Succeeding with an Open Source License

FACTS: Matt adopted B2 and forked WordPress, Mark adopted Linux and forked Ubuntu.

EPIPHANY: The mainstream success of any open source software is directly proportionate to the passion of the people who adopt it.

MORE THOUGHTS: Building a decent product on GPL and distinguishing it from the competition is not enough. You still need people with heart to endorse it; people who are passionate and believe in its utility. Corporate backing, funding, partnerships and marketing definitely aid spreading a platform far and wide but a face that stands for everything in the product is priceless, a face that wouldn’t fail the community for minting money. WordPress and Ubuntu are my favorite examples.

Open source is not just a fad anymore and it’s more than just a cost benefit. In fact, we are embracing open source software more and more based on the merits of the software than its cost benefits. So when I see an open source project fail I wonder if people working on them had enough conviction.

Staying Behind Closed Doors

This post is in response to the one I read on Computer World. You might want to take a look at it, ’cause the idea to write this originated on reading this.

The only reason why Google is pushing for open source standards and formats alone is because its business model is completely different from that of Adobe, Apple or Microsoft. Google’s main source of revenue is CONTEXTUAL ADVERTISING. So, it makes sense for them to invest in open source technologies and spreading their adoption among content developers/ distributors. And if this happens which kind of seems likely, Google, with its bunch of amazing computer scientists and proprietary search algorithms, will be the most powerful company in the IT space. Proprietary and patent protected formats and publishing standards are the only that can rain on its parade. Though proprietary media streaming formats and web application frameworks like that of Quicktime from Apple, Flash from Adobe and Silverlight from Microsoft are not as easily adopted as the open source frameworks, their value is deeply rooted in their paid license (though lately, Google has managed to push these otherwise closed companies to create more open standards compliant frameworks) as they fend off other companies, from monetizing their content. Google happens to be one of those companies that thrives off your content, though not intentionally and with a fair disclosure, but it just happens to be. Google roots for open source because it enables easy access to your content for building more intelligent advertising solutions which means more money for the company.

We can love Google for all its openness, and free tools viz., Blogger, Groups, Sites and a score of others but we shouldn’t despise Microsoft, or Apple for their closed systems. The only reason why Google is lobbying for an Open Web because they are more aptly positioned to reap the direct benefits of an open web while these other companies are not. Now, holding Google on a pedestal and scoffing at Microsoft doesn’t seem all that right to me. Microsoft has created incredible value for many of us, for years. With its suite of products/services it enabled us to be in charge of our creations, albeit for a fee. These companies never wanted access to our data. They provided the tools, the OS, the productivity suite, and got out of the way. None of the online publishing tools that are available for free (the most popular ones being from Google, others being ZoHo, Evernote, and so many others), are as powerful as Microsoft’s or Adobe’s Desktop applications.

We probably don’t realize this now but Google’s gimmicks at open sourcing its technologies have a much greater potential of disrupting the worldwide IT business. Imagine a decade later when all content is created using open source formats and there is no one accountable for security, or performance of content. Yes, there will be support communities and companies providing managed services for your content but their liability would be limited to their service. They would never be accountable for a bug in an open source software. You won’t be able to reclaim your losses for failed protection OR file a lawsuit against.

Google probably realized it early that knowledge is power. And invested heavily and patiently (Google waited 5 years to let YouTube pick up before monetizing it with ads) in building services for free that would attract creation of content to which it can freely access. Clearly, the Contextual Advertising based revenue model requires Google to have access to as much content as possible. Though it sounds a little evil and conniving, Google has been open about it all the time. In a recent interview Eric Schmidt, CEO of Google Inc., very frankly admitted that information is power. I thought a little about it and realized that Google not only has most liberal access to the world’s information but also the tools and talent to create knowledge out of it. And it is this knowledge that will hurl Google decades ahead of every other IT company. Underlying its aggressive diversification into areas as unrelated as Energy and Cable Networks I see Google’s infinite hunger for information it can turn to power.

For the same reason, it kind of makes me feel that Google is the only company working in the Information Technology space while others just, well, seem like Technology companies. So, should we be feared now with Google in charge of our email, discussions, and ideas? I am sure that our content is more secure with Google than with us, just like our money is more secure in a Bank than with us and we shouldn’t be paranoid. In fact, I have a few domains hosted with Google Apps myself. However lately I have begun to realize the importance of  being in control over the virtue of ease of use and managed services which are so well-integrated within Google’s products. I also appreciate intelligent advertisements from Adsense but sometimes feel like there’s got to be a plug that I can pull when I want. Now I can see why some organizations, choose Omniture over Google Analytics, WordPress over Blogger, Cisco over Google Wave OR Microsoft Exchange over Google Apps. It’s now clear to me that not all businesses are the same. And many if not all of them choose against Google to preserve control over the information that they create.

