Here's what I mean by that bizarre headline. Many serial entrepreneurs dramatically speak of the moment they realized their first business wasn't working. It's a tough call to know when to shut down a business venture and move on to the next opportunity after so much hard work and creative effort. I've heard this decision referred to as "killing your darlings", or "killing your baby". (A bit morbid if you think about it too deeply, but that's how the saying goes). But something that's just as bold, and I can assume difficult, is knowing when to deviate from your original vision and "re-brand your baby".