When we first started Bimotics, co-founder and I continuously refined our with the story and sought to find efficient ways to describe our business. We took the approach of talking to as many people as we can. Not just the target customer, but also potential investors and professionals. In all honesty, the task was amongst the most frustrating things we have had to do for Bimotics. To my defence, you try to explain what business intelligence is to a small business owner.
Last year, I was traveling back from visiting my parents. I stopped at the Barnes & Noble to buy a paperback for my flight. (I generally travel with one tablet reader and one paperback; so that I can continue to read during takeoff and landing.) Since I was in the prime of my frustration, I bought, Words That Work: It's Not What You Say, It's What People Hear by Frank I. Luntz. It turned out to be an amazing book that i couldn’t put down until arriving back in Miami.
Luntz tells us that a good tag line should be between three and four words. For business, it should conjure a positive emotion and be associated with what one could experience using your product. A good tag line could was also something that you could hear in everyday conversation.
I sat through the flight listing different possible tag lines for Bimotics. I tried lines that would be associated with being empowered or becoming stronger and smarter. I tried clever and witty lines about digging through and using your data. Then there was an announcement on our flight saying that we were a little delayed a bit and what number our baggage carousel was going to be when we landed. The boy across the aisle me put down his iPad, took off his headset then leaned over to his mom and said, “Good to know.” IT WAS PERFECT!
Good to know is a common expression used when you learned something that will be particularly helpful to you. It is used to communicate appreciation, pleasure or relief about knowing something you previously did not. That is exactly the mission of this startup. At Bimotics, our metrics, analytics and dashboards will point to revelations about a business’s operational health and financial performance. We want our customers to say “Good to Know!” when they use our software and learn something from their own analytics. Whether it is saving money, going after better markets or laying out a different operational strategy, our products can support these decisions.
Our tag line has been Good to know ever since.