For all its openness Google will never open up its proprietary search algorithms for content publishers, however, it will always have access to our content because we adopted the open standards Google endorsed . So, those who think Google is more open than Microsoft, think again. No company can open up the secret to their core competency, and Google’s core competency lies in its search algorithms just like Microsoft’s lies in its source code for Windows or Office. I hope I am not the only one to see this but imagine what would happen if the open formats endorsed by Google (such as VP8 for online video encoding and streaming, please note that it is still a contention, Google hasn’t officially announced opening the format) are universally adopted. Of course, Google itself will become the fiercest competitor for all online business owners because it would be better positioned to make money from our content than ourselves. Google being the gates through which information will flow on the internet, there would be no competition left, may be Face Book which is another company pushing for open web as it is privy not only to information we create but our entire life streams.

The opening up of formats and relying on open source technologies is good so far as when our business is as open, i.e., the revenues are either based on sponsorships or affiliate commissions. For businesses who make money from actually selling their services/ products to customers who demand them, going open is not a suitable option. They are better off with by paying for a scalable but closed system of software and formats.

Considering the amount of power that resides with companies like Google and FaceBook, I have come to appreciate the importance of staying behind closed doors and acknowledge the value provided by closed systems. Maybe the web should not be so open after all.

Do we really care?

People please realize … you cannot save tigers by supporting the cause on Facebook… I am not against these “voice your opinion” and “support the cause” promotions but the world just doesn’t work this way. Someone’s got to go out in the woods and track down the hunters or plant more trees. For every forwarded email, or sharing links on FB post, only if we were planting a seed we would see a greener earth, a healthier and cooler environment and safeguarding the interests of the wild animals. An idea is nothing if implemented – To show we really care, we must act. If you want to save the tigers, plan an espionage into the woods on your own money to catch the poachers. Or clear the Indian Forest Services Exam and volunteer for an assignment into the jungles.

Navneet Sikera, an engineer from IIT Roorkee cleared the IAS Examination but opted for a position in the Indian Police Services. Why? Simple… he didn’t like that the criminals always had their way while the innocent citizens feared the police. Because no one else was doing anything about it, he took the onus on himself to clear the street of the crime. And he has done a fine job… just google him and see for yourself how much he has accomplished.

We are educated, knowledgeable, have access to technology and above all we care. To prove our commitment we have to give up our habit of preaching and do those things that ought to have been done a long time ago. We had 65000 tigers when we got our independence, a figure that has gone down to 1400, and I don’t see anything substantial coming out of a Cause invitation on the Facebook, unless someone rolls up his sleeves and enters the jungle.

So this is my contention – if you see a problem and you really want to do something about it don’t feel content that you did your bit by forwarding an email or joining a cause invitation.Take a leap, do something about it.

P.S – Please don’t send me any cause invitations.. To put it politely I am repulsed every time I look at them.

How’s it going Harsh? Have you abandoned your blog?

Nooo!

Yeah sorta  … but that’s not entirely true. I mean I change the blog theme every couple of weeks.

I know, I know … it’s not enough and I ought to write and stuff when I proclaim so unabashedly my commitment to the blog. Still though it is tough, it is tough to write consistently. I took up a lot of stuff to do in the last six months simultaneously. And that is only because I can’t be held back by one project. I get bored if I work in a loop and that too, very quickly. Consequently, my productivity goes down and the project suffers perennially. On the other hand, it is amazing that I still feel enthralled to find new things to learn. I think LEARNING might be the one thing that I would be consistently good at, all through my life. Studying different subjects and discovering their real world application just fills me up. I feel so proud after solving a problem I go to the extent of rewarding myself by feasting on my mum’s pudding (kheer).

The option to switch between different projects keeps me pepped up. This blog is one of those many ventures, but it is more – it is personal. Though my blog has suffered neglect from me, it has remained – like a friend I know I can call in the oddest of hour. And, this is a particularly odd hour.

Having spent hours on learning stuff and not being able to apply it to solve the problem leaves me extremely critical of myself and my methods. This is one of those hours. And I write this post deeply reflective of what I want to be OR should I say what I want to do. Yes, I think that is the right question to ask… what do I want to do with my life?

