About Adam Bornstein
Adam Bornstein is the founder of Pen Name Consulting, a marketing and branding agency; a New York Times best-selling author; and the creator of the two12 event.
More From Adam Bornstein
Team-Building
What Work Should You Outsource?
Small businesses don't need a big team to make a big impact. Here's how to be strategic about what work gets outsourced.
Social Media
How Much Should You Spend on Social Media Marketing?
It's a valuable tool, but don't forget about these other (sometimes free!) ways to reach your clients.
Hiring Employees
How to Make Smart Hires on a Tight Budget
Growing a team is an important (and intimidating) step for a startup. And when money is tight, the pressure is on to get every hire right.
Management
Small Team? No Problem. Here's How to Multitask With Efficiency.
Asking staff to take on multiple responsibilities doesn't have to mean chaos. Here's how to keep the office calm, happy, and productive.
Success Strategies
How To Launch a Business While Minimizing Risk
There are no guarantees in business, but take these steps to set yourself up for success.
What's Your Problem?
The Difference Between Being a Boss and Being a Friend
Find the line that works for your company -- and don't cross it.
Employees
When Is It Time to Fire an Employee?
Use these three tests to decide if it's time to terminate a staffer.
Growth Strategies
With Net Promoter Surveys, Grow Your Company Without Spending Big on Marketing
They can help you learn valuable insights from existing customers -- and increase sales.
Contracts
Why You Need to Use NDAs to Protect Your Business
Don't think of them as aggressive -- instead, think of nondisclosure agreements as a fast-track toward trust.
SEO
The Questions You Should Be Asking When Looking at Your SEO and Social Media Strategy
To build -- and keep -- an audience, digital marketing is a must. But investing too heavily in a single platform can cost you money, customers and plenty of opportunity.
Business Model
Can the 'Freemium' Model Work For You? Here's How to Know.
Offering 'freemium' products can be a smart way to acquire customers and build a lucrative business, but it's not the right move for every company.
Marketing
Ask These 3 Questions to Determine Where to Spend Your Marketing Dollars
Stretching your marketing dollars is imperative, especially when there aren't that many marketing dollars to stretch.
Project Grow
Figuring Out What Can Sink Your Business -- and How You Can Save It
Here's how to spot hidden weaknesses within your operation and steel yourself for unexpected battles.
Books
Should Entrepreneurs Write a Book to Become More Influential?
Founders often think they need to write a book to propel their personal brand -- but does it really make sense?