CHAPTER 12

THE FAME GAME

… In which we build the value of our name and see the benefit of doing things the way the true professionals do it.

THE NAME IS THE GAME

We are on a journey at the end of which hopefully we will be in possession of something that is of improved value. In the world of commerce, the thing that everyone wants to end up with is a valuable brand. For the self-employed, may I suggest that we aim for a similar goal, but in our case that thing of value, our brand, should be our name. I would suggest that this is preferably our own name; I have absolutely no idea why the self-employed choose a name for their enterprise that isn’t their own. What are you trying to hide? The thing that really winds me up is the ‘twee’ name. Seriously, ...

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