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Calling all Freeman(Tulane) Applicants: (2016 Intake) Class of 2018!!

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Gas Matters: The NGLs Interview with Eric Smith  [#permalink]

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New post 12 Apr 2018, 13:01
FROM Tulane Freeman Admissions Blog: Gas Matters: The NGLs Interview with Eric Smith
ImageEric Smith, associate director of the Tulane Energy Institute at the A. B. Freeman School of Business, was interviewed in the March 2018 issue of Gas Matters about the emerging natural gas liquids (NGLs) market. Smith discussed the regions currently profiting from NGLs, how gas-focused E&P companies have marketed NGLs, and the likelihood of an NGL glut in the U.S.

“The moderator for the U.S. will be how much it puts into the export market. That’s true of LNG, as well as NGLs. We have capacity to produce both, and will continue to build new capacity to the extent that there’s an international market for the products. However, I suspect that even 20 years from now, we’ll still be exporting NGLs, as well as intermediates like olefins, and of course bulk plastics; just in different proportions.”

To read the article in its entirety, see The NGLs Interview: Eric Smith, associate director of the Energy Institute at the AB Freeman School of Business, Tulane University.

 

 

 
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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New York Times profiles alumna Simone Reggie (MBA ’12)  [#permalink]

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New post 02 May 2018, 09:01
FROM Tulane Freeman Admissions Blog: New York Times profiles alumna Simone Reggie (MBA ’12)
 Image

Simone Reggie (MBA ’12), founder of Simone’s Market, a grocery store in uptown New Orleans that specializes in locally produced food, was profiled in the April 22, 2018, edition of the New York Times.

:  Ms. Reggie’s enterprises have caught the attention of the magazine Southern Living, which recently named her one of 30 Southern food women to watch. She also was mentioned in Garden & Gun magazine’s look at how to do New Orleans like a local.

To read the article in its entirety, visit  https://www.nytimes.com/2018/04/20/business/simone-reggie-market-new-orleans.html
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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Student Entrepreneur Spotlight: Harrison Bamel of HB Productions, LLC  [#permalink]

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New post 03 May 2018, 09:01
FROM Tulane Freeman Admissions Blog: Student Entrepreneur Spotlight: Harrison Bamel of HB Productions, LLC
Image

Harrison has always been involved in the New Orleans music scene. In fact, he sites the tight-knit, grassroots community of artists here as one of his primary sources of inspiration. Bamel’s first “Fridays at the Quad” event at Tulane left him awestruck, thrilled to be at a school that was so ingrained with the music and culture of the city around it. But it wasn’t until sophomore year that he got involved in the music business. Harrison worked under the Marketing Director, recruiting and managing the promotional street team at The Howlin’ Wolf, a local music venue. He gradually gained responsibility and ultimately started booking shows for them as Marketing Team Manager.

Harrison toyed with the idea of branching out and starting his own company, but it was the spring of his sophomore year. He had plans to study abroad, to travel, to see the world. That mindset changed when Rick Farman, Tulane alum and co-founder of production company Superfly, came to speak on campus. During his lecture, Farman discussed how he got his start in the music industry—a story that directly parallels Bamel’s. Farman started by promoting for Tipitina’s, until he decided to spin-off and work independently. Fast-forward twenty years, and Superfly is responsible for the execution of acclaimed music festivals such as Bonnaroo and Outside Lands.

“I know that my path would have been quite different if I had not ended up in New Orleans studying at Tulane, which is why I am extremely grateful for the people I’ve met and opportunities I’ve had over the past four years. I would like to thank you, Nola, as I will forever know what it means to miss New Orleans.”

With a newfound role model and sparked motivation, Bamel cancelled his trip abroad and focused on creating his own venture. He registered HB Productions, LLC in the summer of 2016, and began networking. With help from Booking Representative Jake Titlebaum, Creative Counsel Matthew Eshagoff, and Operations Coordinator Jonah Flint, HB Productions was able to foster ongoing working relationships with New Orleans’ beloved Big Chief Juan Padro & The Golden Comanche Mardi Gras Indians, funk band SexualThunder!, and the up and coming Georgia based group Walden. 

