extend your reach. In fact, many businesses find online campaigns to be more cost effective if not just as effective than offline campaigns.

Using display advertising and retargeting via pay per click can help maximize the effectiveness of your offline campaigns. It will help continue the conversation from your offline efforts, exposing consumers to more of your marketing. This increases conversions and your ROI because consumers tend to go with businesses they are more familiar with, and also because consumers are more likely to buy after multiple engagements.

The Integrated Approach Is Ideal When Gaining Momentum Is the Goal

Businesses that are trying to create buzz about their business or any kind of viral campaign need to go with an integrated approach. In one example, the Athens tourism board used offline info points to get locals to share their viewpoint of their city while also getting tourists to spent time with locals. The whole case study can be read here.

This was followed up by an online social media campaign where local submitted photos of events, special locations and the architecture that could be found in Athens. This user generated content turned viral and soon thousands of submissions were being sent in. The result was user generated content being used to create buzz and market tourism for Athens.

Conclusion

Going with an integrated approach is necessary to stay competitive in today’s market. Both mediums complement each other in many ways. Whether you’re a digital agency or a business that strictly uses traditional media, it is worth the effort and investment in building a campaign that combines and takes advantage of both mediums.

How to Go from Beggar to Entrepreneur

Most entrepreneurs, were once beggars. To eliminate many of the mistakes that entrepreneurs make during this phase of their career, Patrick shares 3 points on what you have to do get past the begging phase, stop managing and start leading.

How Crashing A Trade Show Saved Helprace

Startups can greatly benefit from attending conferences, especially if they are fighting tooth and nail to build awareness. That’s what founder Gregory Koldirkaev had to resort to when he decided to take on Zendesk and Getsatisfaction with his own customer service platform, Helprace.

After getting a small investment a decade ago, a small group of software engineers were recruited to develop a knowledge-based software. In a year, the client base grew into the hundreds. Then came the market crash, reducing the team to virtually zero.This forced a pivot into the customer service software market. Enter the need to leverage trade shows to pitch the new value proposition and get clients. There was a little problem, however. Cash flow had ground to a halt and there was a $1000 in the bank.

It was time to make a gamble. One of the world’s top customer service conferences was approaching fast. Every minute lost sitting idly in the IT industry means digging your own grave, but with the cost to register as a visitor in the prestigious Atlantic City conference priced in the thousands, it was time to get creative!

How to crash the conference without paying those pesky fees?

Staring at potential failure of his startup, Gregory had a Eureka moment. He called and called the organizers, explaining how he was a tech entrepreneur and unable to afford the ticket. Luckily, he was able to squeeze out the guest invitation he so desperately needed. (If that doesn’t work for you, think of people you know who are exhibiting and ask them to get you a free pass.)

“After hearing the news, I began dissecting my visit right there and then,” laughs Gregory. “I realized I’m going to be around people who paid all that money, who were meant to be there.”

Make the Conference Work For You

Being on your feet and pitching your product for 10 hours straight will exhaust you, so get enough sleep and plan out every move the night before.

“I made sure to have my phone ready to show relevant videos or demos before I even walked up to the booth,” recalls Gregory. “It was a great way to refresh my memory and and recap relevant discussion material.”

Large trade shows can seem overwhelming, and you can waste a good chunk of your day wandering around without getting much done. Make sure to divide up your time between the exhibitors and leave a window at the end to visit the booths you might have missed.

So Was It Worth The Risk?

Gregory booked a flight from Chicago to Atlantic City. He checked into a cheap $40 motel room 30 minutes away (to save money, of course), and was in first when the doors opened.

When all was said and done, Gregory netted hundreds of high quality leads and networking prospects. This enabled Helprace to get going with the new model and has led to many great clients and growing success.

As startup founders we always have to be willing to push the envelope, take educated gambles and be willing to fail. We can’t always control the outcome, but we do have to be ready to seize opportunity when it comes our way!

In situations like this, I, for one, can’t think of a better way to invest $300. Can you?

