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Is your start-up customer-ready?
I have recently researched around 30 start-ups in the biotech space and was quite shocked with what I found. Only 3 of those companies I looked at had clearly communicated their purpose; why they were doing what they were doing; and only one really understood and demonstrated the power of branding in the business to business arena. Now, you might say, B2B doesn’t need to really understand branding as they are selling to either rational, bottom line driven clients, or in many
