You may have heard the saying "Advertising is a tax paid for being unremarkable". It's usually credited to Robert Stephens, the founder of the computer and electronics repair company Geek Squad (now part of Best Buy).
Members of the "Squad" carry emergency repair kits to repair flats when a biker hits a pothole too hard or snags some errant street shrapnel.
Would the repaired morale of the squad be jeopardised by bringing in someone else?
Last July it emerged that Amazon was quietly working on its own answer to Best Buy's Geek Squad — offering repairs and installations of home WiFi, smart home devices, Alexa installations, and other hardware-related services.
"You'd be surprised how many people unknowingly damage their computers," said Derek Meister, a technician for the Geek Squad, Best Buy's repair and on-line support service.
Best Buy, which has its Geek Squad installation and repair service, is also looking to sell higher-profit premium models through its Magnolia subsidiary, which operates both as separate locations and as stores-within-stores.
Geek Squad, the computer repair company married to Best Buy, is looking for big thinkers.
Geekatoo will be competing with plenty of local computer repair shops, Best Buy's Geek Squad, and the aforementioned startups.
He attempted to build bridges with the board, repair the morale of a squad scarred by relegation and the methods of one manager after another.
Founded by Kevin Davis, Geekatoo's story actually begins nine years earlier with a visit to the local Best Buy Geek Squad, when a repair that was supposed to take one or two weeks resulted in a nearly lost laptop and a six-week separation.
Before picking up my fourth repair, I asked a Geek Squad representative at Best Buy whether I would qualify for the "no lemon" policy.
