Act 2

Its been two weeks since Connect360 opened on Broadway and the reviews have been very good.
Being the owner of a new company is a little like being a new parent. You get excited about the little things that happen for the first time. I’ll give you an example. A few days ago, our big, new copier arrived. Until then, copiers were nothing special to me. You turned them on. They made copies. End of story. But when the copier is yours and it’s something you’ve been waiting for, it becomes a big deal.

So, on the day our copier arrived, we all gathered around and just stared at it. “Wow, look how big it is.”

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“How does it work?” someone asked. It was a scene straight out of my favorite Broadway play, Fiddler on the Roof. In Act 2 of Fiddler, Motel the tailor’s new sewing machine arrives and the whole Russian town of Anatevka comes out to see it. “What is it?” someone asks. “It’s a sewing machine,” he tells them, “and it will let me make perfect stitches, faster than you can imagine”. All you have to do is change copier for sewing machine and copies for stitches — and we are at the Shubert Theater on West 44th Street watching Fiddler!

I titled this entry Act 2, however, for another reason. Some of you may know that Connect360 was incorporated under the name Act 2 Communications, Inc.. During the summer, when Annette, Julie, Chris, and I were trying to name the company, we didn’t want to slow down the legal process until we could agree on the final name. So, we decided to incorporate it under the name Act 2. Why? Because Connect360 represented Act 2 of our our time together. Now that there are 14 of us, I think it’s fair to say that Connect360 is indeed Act 2 for all of us.
This will probably be my last blog entry for a couple of weeks. I’m headed off to China on Wednesday. And though I don’t think we are quite ready to open an office in Shanghai, who knows.
See you in two weeks.

About The Author

Steven Edelman

Steve Edelman is a Partner and President of Connect360. He is a leading expert on the measurement, valuation, and financial reporting of Public Service Announcements by not-for-profit organizations.

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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