I could be nobody and still live through the years without regrets, but I could never live without doing something. To me, life is no more than a flicker of a match-stroke. Though a lighted match can light up a room, the flame gradually abates and dies out eventually leaving the room dark as before. Our lives are nothing but the evanescence of a lighted match and we fantastically overlook this ephemerality of our existence because we are too busy trying to be somebody.

A match has no utility, no meaning if it burns to the end. However, if it were to light a torch its existence would be infinitely useful to a world engulfed in darkness as other torches are lit from the original. I want my life to be the match that lighted a torch, started a movement, solved a problem, created a solution. That would give meaning to my life. And so I go on learning one thing from another in the hope that I will be able to fix something some day and that the flame of invention & innovation is kept alive.

9043 Unread Items and Random Thoughts

I got a whooping 9043 unread items in my RSS Feed Aggregator. Makes me wonder if I really read as voraciously as I claim to.

Update from previous post: Insane surfing is under check but I gotta confess ol’ habits die hard. I still spend most of my day ranting in the blogosphere and reading my favorite blogs.

Okay, I just re-read that … sounds like it’s still a long way from being under check. Alright I give up. I am such a nerd and a helpless one at that too. I am giving myself in for a treatment but before that I got to free the FeedDemon, my RSS reader. … Later blog!

My Last Insane Surfing Session

Past few days have been wretched to me. I can’t seem to get my head around to doing things that I want to do the most. I always end up too tired or surf the internet like crazy till my eyes pop out of their sockets and scream they can’t take it anymore. Let me say this that I don’t use too much of Facebook, Twitter or Orkut but read insightful blogs, bookmark (on Diigo) and try to learn something in my fields of interest/ study. As fruitful as it sounds, after a session of internet surfing I don’t feel all that enlightened. To the contrary I hate the feeling. Reason: After every surfing session I find myself at the same point I started from. Let me tell you what happened a few days back.

I was browsing the internet to find pointers/ guides to gain a deeper understanding of Economics and related commercial disciplines when I stumbled upon an excellent resource at the Wikiversity and started reading. However, out of curiosity to explore the other disciplines I clicked on the links in the sidebar and got lost for the next three hours. I can recall reading some chapters on Automobile enginneering, a chapter on Web designing before I started searching for PHP based forum applications. I don’t even want to draw the map now ’cause I remember none of what I read and it was only a few days back. When I was done, I realized that I did not finish my reading on the chapters in Economics that I so wanted to study. And then I felt a stinging spasm in my chest, I went “Aaaaaargggh” and”Umphhhh” in my mind racking all the nerves (it was past 2:00 in the morning, couldn’t utter a sound) and wanting to tear my hair. I felt horrible and it’s not the first time the feeling occurred to me. It occurred multiple times in a week and no matter how much I try controlling myself from wandering away I find myself astray before long.

My facebook friends would recall my status update for that day, that went like “Suffering from I.S.S”. I called it “Insane Surfing Syndrome” but I strongly feel it’s got more to do with A.D.D (attention deficit order). This blog post started in the midst of one of those Insane Surfing sessions. As I write this post it occurs to me that:

1. Reading an actual book over a blog post, a wikipedia page or a YouTube video is much more rewarding for my time spent in learning.
2. Internet serves best as a tool for research but poor for structured learning.

I do this all the time – I start on something and then I get lost. It’s like building a lead and not closing the sale. I end up sulky, dissatisfied and sometimes quit. I so want to finish things that I start. I know I am creative and a stickler for doing things perfectly but tonight I feel like I want to cross the finish line. The famous quote, “success is not the destination, it’s a journey” does not ring true anymore. What good is a journey if you do not reach anywhere? I’d rather complete my journey than travel forever. My only wish is to be able to do that in time.

This is the last night of Insane Surfing. When I wake up tomorrow, I have got a few laps to run and I swear to God I will complete each one of ‘em.

I wish Microsoft could innovate more!

