Entrepreneur Magazine June 2021

Entrepreneur magazine is the trusted source for growing your business and offers surefire strategies for success. Whether you are just thinking of starting a business, have taken the first steps, or already own a business, Entrepreneur offers the best advice on running your own company

United States
Entrepreneur Media Inc.
4,40 €(VAT inclusa)
8,80 €(VAT inclusa)
12 Numeri

in questo numero

3 min
tell your story the right way

WHEN YOU TELL your story, you may be leaving out the best part. I see this happen all the time. Entrepreneurs share their story online or onstage, or tell it to customers, investors, or people like me—and they wonder why it isn’t resonating. The result isn’t just a bruised ego; it is a financial liability! People connect with a story a lot more than they do with a brand or a product. If you can’t tell your story right, you’ll have a harder time gaining business, attention, fans, and exposure. How do you do it right, and what’s the part everyone misses? It’s time to discuss the greatest story ever told: It’s called the hero’s journey. Every great movie you’ve watched, and every great novel you’ve read, and probably every great tale you’ve…

6 min
to hell in a handbag

Rebecca Minkoff has impeccable timing, but it sometimes punks her. Back in 2001, she slashed and fabbed-up an “I love New York’’ T-shirt for actress Jenna Elfman, who wore it on The Tonight Show a month after 9/11. It put Minkoff on the map. Then her handbag, called the Morning After Bag, proved she wasn’t a one-hit wonder. After building her eponymous brand into a global success, she started the Female Founder Collective with Alison Wyatt in 2018—the same year “2.2 percent” became a rallying cry for women entrepreneurs who were appalled at that speck of VC funding going their way. Now FFC has 9,500 members and its seal is on three million businesses to show they’re owned by women. Along the way, people asked Minkoff, who has three children under…

2 min
winning new business

1/ Borrow trust. “In the current climate, customers are largely spending their money with brands they know and trust. That is a challenge for a new brand like ours, which launched weeks before the pandemic and hasn’t had the same amount of time to build that trust. Therefore, we have leveraged influencer marketing to leverage the trust they have with their followers, who look to them as guides for product recommendations and reviews.” —TIFFANY PAUL, founder and CEO, Slept 2/ Turn down the noise. “Last fall, our competitors were flooding the market with deeply discounted products—while simultaneously investing heavily in Google ads. We were losing on our own branded keywords. Instead of competing dollar to dollar or discount to discount, we pushed our brand awareness marketing and moved spend onto YouTube, where we could…

3 min
working (and napping) across time zones

At Bearaby, it is totally acceptable to sleep on the job. The weighted-blanket startup—which saw revenue soar to more than $21 million in 2020 as consumers looked for ways to de-stress during the pandemic—is built upon a culture of “sleep wellness.” Bearaby’s 20-plus employees, who are scattered across the globe, are encouraged to take naps throughout the day and, in part, set their own hours. Teams commit to an overlapping three hours of collaborative work time each day, and staffers can select when to complete the rest of their duties, boosting productivity for night owls and early birds alike. Here’s how that flexibility got a global team through a year of working at home. KATHRIN HAMM (left) / founder and CEO, Dubai “Adapting to a work-from-home lifestyle was rather seamless for us…

3 min
why we ended our 401(k) match

How do we take action? We asked ourselves that question all last year, as the pandemic triggered painful layoffs and worldwide protests against racial injustice got us thinking deeper about who we were as a company. As we dug into our own decisions at our business, looking for ways to improve our employees’ lives, we never expected the process would end where it did—by eliminating a 401(k) matching program we were always so proud of. But once we crunched the numbers, it made sense. More of our employees would benefit if we did something different. We’re the husband-and-wife owners of Heath Ceramics, a Bay Area business that designs and manufactures home goods, primarily ceramic dinnerware and tile. Our 160 employees serve as a microcosm of society: Although we have many executives and managers,…

6 min
stop selling to gen z

The minute you start trying too hard, that’s when Gen Z is like, Bye.” That’s the advice of Dahye Jung, a strategy analyst at Sid Lee, the global creative agency that works with businesses like Dos Equis and The North Face. Every day, at least one of Jung’s clients wants to know, “How do we reach Gen Z?” It’s a good question. Generation Z—the 20 percent of the U.S. population ages 9 to 24 with annual buying power estimated at nearly $300 billion—is a coveted yet elusive demographic. It’s the first generation to never know a world without the internet, growing up on cellphones, with virtual lives no less real than their IRL ones. While no generation can be uniformly summarized (much as marketers will try), Gen Z has a few well-earned stereotypes:…