There is an easier way to think about what the CULTURE is in your organization...

There are three questions I would encourage every business leader to ask their customers if they truly want to know their perspectives on their company. None of these are technical questions. They are all questions your customers knows with complete accuracy and details. They are what I call my “KILLER QUESTIONS” because they are so critical helping a business DIFFERENTIATE themselves from their competitors.

And how you treat employees is how you act. It’s really hard for an employee to put on one face for the customer and then switch back to something else when just around employees. Sure, they might be able to do this occasionally, but not consistently. Ultimately, they default to treating the customer how they interact with each other.

I started off by saying that culture is easier than we make it. The reason this is the case is that we try to “dress up the pig” when talking about our culture. We know what “we would like” it to be, so we create lots of verbiage, slogans, and taglines in hopes others will believe it. THEY DON’T. What they believe is what they see, feel, and experience. This is their truth, not what we tell them.

Let’s approach this from a different perspective…we will end up at the same place. What is your “BRAND?” No, not your tagline, or logo, or cute saying you put on your trucks and on your business cards. I mean, what is your true brand? What is it PEOPLE SAY ABOUT YOU WHEN YOU AREN’T AROUND? This is your true brand! It’s actually what they tell others about you. Do you even know?

Check it out in your own organization. Walk around and ask a variety of people in your organization to tell you what your brand is from their perspective. Ask 50 people…you’ll probably have 50 different viewpoints of your brand. This, by the way, is what we call “brand confusion.” It is what happens when we don’t have a clear and concise brand that our employees know AND our customers understand. Customers need to understand your brand “intellectually” AND how it makes them “feel.” This is what makes up your actual and true brand. Without going into an entire discussion on brand, let me share with you how your culture and your brand are linked.

HINT: YOUR CULTURE IS YOUR BRAND.

Maybe you figured this out already. Maybe this is an entirely new way to think about culture. Either way, I would challenge you to define it (or both your brand and your culture, since they are essentially one in the same). What do you want it to be? What would the ideal brand be for your company…what you want your audience to say about you when you aren’t around? Do you want your employees to effectively communicate this to your audience through their actions? I know, that was another rhetorical question.

STOP getting hung up with making Culture more difficult...it doesn't have to be.

We start by asking ourselves, “What do we want to our customers to say about us to others (word-of-mouth).” This is an awesome place to start. Spend some time with this one. Get a facilitator to help you through this discussion. When I do this for companies, it can take us up to a day sometimes to ferret this out and really define what we want. How we want our customers to communicate this message clearly and concisely to others. We don’t want to leave it up to chance and “hope” they say the right things. We want to arm them with the right things.

WARNING: THIS IS NOT BUILDING MORE MARKETING SLOGANS. This isn’t about marketing…it is about how we interact and treat our customers. Our customers won’t ever be able to communicate all the technical stuff about our business, but they will (with 100% certainty) be able to talk about how we treated them and how we made them feel. This is a huge part of your brand!!

For example, if someone asked your customer why they work with you, what will they say? We can control this by the experience we give them. How would your business change if your customers said…

“They have great products and services that really help us do what we need to do. But above that, and even though theirs are a little more expensive than others, we really enjoy the way they treat us. They make us feel important and special and are truly invested in our success. We could get a cheaper price, but we really would miss all they help us with to make us successful. They really have our backs.”

Would your business improve? Would you potentially be more profitable? Would you have a higher CLV (Customer Lifetime Value)? Would you have higher loyalty and lower turnover (churn) of customers? Would your customers become your advocates? And, the Holy Grail of a customer, would they tell others about you and how they should work (buy) with you? Again, rhetorical questions…the answer to all of these is a resounding YES!!

If this happens, you have established an amazing and incredible brand in the market. One that is super supportive and one that a customer can easily share with others…consistently and concisely. They can do this because IT IS THEIR TRUTH, not yours. This becomes your BRAND. This also becomes your CULTURE.

