What's your theme song?
Kelly writes to let me know that every entrepreneur needs a theme song. I'll take it a lot further... every organization needs one, especially ones where marketing matters. So does every job seeker. Theme songs are the black holes of marketing--supercondensed memes under enormous pressure, putting a whole bunch of ideas and emotion into a tiny space. Right now, there's a lot of Sly and the Family Stone going on with the Squidteam. Do you have one?
While we're at it, you probably need a scent as well. Kurt Anderson reports that the New York Times now has a perfume critic... and then recommends Christopher Brosius, who has even figured out how to put to the scent of snow into a bottle.