What is Helprace anyway?

Helprace is an emerging provider of cloud-based customer service solutions. It consists of a helpdesk ticketing system, community and a knowledge base for end-users. Users can ask a question, share an idea, report a problem or give praise. This data is seamlessly integrated into the admin interface, and support agents can directly participate in conversations. Learn more at http://helprace.com

Alex Goldfayn Explains Netflix Marketing Strategy

In this great episode, Alex Goldfayn talks about being a marketing expert for Amazon, Yelp, Netflix and other major companies, and how often marketing strategy is more important than the product or service being sold.

Download | Subscribe

How to Know if You’re a Born Entrepreneur

My guest Hana Abaza is the Director of Marketing at Uberflip where she combines a metrics driven approach with an unwavering commitment to creating an exceptional brand experience. Hana has a knack for communicating inspired tech solutions to mainstream audiences and, with over a decade of experience in digital marketing, she gets results.

Hana is also an energetic speaker and contributor to the Huffington Post, Marketing Profs, Content Marketing Institute and other industry publications. Find her on Google+ or follow her on Twitter @HanaAbaza.

Staying Focused is The Key to Success

The early years of a startup can be chaotic and desperate. Even a great idea needs capital to get off the ground. In the beginning you need cash, so you chase every opportunity. You say “yes” to anything and everything because you need clients; you need investment; you need to turn your idea into an actual business. You are excited and you want to grow, so everyone who offers you money is a potential client, a potential investor, someone you need.

Unfortunately, every thoughtless “yes” leads you further into a trap. Too quickly you’ll take on too many things. You’ll have differentiated into too many products, options and services in an effort to please anyone who shows even a hint of interest in your company. In a few years, your company is just okay at a whole bunch of things instead of great at a few.

Saying “yes” disrupts your focus.

When you started your business, you probably had one great idea. You knew what you wanted to do, what kind of business you wanted to have. There was a central product, a main service, a particular methodology. You had focus and you were determined. In the rip tide of those early years, hold on to that focus. Keep it in front of you. To be successful and stay focused, you’ll need to do the following:

Choose a business model. Obviously, as a startup, you are going to have to make changes. Adjusting to the environment is a skill that you’ll acquire quickly. But once you have the lay of the land and have seen the various possibilities, it’s time to put together the business model that works for you. Figure out who you are trying to market to, why they’ll want your product, how much they’ll pay for it and how you will get it to them. You might have to do some experimenting, but when you find something that makes sense to you, follow that course.
Pick one or two things to be good at, and stick with them. To be the best, you have to learn and build on your experience. If you keep changing what you do and moving with the whims of potential clients, you’ll never get good enough to be at the top. People will ask for products or services that are just one step away from what you already do. You’ll be tempted, but don’t give in. The slippery slope quickly degrades your business and takes away from your ability to develop and invest in that one thing you know you can do better than everyone else. You believed in your idea enough to start a business; believe in it enough to see it through.
Fire your bad clients. Of all the challenges to focus, this one is the hardest. Once you take on a client, you may feel obligated to continue working with them. But bad clients will suck you dry. They will take advantage of your need for cash; they will cling to you in the hopes that you can do what no one else can: fix them. Look at the ROI. Consider the advantages or benefits to working with these people. If you can’t find the upside, get rid of them. You’re going to survive a lot longer if you don’t let people suck your blood. Focus on your product. Don’t trade excessive time commitments for a little money.

The more opportunities you say “yes” to, the more you lose the value of what you are trying to accomplish. When you are wide-eyed and money-hungry, coach yourself to say “no”; to turn things down when they don’t fit or if they won’t bring in a significant return. Do not take on every opportunity. Stick to what you want to do. Imagine your end goal — what you want your company to look like once you have made it. And above all, stay focused — after all, it’s your business.

