difficulty in finding a suitable partner - one who supports your
personality and skills.
perspectives may result in disagreements and the partnership may become
hard to manage.
partner has a say in the way the business is run.
may have to sell their personal assets to meet debts.
There's nothing to
stop partners from taking your idea and going into business for
If you want to
sell, you must have the approval of the other partners or they must buy
you out themselves. It can be long process and painful.
dissolve if any partner doesn't live up to the partnership agreement
(illness, insolvency, death, incompetence etc. ). Insurance can cover
some of these eventualities and allow the business to keep running.
How Customers Think: Essential Insights
into the Mind of the Market - Building on research from
diverse as neurology, sociology, literary analysis, and cognitive
science, Zaltman offers rich insights into what happens within the
complex system of mind, brain, body, and society as consumers
contemplate their needs and evaluate products. Zaltman illustrates how
leading companies are "mining the unconscious" - with remarkable
results, and introduces innovative tools & techniques that help
* Develop research questions that speak to the unconscious brain.
* Evoke valuable meaning through a customer's metaphors and instill
those images in brand communications.
* Measure consumer reactions to marketing stimuli and alter advertising
or positioning strategies accordingly.
* Build "consensus maps" that reflect a market segment's universal
thinking-and reengineer them to boost customer satisfaction, loyalty,
* Understand how their own minds work-and how they can think in
creative new ways. The mind of the market is waiting to be explored.
Make sure your competitors don't get there first.
Tested Advertising Methods - A
legend in advertising for more than 60 years, John Caples still serves
as a guide to generations of creative marketing people. Now his classic
work on how to create successful advertising has been updated by
respected advertising consultant Fred Hahn. It retains all the clarity,
candid analysis, time-tested experience and invaluable award-winning
ideas from the original, while bringing it right up-to-the-minute on
the many new changes in the field.