Build the necessary experience and processes so your employees can easily deliver it to your customers. When you do this, it becomes WHO THEY ARE and WHAT YOU DO…it becomes YOUR CULTURE. When you think of CULTURE in this way, it becomes much easier for your employees to get their arms around and to know what to do. It becomes (as I like to call it) the DNA of your Organization. It is who you are and what you do. It is your identity.

Now, when I call up your customers and ask them to tell me about your culture, it is an easy question for them to answer because they fully understand your brand. It is about them, and they can tell me (and many others) who you are and why they should be buying from you instead of your competitors. Isn’t that the ultimate goal we all want to have as a business?

Change your thinking about Culture...

STOP listening to all the culture guru’s tell you how complex culture is to change. Granted, it takes some time and hard work like anything else you want to do in your business, but your employees will get it much quicker and implement it much faster. I know I’ll be getting some hate mail from all the “culture consultants,” bring it on. Stop making something more complex than it needs to be. You can kill two birds with one stone…your brand and your culture. And make it easier on your employees (and customers) to embrace and communicate to others. At the end of the day, isn’t that what we all want?

Take the challenge and blow up all the nonsense about Culture.

It will change your company forever. And both your employees and your customers will love it and embrace it. That’s a win-win. If you have any questions or just want to talk more about how this can actually happen, shoot me a message. I’m happy to share some more thoughts on this topic with you (complimentary of course) so you can get your arms around it. Then you can decide what’s best for you and your company. Give me a shout if you would like to hear more and see how you can change it in your own organization. Simple is always better than complex because that’s what employees and customers want.

While there can be many reasons causing this to happen, the primary reason is usually CHURN. Customers leave before they give the company the profitability (return on customer or CLV – Customer Lifetime Value) they want and possibly need from the customer. Sound familiar? It does to the majority of business leaders I talk to.

 All customers have a life cycle where you break even after serving them for a certain period of time. At this point, you have covered your acquisition costs, onboarding costs, servicing costs, and are now ready to make some money. Only to find out that they leave soon after all these costs are covered (or often before these costs are covered), and so their profitability is low or non-existent. Do you have any customers that fit this profile? My bet is you do.

The answer is simple…GIVE THEM A REASON TO STAY.

Okay, this might seem like a pretty lame answer but bear with me on HOW you can do this and make more money doing it. Interested? I thought so. The critical question you want to answer is, “What can we do to either completely eliminate this or significantly improve it?”

This is what I call the “Tipping Point” for each customer. The point where you tip them over to profitability for an extended period of time.

I haven’t met a business leader yet who doesn’t want more of this for their company. Let me share with you some ways you can drive more profitability for each of your customers…quickly and for the long-term. Some of these you can do and see almost immediate results. Others will take some consistent effort, but it will pay off big time with each passing month.

And please, please, please, don’t forget the MOST IMPORTANT BENEFIT of focusing on this strategy. When your customers are super happy and sticking around with you for an extended period of time, THEY TELL OTHERS ABOUT YOU!! This is gold. This is the big kahuna. This is the brass ring. It is what you want to strive for with every customer…GETTING YOUR CUSTOMERS DOING YOUR MARKETING FOR YOU! Everyone wants more of this. They just don’t know how to make it happen. That’s why I wrote the book, “STOP Marketing…Your Customers Are Dying To Do It For YOU…How to become “REMARK”able. More on that at the end. For now, let’s dive into some solutions for you.

What To Do Next...

Do a self-analysis on each of these three areas. Give yourself an honest grade on how well you think you do in each of these areas. The key is to be honest with yourself about it. If you suck, admit it and write down all the ways you think you suck. At least you have a starting point. The biggest thing I learned in consulting decades ago is that all consulting does is figure out the gap between where you are and where you want to be and eliminate it. Sounds easy…it isn’t. If you need help, get it. But whatever you do, be honest with where you are starting from. Identifying where you want to go is the easy part. But if you aren’t honest with where you are, you won’t fix the right issues.