Wow, this new text-editor (Q10) seems nifty and I am thrilled to have found it. Finally, I found something to write on without getting distracted. I just wish this kind of a functionality could be built in MS-Word. This is so handy. I wish people at Microsoft could be more involved with the environment. Microsoft is trying hard to listen to the users but that is the problem, when you are the biggest of all, you often prefer everything organized including customer feedback. However feedback from users is not the only thing they should care about. They should also care about what else their customers are using. Here is a piece of software (Q10) that people are downloading everyday, when they already have its big brother, MS-Word. Doesn’t Microsoft ever bother to find out what other similar softwares people are looking for when they are the leading provider in that software niche. Clearly, people are not looking for a new software as much as they are looking for a feature. When they don’t find that feature, they go on to try new softwares and then they realize that they don’t use that expensive software from Microsoft so much and it’s an ol’ piece of junk lying about in the garage. Frankly, people would be happy to live in the Stone Age if they would only be able to focus on what they wanted to do.

Now, how many times does a writer bother editing font, colour or using the extra formatting features bundled with a word editor? I recall reading on some MVP’s blog that Microsoft spent a lot of dollars in figuring out the needs of law firms and then built the ‘Styles’ feature in Word. This feature is so useful, that I can’t even think of using any other Word editor provided I am an organization in need of standardizing documents. Now, the Ribbon interface is cool, very intuitive but this piece of innovation does not make as great an impact as the ‘Styles’. How many times have you wanted to just throw open the editor and compose a blog post or an essay without thinking about its appearance (formatting). I know there is ‘Live Writer’ but think about it – when you paid for the most powerful Word editor in the whole world, would you really want to download and use a scaled down clone. Why can’t Microsoft just build the functionality of Live Writer in MS-Word and offer it as a free plug-in. This might even help Microsoft marginally increase the sales of MS-Word.

From the unprecedented success of App store, I have learned and now come to believe that people who use technology are not looking for a standalone, do-it-all, multi-functional software but something very objective, you know, something that just works and get things done. They might be kicked into excitement with all the cool features Microsoft built into Word 2010 but when they find out that they can barely use all of its features they won’t be so pleased.

I strongly feel that as users of technology our primary focus is always on getting things done (GTD) rather than being stoked over all the cool features of an application. Can’t Microsoft sense this? The dynamics of this industry have changed. I mean it’s everywhere – take twitter. There could not be a simpler communication tool. And the reason it became so big – it just works. If I have something to say (tweet) to anyone who cares to listen (followers), I have got to use twitter. And now there is probably a hundred companies built around twitter. When did Microsoft last make such a radical product? I have a lot of respect for the company that Mr. Gates has built over last two decades, but as the giant grew, it separated itself from the common masses. And the only approach that I think, can make Microsoft a favorite among us again is listening to what people WANT to use and then building it the way they CAN use it.

That’s all I got to say. What do you think?

P.S – this post was composed in Q10, a text-editor for writers. I did not run spell-checks and use other features to format this post to just see how productive I am when I am focused on writing rather than formatting.

Should Gay Marriages be Legalized

Image via Wikipedia

‘Gay marriages’ have long been a subject of political, social and religious debate. The proposition to legalize gay marriage has many proponents as well as opponents. Many social scientists have tried to support their views with empirical research and statistical analysis. However, the results and findings obtained from these social experiments are criticized for not being free from prejudice as different social scientists have published widely diverse results. In this short article I do not refer to any collected data, results of community-based experiments or even the opinion of different cultures to present my thoughts. I am only trying to look at this concept of a legitimate gay society and evaluate it from the viewpoint of a common man.

I believe in science as much as I trust in God, hence I strongly agree with Einstein’s famous quote “God does not play dice”. From all that I have read in different scientific journals and learned from TV shows about a person’s sexual orientation I have never been able to identify the exact reason why a guy would be sexually attracted to a guy or a girl to a girl. Somehow I am not convinced of the reasons given, like the sexual orientation is coded in the genes or that it is a mental disorder. Despite the elusiveness of the code that determines the homosexual nature in humans, I have long pondered over the after-effects of its social acceptance.

The effects of legalizing gay marriages, that I can think of are:
1. Reduced Reproduction
2. Raising up adopted children or children from previous straight relationships
3. Building a society free of sexual discrimination
4. Strenuous relationships
5. Nature’s take on this transition

Healthy reproduction is the most basic need for survival of any race and legalized gay marriage is not helping it. Nature has a definite order to maintain a balance and I cannot imagine what could be further away from the order of nature than to enter into sexual relationships that are futile at helping the species evolve and grow. The concept of single parent is very prevalent in the Western countries and many have been able to provide a normal upbringing to their children. However, the presence of another parent is almost always missed by such a child. If the care of one parent can provide a normal childhood then the love and care from the parent of an opposite sex should only benefit the individual more. Furthermore, different sexes have their own way with children; while a father is more apt at disciplining the child, the mother’s love helps the child grow emotionally. Despite the odds, I am not convinced of letting the couples of the same sex to raise children.

