Blog Posts

Creating Value in Companies Through Communications

By: Andy Abramson

CEO, Comunicano

Too often, the importance and value of external communications – be it public relations, social media, or event participation – is underestimated by technology-led companies.

While founders often seek attention from the media or relish the opportunity to speak to their audiences, too many companies fail to recognize how vital a well-structured communications program can be to drive and deliver their value proposition, along with its potential to positively impact  the company’s valuation. That’s why a Value Creation Communications approach is necessary from a company’s beginning to exit.

Simply put, Value Creation Communications is about engaging with three distinct audiences:

  1. Customers
  2. Ecosystem partners
  3. Investors/Acquirers

These three audiences directly impact a business’s value and, in reality, the founders’ ability to command a higher valuation when acquired. In order to attract these three audiences, the concept of Value Creation Communications (VCC) can be utilized.

For VCC to be successful, the company’s story must be clearly understood. Without a story, a business is just another face in the crowd, but your goal is to be the face the crowd is looking at. That’s why it is essential to tell a story that meets the requirements of the 4 C’s, so that  your story is memorable enough to be retold by others the way that you tell it yourself.

The 4 C’s:

  • Clear
  • Credible
  • Compelling

… and…


When a story is contagious and begins being retold by others, the business builds its legend. The more your story is told by others, the more prodigious your legend becomes. And with that, the creation of greater awareness of your story.

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Enabling Today’s Era of Prosperous PropTech in the Commercial Real Estate Sector

By: Shreyans Parekh

Director, Corporate Development and Ventures at Fortune 200 Commercial Real Estate Firm

Commercial real estate (CRE) property technology has transformed dramatically over the past decade, especially pushed forward by the COVID-19 pandemic. While this period has proven challenging for the CRE sector, it has also accelerated a number of key PropTech trends that were already beginning to gain traction in the industry. The ability to provide comprehensive platform solutions to commercial real estate owners and operators is at the core of PropTech innovation today.

As a Director of Corporate Development and Ventures at a Fortune 200 CRE firm, I see firsthand that today’s real estate leaders face complex challenges that require the right technologies to solve them. Here are five major CRE PropTech trends that the commercial real estate industry is experiencing in 2022:

  1. Intelligent facilities management: integrated technology and services deliver a powerful, automated way of managing space today. The era of hybrid work is here, and companies are under pressure to determine how much physical space they need, how to use real estate to attract employees, and how to build healthier, happier and more productive workplaces.
  2. Modern space management: The hybrid workplace is here to stay, and companies with large, underutilized real estate portfolios are making tough decisions about what to keep, what to shed and how to maximize the potential of every square foot — all while rising to employees’ wants and needs. Strategic planning and space efficiency insights are critical to enhanced space utilization and CRE leaders are re-imagining the commercial office leasing process to an online-first experience for smaller square footage buildings and co-working spaces.
  3. Smart buildings: occupancy sensors, IoT, air quality, and smart building technologies are permeating the CRE landscape today. AI and machine learning enable IoT sensors and devices to gain insights on how to better manage buildings for both the occupiers and operators. Companies focused on corporate social responsibility and green initiatives.
  4. Innovative building operations: transforming the way that buildings are managed with tech solutions increases property efficiency and boosts tenant satisfaction. Enhancing the tenant experience through mobile apps provides occupants with building access, accessibility to critical services, and the ability to control their environments.
  5. Powerful data and insights: cohesive data strategy and systems are now delivering robust insights into the global real estate portfolio. Leveraging insights from public and private data can enable profitable investing by offering valuation tools for commercial buildings and other assets.

According to CREtech, $32 billion was invested in real estate tech companies in 2021, a 28% increase in funding since 2020. Corporate venture funds are also now becoming spun out of commercial real estate firms, as these firms are looking to take a comprehensive and prudent approach to their PropTech investments.

PropTech will continue to improve access to insights for all of these critical use cases as more property managers gain a better understanding of their building operations throughout 2022 and beyond. Transformational technology, data, and analytics will continue to evolve to meet organization’s needs. Cutting-edge real estate technology will help operators and property managers to capture, analyze, and leverage data for more productive, happier, and sustainable workplaces.

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joyful woman business investors wanted

How to overcome a complicated name: 6 Steps to Ensure “Flawless Recall”

By: Liz Goodgold

Redfire Branding

New research confirms what most of us thought: a complex name hurts your chances of getting a job. And, here’s the double whammy: a difficult to pronounce name coupled with being a minority can lower your chances of getting a callback for a job by a whopping 50%!

With the world (thank goodness!) embracing names beyond Jim, Jane, and John, now is the time to translate your unfamiliar name to the familiar. Show and share how easy your name is with these techniques:

Add a visual guide to your name. Actress Saoirse Ronan routinely adds to articles that her name is pronounced “Sur-sha.” Or Emily Weinstein notes her moniker this way: WINE-Steen so that you don’t say “WINE-STINE.  Remember: don’t use diacritical marks (the complicated linguistic guides such as ē, in the word ease.)

  1. Break Down the Name – Dividing your name into easy to digest bites also works. The Russian name Artemii can be turned into Art-Team-Me.
  2. Play with Rhyme Time – A dear friend always said his name this way: “Mizhir rhymes with leisure.” Or Iwaniak: rhymes with Pontiac. Another woman writes her name, Frezhenay, this way: rhymes with chardonnay. A woman after my heart…and wine glass!
  3. Teach them how to pronounce it on LinkedIn. The social media platform has an easy guide on how to record your own name. Voila!
  4. Add a Metaphor/Simile – I met a man with the last name Brieuliette. He slyly explains: “have you tried the brie yet?” Or a man from Persia explains his name a Eyetern as in “I torn my jeans.” Of course, my girlfriend Alise always makes me laugh by stating “Alise,” as in you “sign a lease”!
  5. Make it Analogous – Unfortunately, I used to get introduced on stage as Liz GoldGood. I solved that problem by explaining that I am a speaker who is as good as gold, Liz Goodgold. Problem solved.

What works for you? I’m all ears.

Liz Goodgold is a branding and communications expert who has worked with over 14,000 employees and entrepreneurs to brand better and speak “gooder.” A former brand manager at Quaker Oats, she creates winning strategies that earn sizzling results.

Quick with a quip, Liz dishes the dirt on celebrity branding on 2 television shows, was a finalist judge for Simon Cowell, and is a frequent guest on TV. Liz is in an exclusive relationship with coffee. You can reach her at

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