Why It’s Crucial for Startups to Define Their Identity Early

Kellogg Insight offers advice for entrepreneurs on the importance of defining their startup's identity as early in their journey as possible. We hear from Rick Desai, an adjunct professor of innovation and entrepreneurship at Kellogg and founder of the brand identity firm Listen. Then we discuss with Ben Jones, a professor of strategy at Kellogg, his groundbreaking new research on the ages of successful entrepreneurs.