The first big show the group put together was a fundraising event called “The Bayou Banger ft. SNBRN,” which raised nearly $5000 for victims of the catastrophic floods in Baton Rouge during the summer of 2016. HB Productions has since become a one-stop-shop, specializing in event management, artist booking, digital marketing, and promotional representation.

Check out hb-productions.net for more information!
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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Adam Zuckerman reflects on China travels  [#permalink]

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New post 17 Nov 2018, 18:01
FROM Tulane Freeman Admissions Blog: Adam Zuckerman reflects on China travels
“By having dialogue, talking to people and stopping people, you’re going to have better relationships and see opportunity.”

This was the message Adam Zuckerman delivered during his talk, “Reflections on my Time in China.” On Tuesday, October 16th, The Shop at the Contemporary Arts Center hosted the innovator and entrepreneur for a discussion on everything from blockchain to China’s startup ecosystem. The event was part of a recent speaker series sponsored by the Lepage Center.

Zuckerman, who currently serves as Director of Ventures and Innovation at Discovery, Inc. was one of nine American leaders named to be 2018 Zhi-Xing China Eisenhower Fellows.

The prestigious award sent him, with a full-time interpreter by his side, on a four week journey throughout China. He and other fellows met leading thinkers across diverse fields, exchanged knowledge and ideas, and walked away with not only a wealth of experience, but a further developed international understanding.

Though his talk included analysis of topics like the country’s rapid industrial growth and how WeChat and QR codes are spearheading a cashless society, it was the numerous relationships formed that Zuckerman was most eager to highlight.

“30 meetings. 85 people. 7 cities.”

He cited one fascinating talk with the JD.com Innovation Director which, even though it didn’t start until late in the night, continued for three hours straight. But beyond the scheduled events and busy days of meetings, Zuckerman still found the time for meaningful interactions with locals. One such opportunity came when a young girl stopped him on the street to talk, seemingly curious about his uncommon complexion. Between her parents and his interpreter, the two could swap stories and share aspects of their culture.

These moments, he said, would not have been possible without the resources and unparalleled access granted to the fellows by the Chinese government and the Ministry of Education.

I found this human focus a refreshing change of pace from our technologically dominated society. More and more, our actions and experiences both in real life and on the web are becoming broken down into quantifiable numerical data.

This is not inherently wrong, and Zuckerman himself points out how China’s use of surveillance cameras and constant monitoring opens up exciting, if not intimidating, possibilities for algorithmically driven city planning. However, in a business world dictated by bottom lines, it’s easy to lose sight of the powerful impact new conversations can have toward tackling challenges and uncovering the next pathway to success.

Curiosity is at the heart of the entrepreneurial spirit and, as Zuckerman reminds us, you can never stop exploring.

 
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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Adam Zuckerman Reflects on China’s Startup Ecosystem  [#permalink]

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New post 27 Nov 2018, 09:02
FROM Tulane Freeman Admissions Blog: Adam Zuckerman Reflects on China’s Startup Ecosystem
“By having dialogue, talking to people and stopping people, you’re going to have better relationships and see opportunity.”

This was the message Adam Zuckerman delivered during his talk, “Reflections on my Time in China.” The Shop at the Contemporary Arts Center hosted the innovator and entrepreneur for a discussion on everything from blockchain to China’s startup ecosystem. The event was part of a recent speaker series sponsored by the Lepage Center.

Watch the entire video here


Zuckerman, who currently serves as Director of Ventures and Innovation at Discovery, Inc. was one of nine American leaders named to be 2018 Zhi-Xing China Eisenhower Fellows.

The prestigious award sent him, with a full-time interpreter by his side, on a four week journey throughout China. He and other fellows met leading thinkers across diverse fields, exchanged knowledge and ideas, and walked away with not only a wealth of experience, but a further developed international understanding.

Though his talk included analysis of topics like the country’s rapid industrial growth and how WeChat and QR codes are spearheading a cashless society, it was the numerous relationships formed that Zuckerman was most eager to highlight.