If you want a recipe and playbook for how to do these things, buy my book and don’t just read it…execute it. It will give you a lot of guidance on how to make this happen. If you need more help, give me a shout and we can talk. But start with the book…it’s really a great guide. You can check it out below. In the meantime, hold a meeting with your leadership team and talk about these three areas. If your team is committed to improvement, you can identify many of the areas you need to change. It’s a great place to start!

WHAT?!? 

If I understood her correctly, she was saying that WORD-OF-MOUTH HAS BEEN REPLACED BY ADVERTISING. I was shocked. Granted, I have focused much of my career on helping companies GET MORE word-of-mouth because it is the MOST POWERFUL form of advertising anyone can get. Now, I’m hearing AT&T tell me that it has been “replaced” by advertising?

They got it wrong...really wrong

There are a host of statistics out there to prove they are wrong. For example, one statistic says that 92% of the people trust the recommendations they get from people they know…that’s word-of-mouth. Only 8% Trust a company’s advertising…that’s current advertising. You’re a business leader, which would you choose? Which would you want to stake the success of your business on? Which one do you believe would help you grow faster and scale your enterprise? We all know the answer…word-of-mouth.

Word-of-mouth has been and always will be the most powerful form of advertising any company can ever get…period. It will always be the first choice we will look for when buying anything. If someone we know (and Trust) is telling us this is an excellent product/service and company, it is our first (and usually) last stop…we usually buy from them.  It is the starting point for any purchasing decision. Why??? One word…

TRUST.

Word-of-mouth is a trusted source. Word-of-mouth tells us that someone we TRUST has had an experience with this product/service and the company, and it was good enough to tell others about. Or it was awful, and they want to warn you about doing business with them…either way, it’s word-of-mouth.

No one will ever tell you to buy something from someone unless there is some degree of TRUST...no one.

The only exception to this is when someone is telling you about a special bargain deal. They are telling you about a great price, not that they trust the company. They are giving you information about a “deal,” not the reputation of the company. This is the only exception.  They aren’t telling you they TRUST them. They are just telling you about a great deal. For example, someone tells me about paper towels being half-priced today at a particular store. It is word-of-mouth about the deal, not that they trust or recommend the store. This is “commodity word-of-mouth.” Powerful word-of-mouth, which is what we all want, is synonymous with TRUST.

What doesn’t make sense in the AT&T commercial is that they are saying TRUST (92%) has been replaced by a good advertisement (8%). Sorry, I don’t think so…it will never happen. An ad has not REPLACED word-of-mouth and most likely never will. Never happen.

What is happening is that we are trading off TRUST for DISTRIBUTION

What I believe AT&T is really saying is that what used to happen one-on-one or one-to-few has now been replaced by one-to-many. They are subtly telling me that their brand isn’t strong enough to spread far or fast enough via word-of-mouth, so they resort to mass distribution…a commercial. It tells me there aren’t enough ecstatic customers out there acting as Advocates and Marketing Agents to grow their business, so they need to replace this with massive distribution. Massive distribution is NOT the same as word-of-mouth. It is just what it says, massive communication of a message, not word-of-mouth, and certainly not earning TRUST.

I can tell you from years of experience and with absolute certainty that you will be far better off investing your money into building more TRUST and word-of-mouth than advertising. It has ALWAYS paid off for those that invest in it. Household company names like Nordstrom, Zappos, Southwest Airlines, Alaska Airlines, and many others have used this for years and built buckets full of TRUST. The result…they get massive amounts of word-of-mouth.

One final point on why you want to invest heavily in word-of-mouth…LEVERAGE

Word-of-mouth is highly leveraged. When you invest in it, it keeps paying you back over and over again and in larger and larger amounts. It grows over time, sometimes exponentially. It’s like you plant one seed, and it continues to grow and spread…all from the one seed. You don’t need to have millions of people to make this work for you, just people who are passionate and vocal about you. A small, passionate and committed group of Advocates will bring you more customers than any advertisement you can buy.