Legalizing marriages for homosexuals will definitely start a new era in recognizing the fundamental rights of choice and action. People will be greatly satisfied and would freely choose their partners and this would lead to a healthier society as well as economy due to equal benefits given to straight and gay couples alike. However, in hindsight this seems too idealistic as it has been found with evidence that many gays turned straight again (ex-gay clubs of California) and straight people turned gay. Is it because people get bored of their sexual orientation too? We have heard of people ending relationships (marriages) due to irreconcilable differences but a change in sexual orientation points to a serious flaw in our understanding of the sexual nature of humans. Legalizing gay marriages thus can lead to strenuous relationships which in turn can lead to increased number of psychological patients. Many homosexuals have also been identified to exhibit traits of bisexuals, which strikes out the idea of they being more faithful to their partners than straight couples.

I am not against homosexuals’ right to choose their way of life but I am not up for the damages to the society posed by legalizing homosexual marriages. I feel that our government should recognize that a person’s right to freedom should not infringe upon a nation’s right to a healthy society. The government should allocate more resources into researching the psyche of humans and finding out the cause for this divergence of sexual orientation.

Common Sense In Marketing (… contd.)

Alright, the pill’s working now… so Shalini and Shashank here’s my side.

Now we all know what’s the real objective of all the branding and marketing exercises. As Shalini puts it, to help people connect with the company. I agree.. branding is important and maybe I expressed my views a little too strongly by saying it’s an utter waste. What I really want to say is, too much of it is a waste but branding or marketing should not be the focus of any company that is trying to increase sales. Trying to win the market from an established brand is just too much effort and money if you resort to marketing and branding. I suggest innovation and invention and it is only this which can help you break into an already mature or captured market.

There are always gaps and some unsatisfied needs of customers, which with targeted market research and intelligent analysis you can identify and fill with your products. The tip I am giving here is to become the market leader not just increase profit. Now take Apple (my favorite brand), despite the big players of the mobile phone industry, viz. Nokia, Ericsson and Motorola occupying the largest market share, it’s Apple which keeps 30% of the total revenue generated by mobile phone sales. Can you beat that? I mean Nokia and others have been around for a decade but Apple makes the most and you are probably going to tell me it’s the Brand Image of Apple. Well, my question is what is the brand image then, is it the “White Apple”? Now, this is how I see it. While Nokia and Ericsson have been upping the bar by increasing the number of pixels and improving other similar mutimedia features and HTC being a pioneer in touchscreen phones, Apple focused on functionality.

My Analysis of the iPhone’s Success

Most people didn’t care too much about 8-10 MP cameras or high-end stylus operations. They just wanted to get things done, you know – make a few calls, use the internet to find something or check mails (not to forget social networking sites) without causing too much strain on the eye. This calls for a bigger screen and an enhanced GUI, well Apple answers with their iPhone. They were the first to feature Accelerometer and a touchscreen which should work the way as we want it to work. You don’t want to pull out your stylus all the time and you don’t want to select unwanted options while using the touchscreen which means the screen should understand the movement of the human fingers and should be comfortably big to move them too. Simple, isn’t it? Aren’t these the most fundamental requirements of an interactive mobile phone? Add to this the super efficient App Store so people looking for advanced functions can pay and download what they really need. No pressure! That’s what allows Apple to charge a premium for their products and makes them a successful brand – “innovation from customer perspective“. Everything else automatically falls into line. Now all your advertising and marketing campaigns are not just telling how cool you are or how long you have been a leader in the industry. They are telling “WHY” – why you should buy iPhone and how it can improve your relationship with technology. This is all that a Brand should really be meant for, to tell the customer what the company can do for you that others cannot. So I see brand image as nothing but the overall representation of how a company has upheld its commitment to provide innovative products (or services).

Conclusion

Shalini and Shashank, marketing is not redundant because it is through effective marketing only that you can communicate to your customers. In this dog-eat-dog world, marketing is an essential tool to stay ahead of the competition but here’s the line. It is not the primary function of a company which it has today become for so many but a support function. Marketing is the glitter on the package and though it may help sell the package initially what really matters is the usefulness of the package. So concentrating on the package is way more essential than wrapping it up in glossy paper.

