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Entrepreneurship Essentials (E2): How Startups Miss Their Market

Join the Polsky Center and Jeff Berman in analyzing ways startups miss their market.

Behind the sobering stats of startup failure rates is the often unanswered question, “why?” Most startups fail not because they couldn’t build what they set out to build, but because they couldn’t find traction in their market. In this workshop, Jeff Berman will be analyzing 10 blind spots that destroy startups while he offers case study examples and reviews what an entrepreneur can do to avoid them.

Jeff Berman has created foundation brand strategies and campaigns for Carbonite, Tivoli Audio, Beacon Health Options, and more than 60 other startups. He has helped reposition the Boston Globe, Timberland PRO, and the American Library Association.

As far as we know, Jeff is the only agency head who studied astrophysics. After learning what astrophysicists actually do, he left the University of Chicago for a job at Leo Burnett. Jeff worked at Ogilvy & Mather (NY) and Mullen (Boston) before starting his own agency. He has been principal, strategy, and creative director of Berman Creative since 2002.

Questions? Contact Makaia Smith at makaia.smith@chicagobooth.edu.


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