Contrast this with advertising. It isn’t leveraged…you have to keep feeding the beast. How do you think the large advertising agencies got so big and rich? Because you have to keep buying advertising over and over and over again and hope you reach your audience when they are ready to buy. It’s a drug. You have to keep using it repeatedly if you want to try and get the same effect. It never ends. It only ends when you change your strategy from advertising to building more word-of-mouth and TRUST. When you flip the equation, you start getting leverage from your investment.

Everything starts with strategy. Do you have an “acquisition strategy” or a “retention/loyalty strategy?” If you have an “acquisition strategy” where you focus on attracting and acquiring new customers, it usually falls on the marketing department. Leadership wants them to find and attract new customers. Right idea, but it’s how you decide to go about it. This is where things start to break down. From my experience, most marketing leaders are far more comfortable with acquisition through attraction (advertising primarily). They are not as comfortable (or knowledgeable) about “retention/loyalty strategies.” They are not equipped or empowered to create massive word-of-mouth from their existing or new audience.  So they default to what they know…acquisition.

Strategy starts with top leadership…it isn’t a marketing issue. If leadership focuses on acquisition, marketing is left to execute that strategy, the best way they can…and they do. However, when leadership decides they want a more leveraged and longer-term return on their investment, they will opt for a “retention/loyalty/advocate strategy instead.” When this happens, they have decided to build more TRUST with their audience and focus on creating more “Advocates.” Their goal is to build more Trust and word-of-mouth from their audience and “get their audience doing their marketing for them.”

Back to the AT&T commercial. I hope you can now see how ridiculously wrong this message is when you look just a bit deeper. Word-of-mouth was never replaced by advertising. Advertising came about because companies weren’t willing to invest in word-of-mouth advertising. It takes a strategy, a focus on building Trust by treating your customers amazingly well, and helping them improve their life. Doing this day-to-day teaches your customer what you are about and if you are worthy of the Holy Grail for any business…word-of-mouth.

My new book (see below) is focused exclusively on this strategy. It will be out shortly. The key is to determine which way you want to approach marketing and create a strategy to get there. AT&T has declared its strategy in its advertisement, and Lily stated it very clear. Word-of-mouth is something we “USED TO DO,” not what we focus on today. Today, we focus on ADVERTISING. That’s a pretty clear message. I believe they have it all wrong.

What To Do Next...

I hope you can change your mindset to one where advertising simply feeds your audience with helpful information so you can build more TRUST and more ADVOCATES so they can’t wait to tell others about you. So they do your marketing for you.  What would that look like for your organization? Something I would encourage every business to think about and act on. In these trying times especially, having a pack of loyal advocates is worth more than ever. It’s never too late to change your strategy.

STOP DOING THIS TO YOUR CUSTOMERS…immediately.

CUSTOMER APPRECIATION isn't a calendar event. It should be your CULTURE.

If you were a customer and happened to miss the special “Customer Appreciation” day, week, or month, how would you feel? How would you feel now that you aren’t being “appreciated” because you missed the event? Let’s say the event was “Customer Appreciation Month” and you went in the first day of the month after the event. How do you feel? Don’t you want to be “appreciated” on this day, even though you didn’t happen to be there in the appropriate month? I would…and I’m sure you would as well.

What message are you sending to your audience?

It tells me I should only shop with you during the one month of the year…the month you appreciate me. Why would I want to shop with you the other 11 months? I’m not appreciated in those months. I don’t get any specials. I don’t get treated as well as I would during the appreciation month. I’m not as special in the other 11 months of the year as I am in this particular month. Maybe I should just shop with you during this one month and then go check out your competitors the other 11 months.

You get the point. The message is wrong. And while you can justify it and tell me that you treat your customers great all 12 months, you really don’t. You can tell me this is just a marketing ploy to get customers to come in this month because it might be a slow month or you might offer some extra discounts, but that isn’t the message your customer hears. And it isn’t what your customer expects.