Ty Morse is the CEO of Songwhale, an interactive technology company focusing on enterprise SMS solutions and Direct Response campaigns, both domestic and international. Since the company’s 2007 launch, Ty has grown Songwhale from 2 people to over 100. A two time Ernst and Young Entrepreneur of the Year finalist, Ty has been featured in the NY Times, Wired, NPR, PBS, and Discovery Channel and published in Forbes, the NY Report, and Geek.

The Young Entrepreneur Council (YEC) is an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched StartupCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.

Life’s A Pitch

portrait of businessman showing blank card

Everything in life comes down to selling–yourself, your vision and your company.

Life’s a pitch–be ready!

Entrepreneur, You May Be Crazy But You’re Not Alone

A lot of people say that entrepreneurs are crazy. We give everything we have to build a business, including our health, money, time and relationships.

And, for what? Most businesses fail, and many of the ones that “succeed” never reach their full potential.

Yet, if you’re anything like me, that fact motivates instead of scares you. That’s the crazy part. If you’re a lifelong entrepreneur, you look at long odds, grin and say, “Damn right I can beat those.”

Because entrepreneurship saves us.

If you’re wired to be an entrepreneur, you just can’t help it. The act of building something from scratch, of seeing your vision come to life is your driving force. You live and die by every swing of the entrepreneurial pendulum.

And it’s not just the successes. The obstacles and failures drive you, too. That moment when you have to tell yourself to go one more round, when you have grit your teeth and give it everything–that’s when you feel most alive

The ability to create is what sets mankind apart from animals. Throughout the centuries great artists and creators have all been seen as a little unstable, but the beauty they put into the world was worth it. Or, at least, they were so driven to create they had no choice.

In 21st century America, many entrepreneurs are the modern day artists. Which is scary because

Entrepreneurship also kills us.

There’s a reason there’s a constant debate over work/life balance in entrepreneurial circles. It’s because we’re all so obsessed with what we’re doing, we can’t stop. We don’t eat well. We don’t sleep. We don’t nurture deep relationships that make a real difference in our lives.

And, in extreme cases, we think death is better than failure.

There’s a fine line between genius and insanity. That’s why so many great artists and writers suffered so much internal pain. Entrepreneurs, unfortunately, are no different.

I wish I had an answer to the problem. I wish I knew how to pull back, how to care less about what I’m building.

I wish I knew the answer to work/life balance and had guarantees that it would all be worth it in the end. That the things I’m choosing to live for will really matter–to me or anyone else one day.

But I don’t, and neither do you.

Instead, we can take comfort in the fact that we’re not alone, at least. You aren’t the only who feels like the crazy entrepreneur, and if you make smart bets and wise risks, it’ll be worth it in the end. Let’s face it. Without people like us, shit wouldn’t get built.

So keep building.

But also get some sleep.

The Harsh Reality Of Launching A Startup

I recently came across an article talking about how startups should hit the panic button when they only have 6 months of overhead in the bank. This premise stunned me, especially since it came from someone who invests in startups.

What world are they living in?

Having built multiple companies and invested in several more, the idea that any startup should freak out with only six months of overhead left in the bank is just absurd. Most established businesses don’t have that much.

So let’s discuss the harsh realities of launching a startup and how to overcome them.

Rushing Your Dream

Before diving into this, let me first state that you should never hold back your drive to launch a company. But prior to making the giant leap into the unknown, make sure you have looked for as many pitfalls as possible, and been brutally honest with yourself about how much money it will take to stay in business and keep the lights on at home.

In the early stages of any venture your family and friends will be on your side. But the second you start needing to borrow money, can’t cover your rent, or begin worrying about putting food on the table, most of them will tell you to stop. If you quit your job they will tell you to go back to the 9-5 world. The encouragement and belief in your dream will suddenly dry up.

If you have a good job and this is something you can start to build on the side, then don’t just quit. Keep your personal expenses covered until your new venture can. Then make the full jump. It may not be as cool, but it can greatly increase your chances of success and save personal relationships that truly matter.

Prepare For Cash Flow Heart Attacks

Now let’s assume that you’ve gotten the company going and you are growing. Generally, growth requires an increase in overhead. New employees, office space, resources etc.

