How to go public

Your startup's business is booming -- but do you have what Wall Street is looking for? Steve Goldman, IPO guru and CEO of Isilon Systems, has five tips to get you ready for a market debut.

Get your story straight
Get your story straight
To sharpen its public message, Isilon turned to Jerry Weisman, a former television producer who teaches executives to talk persuasively to Wall Street. (Weisman's client list has included top brass at Cisco, Intel, and Microsoft.) Goldman spent three days with Weisman, learning how to tell a story that resonated with investors -- one with a happy ending that goes "ka-ching."

"In business, people are taught to spew a lot of facts and figures," Goldman says. "Coaching helped us to elevate our message and tell it in a way where the big opportunity was easy to understand."

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Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.