“30 meetings. 85 people. 7 cities.”

He cited one fascinating talk with the JD.com Innovation Director which, even though it didn’t start until late in the night, continued for three hours straight. But beyond the scheduled events and busy days of meetings, Zuckerman still found the time for meaningful interactions with locals. One such opportunity came when a young girl stopped him on the street to talk, seemingly curious about his uncommon complexion. Between her parents and his interpreter, the two could swap stories and share aspects of their culture.

These moments, he said, would not have been possible without the resources and unparalleled access granted to the fellows by the Chinese government and the Ministry of Education.

I found this human focus a refreshing change of pace from our technologically dominated society. More and more, our actions and experiences both in real life and on the web are becoming broken down into quantifiable numerical data.

This is not inherently wrong, and Zuckerman himself points out how China’s use of surveillance cameras and constant monitoring opens up exciting, if not intimidating, possibilities for algorithmically driven city planning. However, in a business world dictated by bottom lines, it’s easy to lose sight of the powerful impact new conversations can have toward tackling challenges and uncovering the next pathway to success.

Curiosity is at the heart of the entrepreneurial spirit and, as Zuckerman reminds us, you can never stop exploring.

Article by Will Potts, Lepage Student Fellow
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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Clementine sweetens event planning process  [#permalink]

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New post 18 Feb 2019, 19:02
FROM Tulane Freeman Admissions Blog: Clementine sweetens event planning process
For many people that try planning an event, the process can quickly become stressful and overwhelming. Catherine McNeel discovered this reality when organizing a high school graduation party with her and her friends. But where others find failure, McNeel found an opportunity.

Image
Catherine McNeel and Abbi Larkin
The Tulane sophomore’s startup, Clementine, will provide an online platform that streamlines the event planning process.

“It was so much more difficult than I felt like it should be for a party in our backyard and just for our friends,” McNeel said. “It was a casual thing and we just got tacos but it was such an ordeal. That’s when the idea was born and I started jotting things down and thinking about it. [It has] developed since then and since coming to school.”

She believes her platform will simplify event planning for those times you may not want to hire a professional.

“It takes all the things you would need to plan a small to medium event that you would never normally hire an event planner for, but puts it all in one place online,” McNeel said. “This includes menus, catering, decorations, invitations…A to Z…”

The San Antonio native says the platform will localize its search results to whatever city the user is located in, making it easy to find the resources you need in a pinch. When coming up with a name, McNeel wanted one which would capture the essence of what her business is all about.

“I knew I wanted something that incorporates the color orange because it signifies enthusiasm and creativity,” McNeel said. “It’s inviting nature embodies the lively spirit and mission of Clementine, to make planning great parties simple and fun.

Every startup needs a great team to elevate their ideas to the next stage. That’s why McNeel, a Finance and International Relations major, partnered with her friend Abbi Larkin. Larkin, a sophomore majoring in Marketing, rounds out the skills and know-how Clementine will require.

“She’s in charge of our marketing and beginning to brand ourselves, get a logo, and help with our website,” McNeel said. “We’re planning different events. She planned a whole bid day event. Hopefully we can start small and build to a point where we can actually develop our website.”

Clementine is still in an exploratory pre-launch period, as McNeel explains, but her Freeman classes have helped prepare her for the demands of entrepreneurship. When she’s not busy with her startup, McNeel is a Senator for USG on Finance Committee, a Green Wave ambassador, and a Resident Advisor in Irby Hall.

“This project’s like my baby, I really love it, I like working on it,” McNeel said. “I don’t know if it’ll ever be successful or not but it’s fun to see what the next steps are and learn about the process of starting your own business, how complicated it is, and how long it takes.”
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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DOCPACE to minimize hospital wait times  [#permalink]

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New post 12 Mar 2019, 15:02
FROM Tulane Freeman Admissions Blog: DOCPACE to minimize hospital wait times
Every year, hospitals around the country lose out on millions of dollars in Medicare reimbursement due to low patient satisfaction scores. DOCPACE, a New Orleans startup founded by native Shelby Sanderford, might just be the solution.

