Field guide 11
Whose Brand Is It
Why ESOs are right to guard their brand, network and curriculum
Every ecosystem that builds ventures
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8 pages
What it argues
You built the brand, the network, the curriculum and the reputation. They are the only assets you own outright. Guarding them is correct, and it is also the reason the infrastructure underneath has not changed in a decade.
What you take away
Sit underneath the brand, by default and throughout
Leave relationship ownership unambiguous
Express the program rather than impose one
Guarantee exit with everything intact
Strengthen attribution rather than compete for it
Protect the network from internal loss as well as external
Make the curriculum provable
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