Can You Actually Explain It?

Every business exists in two worlds;

First is the internal. This is human resources, accounting, and sales. In this world the language is jargon, the time is ‘not enough’, and the calendar is quarterly. 

The second is external. This is packaging, presentation, and price. In this world the language is dictated by the customer, the timeline is theirs, and the winds change. 

In his experience filing over Six-Thousand trademarks on behalf of his clients, attorney Josh Gerben said, 

“Our clients that end up running the best businesses can articulate very clearly to someone not in their industry (i.e. me) what it is that they are doing. Folks that spill the jargon and can’t get away from that struggle and it becomes a problem at some point.” 

The best entrepreneurs speak both languages. 

Trademark attorneys like Gerben are tuned to the answer quality because there’s no legal defense without clear bounds. 

Entrepreneurs may not need a trademark attorney, but they do need to communicate like they’re talking to one.