“Our goal is to communicate office wait time to patients via text messaging and waiting room monitors to help eliminate wait time for patients,” Sanderford said. “Very similar to what airlines do for flight status, we’re doing for appointment status.”

Through enhanced transparency, Sanderford believes hospitals can create more positive visits for their patients. She identified this problem while studying healthcare administration at Southern Methodist University in Dallas, Texas. One of her professors was the president of the city’s Presbyterian Hospital, and Sanderford had the opportunity to shadow them and learn about each department and specialty.

“It was during that time that I started to hear this recurring theme of the struggle to reach the preset patient satisfaction scores, which is set by the government…But they weren’t doing anything specific to target the base problem. So I started to think about ways that they could fix this and turn things around.”

Sanderford moved back to New Orleans after graduation and began working on the project. She spent a year interviewing doctors and figuring out the legal requirements to better understand what it would take.

In this period Sanderford realized she wanted a business background, so she enrolled in Freeman’s Master’s of Business Administration program. Despite a full course load Sanderford kept working on DOCPACE, and continued with it full-time upon earning the degree in May 2017.

Today, she is excited for DOCPACE’s soft opening in just a few weeks.

“We are about one month away from being up in our first doctor’s office. That will be our first beta site and we are in discussion with several other locations for beta testing as well.”

While the future looks bright for the startup, Sanderford readily admits there were some moments of adversity along the way. One consideration centered around patient’s location service rights.

“That was the first hiccup moment…we built this thing but just to get user adoption was going to be a challenge. We sat back and thought about what was the main value we had to offer and how could we just deliver that to the patient and make it easier.”

Sanderford and her team ended up simplifying the product on the user-end and eliminating the need for location rights by incorporating text messaging.

Another hurdle involved navigating compliance with HIPPA, the Health Insurance Portability and Accountability Act of 1996.

“The regulations are defined that you can’t breach information, but they are less so defined on how a tech startup is responsible for doing that. On the one hand you’re trying to protect people’s information as much as possible, but then you’re also trying to run a lean startup that probably can’t afford to have a full-time security officer on staff.”

Through her New Orleans connections of people in the healthcare field, she eventually found her way to a firm in D.C that helps tech startups move into the market in a HIPPA compliant way.

“If everything was easy, there would be other people doing it. There’s a reason for all these challenges.”

For any aspiring founders and people who might just be getting started, Sanderford insists on perseverance and the ability to take criticism as two of the most essential qualities.

“A lot of times what makes an entrepreneur successful is that they believe so strongly in their idea they won’t let anyone stop them and I truly think that’s an important characteristic to have as an entrepreneur because it’s what makes you persist till you see success. With that said, when advice comes my way I always try it on because you really don’t know what’s going to work until you try it.”

Even when people kept telling her what was wrong with her idea, Sanderford found inspiration in their words.

“I think it’s important to realize that you need those people to play devil’s advocate and force you to see things from different perspectives. All of those comments have not only truly helped me refine the DOCPACE product but also fired me up to show them DOCPACE can be successful. The devil’s flames fuel me.”
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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Verhaal talks beer and authenticity  [#permalink]

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New post 12 Mar 2019, 15:02
FROM Tulane Freeman Admissions Blog: Verhaal talks beer and authenticity
Cameron Verhaal, a professor in the Freeman School of Business, visited The Shop at the Contemporary Arts Center to discuss how brands and businesses can deliver authenticity.

The February 19th talk focused on the craft brewery scene and how notable players in the game have ensured that despite success and growth, they retain a “small brewery” image. This image, Verhaal explains, is key to audience’s trusting the product and feeling more personally connected with the company.

To push this message home Verhaal uses the story of Rogue Ales. Rogue, now one of the 50 largest craft breweries in the country, releases new beers year after year despite them often not selling well. The reason?

“They’re trying to project authenticity in the face of growth.”

Important to this discussion is the concept of your front stage matching your backstage. The front stage being what a brand tells the audience they are, and the backstage being who they really are. Just as people are told to be true to themselves, so too should companies.

