If you want your resume to actually be a marketing document for you, and get a recruiter’s or a hiring manager’s attention, you must pack that resume with the keywords that are relevant to the career area you want. At the same time that Japanese automobile imports had Detroit’s Big Three on the ropes, Chrysler registered a totally unexpected success. Its traditional passenger cars were losing market share even faster than GM’s and Ford’s were. But sales of its Jeep and its new minivans—an almost accidental development—skyrocketed. At the time, GM was the leader of the U.S. light-truck market and unchallenged in the design and quality of its products, but it wasn’t paying any attention to its light-truck capacity. After all, minivans and light trucks had always been classified as commercial rather than passenger vehicles in traditional statistics, even though most of them are now being bought as passenger vehicles. However, had it paid attention to the success of its weaker competitor, Chrysler, GM might have realized much earlier that its assumptions about both its market and its core competencies were no longer valid. From the beginning, the minivan and light-truck market was not an income-class market and was little influenced by trade-in prices. And, paradoxically, light trucks were the one area in which GM, 15 years ago, had already moved quite far toward what we now call lean manufacturing. Benefits are not just for full-time employees anymore, especially in the gig economy. Check this list and a lot of tips for finding a part-time job that includes benefits like health insurance, 401k match and more. In nearly every function of a business, there are ways to lower costs. The challenge of remaining a cost leader is that if you don’t take an opportunity to lower your costs, a competitor will, and will overtake your position. Stever Robbins is an executive coach who helps people make key changes in their lives and careers. Co-founder or initial team member of nine startups over the past 25 years, Stever also brings his clients a strong background as a graduate of Harvard Business School and MIT. A tradename is often used to establish a brand separate from the legal name of a sole proprietorship, partnership, limited liability company, or corporation. For example, “BLD” is a tradename of The Business Leadership Development Corporation; “Achieve Plan B” and “Vitaprise” are tradenames of Nigel A.L. Brooks. Tradenames are common in franchise and licensee systems, where different legal entities are part of the same system, and thus share a common identity, such as Enterprise Rent-A-Truck, Holiday Inn, McDonald’s, and Subway. The tradename is owned by the franchisor or licensor, but can be used by the franchisees and licensees. However, whenever business is done in a name other than a legal name, it is fictitious and must be registered as a certified “doing business name” in whatever jurisdictions are required under state law. For example, if Nigel A.L. Brooks is doing business as “Vitaprise,” that name must be registered as fictitious in each jurisdiction where it is used.