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5. Protect the program as a trade secret or by copyright and trademark. It’s astonishing most printers don’t know the essentials of intellectual-property protection, or even how to label communications and process copyright, trademark and patent applications.
6. Roll out the program among additional noncompeting travel firms. A success in one place must be cloned to others. This is where print brokers and distributors have a leg up. We’re everywhere, and should share—for a fee and royalty, of course—our tried-and-tested big ideas. Knocking back part of the proceeds to the original travel partner may be appropriate, in exchange for an ongoing testimonial. Nothing’s free.
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