This post is about one of my 45-second pitches at my BNI Chapter, BNI City Business. You can read the introduction to this collection here.

4 August 2023. Another bad logo in my Another Lens series. I have seen this quite a few times over the years, and I can’t really be certain it is a genuine logo. Regardless, I happily used it to make my point. I find in most cases, very few people in the room have seen my memes before, or at least don’t remember them. A great use of positive and negative space. Hard to think this business didn’t pick up on it, but given some of the blank looks this morning, maybe it isn’t as obvious as I found it.

The pitch was highlighting that the committee that signed this logo off – and I am sure it was done by committee – were so blinkered by being a part of the process that they only saw what they wanted to see. They were in an echo chamber, patting themselves on their collective backs for a job well done. This is a critique I could make about many of the bad logos in this series.

This message was something of an extension of last week’s pitch, around due diligence. This is a topic I revisit frequently because I so often deal with buyers after the fact that discover things about the business after the deal is done that would have been material to their decision to buy, or the price they were willing to pay. I still hear new owners say things like ‘I asked for that in due diligence, but the vendor refused to provide it.’ This type of response needs to be challenged.

Stepping back, taking another look, is a logic check I coach my clients to make. It needs to be a deliberate, even scheduled, act. Take another look, and see if the picture has changed.