Why Startups Need to Protect What Makes Them Different

In a recent LinkedIn post, Ligia Chacón Hernández discusses how founders can protect the value they create, using entrepreneur Robert Greenberg’s move from LA Gear to Skechers as a starting point. This article reports on Chacón Hernández’s post and its business lessons; it was not written by her.

“A comeback can build an empire. But what protects what you build?”

Chacón Hernández presents Greenberg’s career as an example of resilience and reinvention: after his experience with LA Gear, he created Skechers, which grew into a global footwear business. Her post then turns from the story of starting over to a question facing founders: how can a company preserve what distinguishes it as it grows?

Build a distinct identity early

According to Chacón Hernández, a company’s name, logo and broader brand identity should be treated as business assets, not simply as marketing choices. She argues that understanding trademark protection early can help founders establish a stronger foundation for the business they are building.

The point is practical: as a startup gains visibility, its identity can become part of its value. Chacón Hernández’s post encourages entrepreneurs to consider how they will protect that identity while shaping it.

Clarify ownership before moving forward

Chacón Hernández also highlights the need to establish who owns the ideas, designs, technology and other intellectual property involved in a new venture. That question can become especially important when founders move between businesses or work with collaborators, she notes.

“Know what you bring into your next venture.”

The advice draws attention to a foundational issue for entrepreneurs: a new company may build on prior experience, but the rights to specific work or technology should be clear. Chacón Hernández presents ownership clarity as part of building deliberately, rather than as an administrative detail to leave unresolved.

Make innovation part of the advantage

In Chacón Hernández’s view, distinctive products, technology, designs, processes and know-how can help a business stand apart. She points to patents, copyrights, trade secrets and other forms of intellectual property protection as possible tools, depending on what a company creates.

Match protection to what the company creates

Her post does not suggest that every startup needs the same protections. Instead, it urges founders to identify the sources of their competitive advantage and consider which forms of protection may apply. That framing connects innovation with the practical work of preserving its value.

Chacón Hernández closes by emphasizing that building a business means more than bringing a product to market: founders are also creating something with lasting value. Her central argument is that resilience and reinvention can open a new chapter, while thoughtful intellectual property planning can help protect what makes that chapter distinct.