Small-business owners were searching for information. American Express had the expertise, but first it had to listen to what its customers wanted to know.
It’s an alarming statistic, hinting at shattered dreams and financial ruin for hardworking moms and pops all over the U.S.: Nearly 60 percent of small businesses fail within four years.
American Express wanted to reduce that number, says Carrie Parker, director of American Express Open Forum, a content marketing website dedicated to small-business education.
What the company figured out was this: Small-business owners excel in the area of their expertise. If they build widgets, they know those darn widgets inside and out.
What they tend to lack, however, is the knowhow to run a business: finding real estate, setting up payroll, and hiring temporary support.
“They are desperate for content,” Parker says….
Source: www.ragan.com
Kenneth Carnesi holds a Juris Doctor degree from New York Law School and a Professional Certificate in International Banking from Harvard Law School. Kenneth Carnesi is the Director of Operations and Government Sales at Anaptyx LLC and sits on the Boards of The Lazarus Organization, Monkeetech LLC and MG Madison Phillips, Inc. Mr. Carnesi has also founded CICG - Carnesi International Consulting Group, a company specializing in strategy consulting to small to mid-size businesses.
Kenneth Carnesi 
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