| In this article we'll look at some more examples of | | | | a product. His clockwork radio was unanimously |
| entrepreneurship in its many forms, and continue to | | | | ignored until it appeared on Tomorrow's World. |
| analyze what methods and insights can be applied to | | | | Akio Morita, the founder of the Sony electronics |
| your business to help you achieve your own business | | | | company, is noted for his go-it-alone method in |
| goals. | | | | branding, and his attention to maintaining a benchmark |
| David Ogilvy made his way in the world with his highly | | | | of high quality in his company's vast range of products. |
| successful ad agency Ogilvy & Mather, and is an | | | | He achieved the second of these goals by breaking |
| advocate of ethical business strategy and its | | | | with traditional Japanese sub-production methods to |
| desirability over propagandist marketing. In early life he | | | | monitor and homogenize product quality. By escaping |
| was commissioned to write a handbook for other | | | | from the confines of the traditional technology market, |
| salesmen while selling Aga stoves in England. He once | | | | Morita managed to shake off his rivals and produce an |
| said 'the consumer isn't a moron; she is your wife', | | | | expansive and lucrative model, emerging in the US as |
| showing his belief that treatment of the customer as | | | | the first Japanese company to be listed in the US |
| an individual and a coeval, even someone with whom | | | | Stock Exchange. |
| you have a close relationship, is the key to success in | | | | Daniel Ek, founder of music streaming business Spotify, |
| marketing. | | | | has created a highly-successful and legal |
| Ben Cohen and Jerry Greenfeld, better known as Ben | | | | subscription-based music streaming service through a |
| and Jerry, as the story goes, took a five dollar class in | | | | paradigm shift set to render the iTunes monopoly |
| making ice cream, and after a huge amount of highly | | | | obsolete. Challenging the pay-per-download format of |
| original marketing campaigning received the US Small | | | | other providers and re-thinking the way users can |
| Business of the Year award in 1988. Their business | | | | access music online, Spotify creates its capital from 30 |
| model came from and was mutually nurtured by their | | | | second advertisements interspersed in the streaming |
| belief in community involvement and their | | | | channel, and advert-less subscription. Ek has created a |
| happy-go-lucky, rather quirky image. With their Cow | | | | workable model which has managed to shorten the |
| Mobile they drove across America handing out free | | | | gap between legal-to-pirate music download ratios. |
| scoops, of their humorously-titled flavours, and so | | | | The complete overhaul of the mp3 format is not an |
| made their name and solidified the kindly, fun-loving | | | | original idea, but the huge popularity of Spotify shows |
| brand as an international favourite. 'When you are led | | | | that he has properly understood the desire for a more |
| by values, it doesn't cost your business – it helps | | | | suitable medium, and has promptly catered to it. |
| your business," said Greenfeld, illustrating the duo's core | | | | There are instances, hopefully, in most of these |
| idealism. | | | | examples to show where originality, innovation and a |
| Trevor Baylis is an English inventor and entrepreneur | | | | little courage has seen otherwise unremarkable people |
| whose ability to identify market gaps and shrewd | | | | defying the status quo and creatively solving the |
| business sense guaranteed him success in both his | | | | problems that arose to meet them. Perhaps that's |
| own businesses and in his dedication to design. He is | | | | what being an entrepreneur is all about; meeting difficult |
| best known for his clockwork radio, which proved a | | | | problems with a good attitude. One thing is for sure |
| great success in Africa to promote communication | | | | – entrepreneurs don't give up, a phrase that will |
| and to bring Aids education to remote villages. Many of | | | | hopefully give hope to the problems facing your |
| his inventions and innovations deal with disability and | | | | business choices. Vertex offer a range of services |
| the underprivileged, showing his ability to assess and | | | | which could have helped such entrepreneurs with |
| act on market requirements, as opposed to the | | | | things such as business consulting and business |
| business model of creating a non-existent demand for | | | | process outsourcing. |