Customer Appreciation usually means I'm giving you a discount.

If we cut to the chase, these events are another name for a “sale.” We are cutting prices and need to attribute it to something. If this is the case, just tell your customers you are giving them a discount all month long because you wanted to move some merchandise or increase your sales numbers. They will understand this and will shop the discounts. Be honest with them and authentic.

Create some fun language around this to let them know it is in their best interest to shop during the next day, week, or month with you because you are giving them extra discounts. Tell them the truth. Tell them if you were a customer, this would be a great time to stock up on some of their favorite items that you are putting on sale. Be honest. This will build more Trust than you can imagine. Don’t try to fool them…customers are smarter than you think.

What EXPECTATIONS are you planting with your customers when you have an "appreciation" event?

When we have “Customer Appreciation” days, weeks, or months, we are setting EXPECTATIONS that something SPECIAL is going to happen during this period of time. Is it? Most of the time, it doesn’t and you are treated exactly the same way you were when it wasn’t Customer Appreciation. Is it just another word for a “sale event” or are you truly doing something special for your customers? Unfortunately, most of these appreciation events are linked to product/service discounts, not to appreciation.

The word “APPRECIATE” is tricky. It’s a very powerful word to most people. If I tell you I appreciate you, you feel special. You feel like I truly care about you and recognize all the good things you do for me. That’s what it is supposed to mean…I truly care about you and “appreciate” you or something you did for me. I care. Marketing misuses this word for what it is truly meant to convey. It has become a gimmick or an advertising trick to make you feel special. Unless you are committed to doing it all the time, I don’t feel special…nor do your customers. I want you to stop doing that and to focus on what your customer actually wants…to be appreciated…to feel special…to feel important.

Customer Appreciation should be demonstrated continuously...it should "how we do business" every single day. It is "who we are" as a company.

Customers are awesome. They will go out of their way to tell others about you if they feel you truly appreciate them and you demonstrate it continuously. They will bring new customers to you…for FREE. They will do your marketing for you when they feel appreciated. Customers love to tell others how awesome they were treated. Why not get them telling others about you?

We want our customers to tell others about how incredibly awesome and amazing you are to work with…not that you have lowest prices in town. In fact, I would NOT want to be the one others talk about because I have the lowest prices…this is simply margin erosion…a path on the “race to the bottom.” I want them to tell others how much they are “appreciated” and how “special” they feel when working with you…and they pay a normal price, not some discounted price. It’s a win-win for you and the customer. You get to keep your profits and the customer gets to feel like they are truly appreciated.

3 Steps to changing Customer Appreciation...

My GOAL for YOU...

My goal is always the same…help you be more CUSTOMER OBSESSED so you can become “REMARK”able, where your customers (and others) are doing your marketing for you and acting as your Advocates and Marketing Agents. Everything I share with you has this underlying purpose and goal attached…I want you to “light up” your audiences so they reward you well above your competitors. That’s it. I hope you want the same. Thank you…

BUILDING LOYALTY is a big bucket of money sitting there, waiting to be picked up!

It is also one of the most significant ways a company can leap ahead of their competitors. But these can only happen when you have a strategic focus on building Loyalty with your audience. Before I share how you can build massive Loyalty, let me clarify one thing. You can only earn Loyalty from your Customers. It should be the goal of every company to get all their desired customers to the status of Loyalty…it’s money in the bank.

Customer Lifetime Value (CLV)

Speaking of money in the bank, do you calculate a Customer Lifetime Value (CLV) for each of your customers and customer groups? If not, I highly recommend you start here. It is an excellent way for you to get some hard analysis on which customers make you the most profit. It is one tool I find many companies are not using (yet) but will open your eyes to some fantastic information when you go through the exercise of calculating it for each customer.