While you may be getting new customers and growing your accounts receivable by leaps and bounds, reality is you will lose clients, have ones that don’t pay you, an employee that quits at a bad time, or have an unexpected expense.

One day everything looks fantastic. The next you’re having a heart attack because that big check you expected hasn’t come in…and it’s payday tomorrow.

To be honest, there really isn’t a way to avoid these kind of obstacles. All you can do is prepare for them mentally, and make sure your gambles on growth and new expenses are well thought out. Then get ready to rise to the occasion at the eleventh hour.

Getting Investors Is Hard

In spite of the idealistic thought that you will be able to raise capital to get off the ground, cover your business and personal expenses, hire a great team; the reality of this happening is very unlikely.

Not that your idea isn’t a great one. It’s just hard to convince investors to back you. What if your idea is only worth $5 million if successful and you need $500k to get going? If the opportunity to make a 2.5 million ROI (5x investment) isn’t reasonable, many are out by default. If they even take the time to let you pitch.

Let’s be real, many investors lost that much at the craps table in Vegas last week, and don’t want to wait 5-7 years for potential return.

My advice, do everything in your power to make it possible to achieve success without an investor. Even if that wouldn’t be as big or quick as you would like. This approach will give you sound direction in your planning and give you a leg up with potential investors. A basic rule of sales is creating “fear of loss”. When you’re presenting, if it’s reasonable that you don’t NEED them but would enable faster return, interest will be piqued.

No Pain. No Gain.

The harsh reality is that becoming successful is never easy. We often look at all the success stories and forget about failures. This causes so many entrepreneurs to put on blinders and refuse to account for these realities.

In my opinion, it’s much better to accept that it will be tough. Put heavy thought into your plan and get ready for the rollercoaster that is entrepreneurship. There will be pain and heartache, but if you can overcome, it will be worth it when you achieve control of your life and enjoy the freedom it brings to be the person on top.

I hope this article provides both snap back to reality thoughts and encouragement. Would love to hear your thoughts in the comments section and don’t hesitate to reach out to me personally!

Julie Morey on Travel, Sex, and Train Wrecks

What does it take to be an Entrepreneur? Join us as Julie shares her Entrepreneurial mindset and an inside glance at her journey to becoming a successful Entrepreneur.

Julie is the Author of the edgy non-fiction travel memoir Travel, Sex, & Train Wrecks, as well as a Travel Coach with her business A Life More Traveled. She has spent the last seven years teaching and traveling in over 60 countries.

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Success Quote

‘Why not you?’ – Russell Wilson click to tweet!

Business Failure

Julie was about to embark on an epic 9 day trip with her husband. Alcohol, yelling, and the D word all happened the night before, threatening to crush Julie’s world. She was left crying on the floor. Find out what Julie did next…

Entrepreneurial AH-HA Moment

Julie shares the inside scoop of what it’s like to go on a 10-day speaking fast. Fascinating revelations here!

Current Business

Julie is writing, coaching, and living her passions. Find out what 2014 has on the horizon!

Small Business Resource

Suitcase Entrepreneur: I’ll show you the 6 steps to building a profitable business from anywhere and the freedom to live a lifestyle you adore.

Best Business Book

Travel, Sex, & Train Wrecks by Julie Morey
The Success Principles by Jack Canfield

Interview Links

A life more traveled

Ready to launch YOUR Podcast? Sign up for our free weekly Podcast Workshop @ PodcastersParadise.com

How to Broaden Your Search for the Right Investors

If you’re part of an accelerator or startup, the SEC just granted you a new way to approach funding in 2014: the right to solicit a broader range of investors.

I wouldn’t jump the gun on this opportunity too quickly, though — there’s a bit of fine print to read first. For one thing, the new, relaxed rules on “general solicitation” are subject to change.

What You Need to Know About This SEC Change

In response to the JOBS Act, the SEC is now allowing startups to advertise their stock to investors. Many people believe this gives companies free rein to go after money — an assumption fueled by crowdfunding platforms like Kickstarter and Indiegogo.

