Originally published on LMTOnline.com
The following is an excerpt from Sean and Thora Dowdell’s Brand Renegages: Our Fearless Path From Startup to Global Brand, out May 25 on Entrepreneur Press. Pre-order it now via Amazon | Barnes & Noble | IndieBound | Bookshop. Find out more about Sean and Thora at ClubTattoo.com.
Business owners who succeed in reframing their industries and elevating their brands doesn’t just refer to new businesses coming into a marketplace and doing well. For example, it’s not Kinko’s coming in to compete with Copymax in the high-speed color copying business. It’s not a new fast-food chain competing with three of the most successful disruptive chains: Subway, McDonald’s or KFC.