Posts Tagged ‘kudos’

November 3rd, 2009 Kudos for Biznik

    Recently, I noticed that Biznik changed its tagline from “networking that doesn’t suck” to “going it alone together”.

    This is a huge step in the right direction. The first time I saw any reference to Biznik, before I even knew what it was, my first reaction to its public face was negative. Networking that doesn’t suck, as a tagline struck me as coming from someone bored and irritated and made me feel the same. Something that doesn’t suck might do something else equally unbad, but the confluence of two negatives does not produce a positive. It leaves it up to me to figure out what not sucking really means, and again that doesn’t motivate me to do so.

    It is so much more powerful to say simply what it is and their new tagline does that beautifully.

    I have been inspired and touched by the video clips that are part of Biznik’s SHINE project. In each clip an entrepreneur faces the camera and explains why he or she went into business. After watching these individuals talking about the struggles and rewards of being in busines for oneself, I imagine that the perfect tagline emerged from the nearly universal comment about how vulnerable one feels at taking that first step. Enter Biznik and the “alone, together” bit falls into place.