When Rogue strategically pushes out a small business front but backs it up with riskier, limited production beer releases, this ensures that they are who they say they are. Even big name beer companies like Samuel Adams tries to retain a crafty image with their slogan, “Brewed Inefficiently Since 1984.”

This self-deprecating tagline is an entertaining deviance from the refined and elegant image many companies try to convey. Yet it also serves a direct purpose to foster comradery and a localized feeling. In an age of industrial standardization, when bottling plants fill thousands of products per day and affix perfectly angled labels, the idea of imperfection is comforting. When I read that line, I’m reminded of my own trials and errors. I’m transported to those countless summer nights grilling steaks until you get it down just right.

Verhaal’s talk also highlighted an essential component to displaying authenticity: show don’t tell.

“The point of what [Rogue] is trying to project when they do these things is they’re trying to tell you, ‘We care more about being innovative, being creative, pushing the boundary… more about doing these types of things than we do making money.”

This discussion brought to light an increasingly important dimension to today’s branding. Whether it is through social media interaction or a limited-release maple bacon flavor beer, companies that can demonstrate authenticity through all layers of their business will reap the rewards. But as bigger companies cling to a mom-and-pop image, it remains to be seen how the barriers to entry for new businesses will be affected.
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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New Orleans startup aims to minimize hospital wait times  [#permalink]

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New post 19 Mar 2019, 09:02
FROM Tulane Freeman Admissions Blog: New Orleans startup aims to minimize hospital wait times
Image
Shelby Sanderford (MBA ’17) is the founder of DOCPACE, a new startup that hopes to help hospitals improve the experience of patients.
Every year, hospitals around the country lose out on millions of dollars in Medicare reimbursements due to low patient satisfaction scores. DOCPACE, a New Orleans startup founded by native Shelby Sanderford, might just be the solution.

“Our goal is to communicate office wait time to patients via text messaging and waiting room monitors to help eliminate wait time for patients,” Sanderford said. “Very similar to what airlines do for flight status, we’re doing for appointment status.”

Through enhanced transparency, Sanderford believes hospitals can create more positive visits for their patients. She identified this problem while studying healthcare administration at Southern Methodist University in Dallas, Texas. One of her professors was the president of the city’s Presbyterian Hospital, and Sanderford had the opportunity to shadow her instructor and learn about each department and specialty.

“It was during that time that I started to hear this recurring theme of the struggle to reach the preset patient satisfaction scores, which is set by the government,” Sanderford says. “But they weren’t doing anything specific to target the base problem. So I started to think about ways that they could fix this and turn things around.”

Sanderford moved back to New Orleans after graduation and began working on the project. She spent a year interviewing doctors and figuring out the legal requirements to better understand what it would take.

Sanderford soon realized she needed a business foundation, so she enrolled in the Freeman School’s MBA program. Despite a full course load, Sanderford kept working on DOCPACE and continued with it full-time upon earning her degree in May 2017.

Today, she is excited for DOCPACE’s soft opening in just a few weeks.

“We are about one month away from being up in our first doctor’s office,” Sanderford says. “That will be our first beta site, and we are in discussion with several other locations for beta testing as well.”

While the future looks bright for the startup, Sanderford admits there were moments of adversity along the way. One issue centered around patient’s location service rights.

“That was the first hiccup moment,” she says. “We built this thing, but just to get user adoption was going to be a challenge. We sat back and thought about what was the main value we had to offer and how could we just deliver that to the patient and make it easier.”

Sanderford and her team ended up simplifying the product on the user-end and eliminating the need for location rights by incorporating text messaging.

Another hurdle involved navigating compliance with HIPPA, the Health Insurance Portability and Accountability Act of 1996.

“The regulations are defined that you can’t breach information, but they are less so defined on how a tech startup is responsible for doing that,” she explains. “On the one hand you’re trying to protect people’s information as much as possible, but then you’re also trying to run a lean startup that probably can’t afford to have a full-time security officer on staff.”

