Something completely useless I read recently was from a “handbook” on starting your own business. Apparently this book was a bestseller. I kept having to check the date it was published (2007), because it sounded like it was written 15 years ago. The author talks about websites as an afterthought, seeming to think that the only function they have is to list information about your company. No mention of social networking or all of the great marketing techniques cash-strapped startups can use. The problem this book had (and many others like it) was that it was trying to cater to everyone and no one, and it ends up just recommending the “safe” or standard path of starting a business.

On image, the author writes:

“Fortunately, just because you are a startup company does not mean you have to look like one. Your logo, business card, signage, and style are all part of a cohesive image program known as corporate identity. And with the right corporate identity, your company can appear highly professional and give the impression of having been in business for years.”

Something is really wrong with this statement.  I’m not talking about the phrase “cohesive image program”, which sounds like something out of a Cold War Spy novel. I’m talking about the idea that you’re required to look like you’ve “been in business for years”. It seems to be saying that if you give the impression that you know what you’re doing, you can sucker people into sales, or that you can get your foot in the door without paying your dues. I don’t dispute the fact that image is vital, perhaps one of the most important things. Life is a selling job. I also firmly believe in good manners and the like. What I don’t believe in is pretending to be something you’re not. Your business will be successful because you’ve sought out new solutions, not because you pretend like you’ve been in the business for 15 years.

Of course image is important, but it comes as a byproduct of doing what you’re supposed to be doing, developing a viable business. Focusing on “corporate image” and pretty brochures is a filler, distracts you and makes you feel like you’re accomplishing something when you really should be focusing on coming up with a kick-ass new idea that will change the world. Pretty brochures and firm handshakes have their place, but if that’s the sole basis of your business strategy, you’re in trouble. By focusing on “corporate image”, you’re also becoming a lemming, which is exactly what starting a business is NOT about. You’re so focused on following formulas that you can miss opportunities right in front of you. These days, starting a business is about so much more than just “corporations”, doing an mba, or the sole goal of making money.

The author continues:

“Any events or causes you participate in should be in keeping with your business image. If your company is in a fun, creative industry…you can get zany and silly with events like balloon popping or pot-bellied pig races. On the other hand, if you’re in a serious industry like medical transcription or accounting, it makes more sense to take part in more serious events like a 10k walk.”

I couldn’t make this stuff up if I tried. Again, there’s something seriously wrong with this statement. It’s funny (what, accountants aren’t allowed to attend balloon popping parties?), but more to the point, the businesses of doctors and accountants certainly wouldn’t be harmed by trying to be more fun. I’m guessing that the doctor who manages to make root canals fun will be a very rich man. Point is, business is about being creative and original. By asking “does my industry allow for creative flair?”, you’re missing the point. Business is supposed to be about creative flair. You’re creating something new and setting yourself apart. THAT’S how you get sales, not because of your polished image. Of course a polished image helps and is necessary, but that’s like saying you should bathe if you want to have friends. If you didn’t know that, you really need more help than a book on “business” can give you.

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