In reality, you and your legal team have to take more precautions to ensure the buyers are accredited, which essentially means that they’re financially capable and know what they’re doing. If you don’t know a buyer, you must do the appropriate research to confirm the investor is accredited.

Besides researching the legality of an investor, startups and accelerators also have to work on their marketing strategies. To fully enjoy this new opportunity, founders must know how to attract the right investors and then reel them in with the right pitch.

Marketing to Investors

Here are three marketing tactics to help you find the right investors.

Leverage the power of social networks. LinkedIn is a great place to start looking for potential investors. Try posting enticing information or even direct messaging some of your connections.
Look into crowdfunding websites. Crowdfunding websites curate and position business concepts to a community of potential investors. If an investor is interested, his contact information is passed on to the startup. Research the crowdfunding sites that fit your industry best.
Utilize community events. Community and public events are excellent ways to solicit interest in an exciting business opportunity. By getting exposure at contests, trade events, and other public displays, you can generate investor curiosity.

Pitching to a New Audience

Once you’ve garnered investor interest, the next step is creating the right pitch. Historically, pitch decks were targeted at investors who knew the company well. When marketing to a more general audience, you must work with a different set of assumptions.

Not all investors will understand the business, let alone the market opportunity. The pitch has to be broadened, well-supported, and designed to attract the right potential partner. Think of it as fishing: In a small pond with fewer species, you know exactly which type of bait to use. With a huge lake, you’re making an educated guess.

Crafting Your Pitch

To give you more than a shot in the dark, here are some guidelines to craft a successful pitch.

Clearly show the potential for return. Investors are interested in how an investment can mature, earn a profit, and get them a nice multiple on exit. Explain how scalable the opportunity is, the size of your market, and how disruptive the product or service will be to this market. Most importantly, clearly explain how you plan to earn revenue.
Don’t get caught up in “how it works.” Many entrepreneurs get caught up in the technical details when pitching their business ideas, but investors don’t care nearly as much about how something works as they do about the potential impact it will have on the market.
Ensure you’re pitching the right investor. The wrong partners can be toxic. As you discuss your business idea with investors, consider whether or not they’re a good fit for your startup. Just because they have money doesn’t mean they’ll make good partners. (This goes beyond ensuring investors meet the criteria in the regulations.)

In addition to the guidelines above, the key is giving the investor confidence that you haven’t invented the numbers or the market opportunity. You want to convey that your prospects are very real in a way the investor can understand.

These newly relaxed rules don’t give you carte blanche, but by doing your homework, marketing to the right investors, and carefully considering each prospect, they could create a great opportunity for your business.

Alex Friedman is the co-founder and president of Ruckus [http://ruckusmarketing.com/], a full-service agency, tech partner, and accelerator that is devoted to helping businesses grow. At Ruckus, Alex has been at the forefront of developing technology for nearly a decade, advising entrepreneurs and growing brands and Fortune clients alike.

Patrick Bet-David Knows How To Get A Meeting With Any CEO

Meeting with important people can be challenging because we’re all so busy. This creative method will “get your foot in the door” at any company and with any CEO.

Steps:

Make a list of people to use the method on
Get a box
Put one shoe in the box
Write a handwritten letter to the person (Watch the video for template)

Don’t

No stilettos.
No smelly shoes
No cologne

Watch the video above for more on how this method will work no matter who you’re trying to see.

Stop Wasting Time on Decisions

Stop wasting so much time on decisions.

I know this immediately seems like I’m telling you to fly by the seat of your pants and put no planning into your decisions. Nothing could be further from the truth.

As an innovator, business leader, entrepreneur, parent or friend. The truth is you have to make quick decisions, and ultimately the responsibility falls on your shoulders.

The goal of this article is to pose a simple question. Do we waste time and therefore opportunity by over-analyzing possibilities, and not just pulling the trigger?