Through her New Orleans healthcare connections, she eventually found a firm in Washington D.C that helps tech startups move into the market in a HIPPA compliant way.

“If everything was easy, there would be other people doing it,” she says. “There’s a reason for all these challenges.”

For aspiring founders and entrepreneurs just getting started, Sanderford says perseverance and the ability to take criticism are the two most-essential qualities.

“A lot of times what makes an entrepreneur successful is that they believe so strongly in their idea they won’t let anyone stop them,” Sanderford says. “I truly think that’s an important characteristic to have as an entrepreneur because it’s what makes you persist till you see success. With that said, when advice comes my way, I always try it on because you really don’t know what’s going to work until you try it.”

Even when people kept telling her what was wrong with her idea, Sanderford found inspiration in their words.

“I think it’s important to realize that you need those people to play devil’s advocate and force you to see things from different perspectives,” she says. “All of those comments have not only truly helped me refine the DOCPACE product but also fired me up to show them DOCPACE can be successful. The devil’s flames fuel me.”
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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Posts: 15
The struggle for authenticity  [#permalink]

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New post 19 Mar 2019, 09:02
FROM Tulane Freeman Admissions Blog: The struggle for authenticity
Image
Assistant Professor of Management Cameron Verhaal discussed the unique challenges craft breweries face as they grow in a special presentation hosted by the Lepage Center on Feb. 19.
Cameron Verhaal, assistant professor of management at the Freeman School, recently visited The Shop at the Contemporary Arts Center to discuss how brands and businesses can deliver authenticity.

The Feb. 19 talk focused on the craft brewery scene and how notable players in the game have ensured they retain a “small brewery” image despite success and growth. This image, Verhaal explains, is key to the audience’s trusting the product and feeling more personally connected with the company.

To push this message home, Verhaal used the story of Rogue Ales. Rogue, now one of the 50 largest craft breweries in the country, continues to release new beers year after year despite many of them not selling well. The reason?

“They’re trying to project authenticity in the face of growth,” Verhaal said.

An important element of projecting authenticity, Verhaal said, is ensuring that a brand’s “front stage” matches its backstage. The front stage is what a brand tells its customers it is; the backstage is what the brand truly is. Just as people are told to be true to themselves, Verhaal said companies should do the same.

When Rogue strategically tells consumers it’s a craft business and backs it up with riskier, limited-production beer releases, this ensures that they are who they say they are. Even mass-production brewers like Samuel Adams tries to retain a crafty image with their slogan “Brewed Inefficiently Since 1984.”

This self-deprecating tagline is an entertaining deviance from the refined and elegant image many companies try to convey, but it also serves a direct purpose to foster camaraderie and a localized feeling. In an age of industrial standardization, when mass-production breweries fill thousands of bottles per day and affix perfectly angled labels, the idea of imperfection is comforting. When consumers see that slogan, they’re reminded of their own trials and errors. They’re transported to those countless summer nights grilling steaks and trying to get them just right.

Verhaal’s talk also highlighted another essential component of authenticity: show don’t tell.

“The point of what [Rogue] is trying to project when they do these things is they’re trying to tell you, ‘We care more about being innovative, being creative, pushing the boundary… more about doing these types of things than we do making money,’” Verhaal said.

Verhaal’s talk brought to light an increasingly important dimension to today’s branding. Whether through social media interaction or the release of limited edition maple bacon flavored beer, companies that can demonstrate authenticity through all layers of their business will reap the rewards. As bigger companies cling to mom-and-pop images, however, it remains to be seen how the barriers to entry for new businesses will be affected.
ForumBlogs - GMAT Club’s latest feature blends timely Blog entries with forum discussions. Now GMAT Club Forums incorporate all relevant information from Student, Admissions blogs, Twitter, and other sources in one place. You no longer have to check and follow dozens of blogs, just subscribe to the relevant topics and forums on GMAT club or follow the posters and you will get email notifications when something new is posted. Add your blog to the list! and be featured to over 300,000 unique monthly visitors
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The struggle for authenticity   [#permalink] 19 Mar 2019, 09:02

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