Harsh

P.S – This started off as a reply to the comments of my friends, Shalini and Shashank, on the previous post Common Sense In Marketing but it turned out to be lengthy enough for a new post. Besides, a post has been long due.

Common Sense In Marketing

The idea for this post struck me when I saw the CNBC logo flashing and rotating with a narration in the background “CNBC is my religion“. Now, this logo flashing skid is the worst part of the whole marketing clip. The clip starts by flashing people who are successful and in their different ways are always thinking over subjects that could boost their success further. There is a deep voice narrating how they always come up with new ideas and make the right decision every time, it makes me believe that they really have some heightened form of sixth sense. Now, as the clip ends with the flashing logo, the message delivered is “CNBC is my religion“. Nooo… you’ve just showed people who are intelligent and successful biz owners … you’ve just explained in the last 40 seconds how they have been relying on their sixth sense for everything related to their business. Now just capitalize on that… say “CNBC – My sixth sense” or “CNBC – My Inner Voice” or a similar line which is in agreement with the clip’s idea. The cool tag line “CNBC is my religion” goes more with a target audience that is passionate about sport, movie or fashion, but your audience isn’t cricket fans or movie fans or die-hard fashion followers. They are intellectual, smart people who are always counting, always calculating. So give them that image … with a stupid tag line as “… my religion” you spoil that great idea you just planted in my brain. I had just started listening but now I don’t want to ’cause really  “CNBC is not my religion” but I would have happily bought “CNBC as my advisor“.

Corporations tend to spend a lot on brand building and marketing campaigns. Money that could have well be used for research and product development or improving customer service is wasted on learning new marketing tactics, devising marketing strategies that attract the public and can create a buzz. Ultimately the product does not sell to your expectations and the whole buzz just fizzes out because what really mattered to the customer was functionality. But still your marketing campaign director would point out that it was only due to the marketing efforts that you were able to break through so many customers. In reality though, if the product was designed for the audience and not the brand, despite a low buzz you’d have achieved significantly higher sales. Brand may pull me into a store and even make me buy the stuff but if I am not able to use it to my needs I might just avoid the brand. On the other side a product that I might buy for cheap and comes from a not so big brand but serves my purpose well, is durable it will automatically build a brand. What I am talking of is repeat sell, which should be the objective of every brand. You want to get new customers but not at the cost of losing you already have. People who have already bought services/ products from us are more likely to buy again than new ones. Apparently, customer acquisition is more expensive than customer retention and the latter is much more rewarding.

I realize what I am talking is archaic and completely out of sync with what the current marketing pundits have to say. But I think the whole marketing part is highly overrated, what one needs is “Common Sense In Marketing” which I am told often is not very common. I worked for Bionicturtle.com for a few months and thought of many ways that could attract more visitors on the site. Not that it was my role, but due to a small exposure to market research I have always been thinking like that. Now, David (founder of Bionicturtle.com) was very sensible with his approach and avoided the many pitfalls with marketing. He always said, you don’t want to do too much logo designing, marketing and branding to promote your product. What you can do is you can improvise with the resources already at hand to improve your customer’s experience and that will matter in the long run. I completely agree to his viewpoint and realize that filling in the gaps in your current solution is much more worthy of spending those dollars than trying to animate logos and focus on aesthetical elements of the site while all your customers really care is for the content (which is the functional element of the whole business). I later realized that there was no marketing technique using SEO, link building or fancy logos that got him customers but it was the word-of-mouth marketing. Slow and steady but rewarding nevertheless. I strongly believe your growth is much more even and consistent if you invest in your customers than in your marketing strategies and that’s what David did.

So, the point is that rather than going out to find the perfect brand image that sells your products or services you can build a brand around what you already have. By this I mean, the assets you already have, the goals you want to achieve and the kind of employees you already have. For example, if you are a research firm or a consultancy you have to bring out the idea of usefulness of your research, the many ways in which it can add value to the clients’ existing knowledge base. What you can also add to the brand is the expertise of your employees. Give them a page on your site, feature their achievements and how they have completed challenging project successfully. This way you wouldn’t have to fit your company into a new image and align your goals in line with it. Instead, the brand would be supporting your business ideas, objectives and products. Rather than customizing your company to fit into a brand image I think it makes more sense to integrate the brand  into the overall fabric of your company’s operations so it speaks and promotes what you do, how you do and how well you do it. With this approach in marketing, you will realize that your brand is immensely scalable to envelope the future products and sell them effectively to your target customers.