For those of you who read my article Business Innovation Requires Patience this again may seem like a counter-intuitive statement, but hang on, there is logic behind it.

So Many Decisions. So Little Time

Just think about the number of decisions you make everyday. Not big decisions. The number you have to make each day. Where to get coffee. Where to eat. What clothes to wear. What to do after work. The list goes on and on.

Now think about how many of those decisions you make in the blink of an eye.

99% of decisions are made with very little conscious thought. We react instinctively based on our past experiences. If every decision made was thought out, we would never get anything done.

As a decision maker in business, because of the responsibilities and ramifications of the choices we make, often we find ourselves over-thinking and wasting both time and opportunities. This could be a hiring decision, closing a deal, making a pivot in the business model.

Stop Over-thinking

So often, in the same blink of an eye as choosing where to get coffee, you know what the right choice is, but spend hours, days or even weeks trying to find reasons your gut instinct is wrong.

As a society, we are conditioned to search for all the reasons we are WRONG first, not why it’s the RIGHT option. By default, we immediately lengthen the time needed to make a decision, because everything being researched, discussed and/or keeping you up at night is negative. If everything you’re contemplating is a negative, it’s only natural to doubt your judgement.

I say look for the positives first. Very often, the supporting evidence to it being the right decision become readily apparent. If this is the case, then pull the trigger and go for it. Don’t waste time and energy, and more importantly, don’t miss opportunities.

Justification Of Quick Decisions

As experts in our relative fields, we know the right answer very quickly as our subconscious is analyzing and predicting outcome much more rapidly than our conscious mind. Our body even gives us physical instructions that we refer to as “gut feelings”.

When you learn to “go with your gut” rather than ignore it, you will be amazed at how much stress will fall away and the speed of which you can make correct decisions.

Studies going on for almost a century have consistently shown that our “gut reaction” is generally correct 90% of the time. Since these reactions are happening literally in the blink of an eye, the time spent looking for reasons you’re wrong becomes harder to justify. This is NOT to say you should never ask second opinions. For major decisions always look for additional validations to your initial thoughts.

Personal Defense Of Rapid Decision Making

The logic outlined has been the way I have operated my entire life. For years, I often questioned myself because so many people viewed my actions a “flying by the seat of my pants” and not thinking things through. More than a few times it was viewed as arrogance.

However, as time and again my gut instinct turned out to be the correct path, I made the conscious decision to let the chips fall where they may. This has led to being able to grow successful companies, make great hiring decisions, connect with amazing mentors and overcome adversity.

As the demand for quick pivots, instant gratification, and evolving limits of time continues to expand, my closing argument is this:

Nobody is perfect and there will always be times we make the wrong decision. The faster we know whether it was the right or wrong choice, the quicker we can either enjoy the rewards or recover from the mistake.

Learn More About The Science

Many of you have read Malcolm Gladwell’s book Blink: The Power of Thinking Without Thinking where he dives into the concept of “thin-slicing” and using our adaptive unconscious; mental processes that work rapidly and automatically from relatively little information, to make the correct decision very rapidly.

For anyone who hasn’t, I strongly recommend you take the time to read it. For those of you who already use this process but don’t understand the scientific justification, it will be extremely encouraging. For others, it will radically change your life.

It Is Critical To Know The Cost Of Customer Acquisition

We discuss the critical importance for every entrepreneur to understand the cost of customer acquisition and the return per customer. lt is amazing how many established business owners do not know these essential details. We discuss the how, when and why; the G2 crowd rankings of social media management products; Instagram grabs another hundred million dollars from traditional media; Staples and RadioShack to close the newly 1500 stores due to online competition; Apple versus Samsung… The next product could be the decider. But we also discuss how to address an increasingly multicultural business landscape, not only in America but across the world. We also have are extremely popular email segment where we address the issues that concern business no matter where they are in the world. We interview the amazing Robert Stock, the Founder, Co-Chairman and Chief Creative Officer of the Robert Graham Empire has disrupted the way men and women dress for the last couple of decades. We discuss what is important in becoming successful.