What would be your advice to the Proseks? Do you agree with Al Ries’s suggestion to “become known for one thing”?

James Prosek, 23, is not going into business for himself; he’s going into business as himself. At least that’s how his big sister Jennifer, 30, sees the plan. Jennifer is part owner of Jacobs & Prosek, a $1.5 million public relations firm based in Stamford, Connecticut. As an MBA candidate at Columbia University’s School of Business, Jennifer and her classmates developed a 67-page business plan to turn “James Prosek” into a profit-making concern.