Melissa Wildstein, founder of The Matchstick Group, a marketing strategy and communications agency was tapped for a recent article on Inc.com on what it takes to start a creative company.
Pick Your Customers
"Most successful start-ups will attest to this: Before a customer picks you, you have to pick your customers. Melissa Wildstein, the managing director of the advertising company The Matchstick Group says you have to figure out what you do better, faster, and cheaper than everyone else, then pick customers who will respond to that message. She adds that for a creative company especially, it's important to articulate your core competencies to clients clearly. Stay on message so that you don't get pulled into performing a service--just for the sake of landing a client--that's outside your area of expertise."