Stay Simple

Emmy winner and author Steve Lance built his business around speed: His firm, New York City-based PS Insights, offers clients, mostly small businesses, an espresso-like shot of marketing and branding.

The idea is to lead people to think entirely different about marketing services and products — and to do it within a few days. Says Lance: “Someone once referred to us as consultants who actually work, then go away.”

The crux of Lance's philosophy is marketing is simple. Entrepreneurs get into trouble when they try to do much, or over-think it. “Anything could be branded,” Lance says. “You just have to believe in what you are doing and have the research and insight to do it right. Given the right amount if insight, research and budget, I can brand Swingline staples.”