
Two of my favorite shows on television are Dragons Den and Shark Tank, which are basically the Canadian and American versions of the same program. In short, small business owners and entrepreneurs pitch their ideas to some venture capitalists, hoping to get some funding exchange for partial ownership of their companies. It’s a fascinating show, not only for the innovative products, but also the business knowledge that you can gain.
Over the weekend, I caught one episode where a college student was pitching his idea for an eco-friendly, awareness-raising t-shirt brand. He produced a series of slogans that are printed on the bamboo-based shirts and the idea is that these can raise consciousness about social and environmental issues. However, the business had more than a few problems.
For starters, there was no logo to be found anywhere on the shirt, so the branding wasn’t obvious enough to make the brand viral in any way. The shirts simply had text with a certain typeface. For a small company, that’s not enough branding. Second, there was nothing “special” about his shirts; he ordered the shirts in bulk from a supplier and screen-printed the slogans onto the front. Anyone can do this.
Some of the venture capitalists appreciated his enthusiasm and passion, but the business was nowhere near viable enough to warrant their all-important investment dollars. If you want to make it in this world, you need to make sure that your company is offering something special or unique that can separate you from the pack. Why would someone buy from you and not from the other guy?