I talk about it extensively in my upcoming book (learn more about it at the end of this article), but suffice it to say, it should be on your required list when analyzing customers and their contribution to your organization's profitability. In essence, it calculates how much profit you get from each customer and customer group you serve. You essentially identify how much money you make from a given customer over their lifetime (or projected lifetime) minus the costs it takes to acquire them and service them. Let’s look at a straightforward example…

And Example...calculating CLV

Let’s say a customer of yours had an average purchase of $500, and they purchased from you four times a year. Their purchases would give you a total revenue of $2,000 each year. If this customer stayed with you for five years, their estimated revenue for your company would be $10,000. However, to calculate their Customer Lifetime Value (CLV) and profitability, you would need to subtract the costs it takes to acquire and maintain this customer. Let's say it cost you $1,000 to initially acquire the customer and $250 per year to maintain them as a customer (your internal cost to support them). It would cost you $2,000 over the same 5-year period. When you subtract these costs from the revenues, you end up netting $8,000 of gross profit for this particular customer…their VALUE over their LIFETIME. Their CLV is $8,000.  

When you change your mindset from “acquisition” to “retention and loyalty,” you will see amazing things happen in your business. Your profitability will go up, and your marketing will completely change…both of which are awesome things! I hope you can read my upcoming book on this topic. It represents an incredible opportunity for virtually every company on the planet. And, most importantly, it moves you one step closer to building Advocates, the Holy Grail for any business if they truly want to dominate their market!

As you can see in the Advocacy Architecture diagram below, there are a few stages your audience needs to go through before they can become Loyal to your business. Everything starts with building Trust. Without trust, there is no chance of building Loyalty. But once you have someone’s Trust, you can then begin to build a solid and “Trusted Relationship” with them, which leads to Loyalty.

If you do nothing more than improving the percentage of Promises you Keep, you will be on a much stronger path to building Trust, which can lead to creating Loyalty with your audience. Sounds simple, right? It isn’t. I have found it very hard for companies to keep their promises. First, most employees don’t understand they are making promises when they interact with their customers. Many promises are “implied,” where a Promise wasn’t actually made, but the audience believes a Promise was made. These are the most dangerous to an organization. The customer hears you promised something to them, but you don’t think you committed or promised. We have a disconnect. Other times, we make a commitment and then don’t keep it…breaking a promise. Both implied and not keeping promises kills the opportunity to build Trust.

Another way you can help build more Loyalty in your audience is to “help them improve their life and/or their business.” When someone sees you going out of your way to help them improve, they have more commitment to you. The more things you can do to help them out, the more sense of Loyalty they have to you. People are loyal to those who help them…period. Think about how you specifically help your audience improve their life and/or business.

These are all great questions to stop and ask yourself if you want to improve Loyalty. Take some time to think about the Advocacy Architecture and do a self-assessment on how well your company does at each stage to building Loyalty. If you feel you lack in these areas, it would be a great time to identify WHY you are and then develop some specific plans for HOW you can do more in this area. And not just tell your employees to keep more of their promises, for example, that never works. There have to be specific process changes and Customer Experience changes if you want to move the needle in any of these areas. It can be done, and relatively quickly…well within 30 days. You can see significant improvement in 30 days if you have a definite and targeted plan. If you want more guidance on this, shoot me a message, and I would be happy to talk with you and help you get started. Building more Customer Loyalty will definitely change your business significantly…and quickly.

My GOAL For YOU...

As with this series, my goal is always the same…help you be more CUSTOMER OBSESSED so you can become “REMARK”able, where your customers (and others) are doing your marketing for you and acting as your “Advocates and Marketing Agents.” Everything I share with you has this underlying purpose and goal attached…I want you to “light up” your audiences so they can become your Advocates and Marketing Agents. That’s it. If you want the same, keep reading this series. Thank you…

BUILDING YOUR BRAND...is absolutely, positively critical today in our noisy, crowded, and commoditized world. A differentiated Brand that stands out to your audience is worth GOLD!

Do you have a Brand that is clearly differentiated from your competitors? Do you have a “Brand Message” that is easy to understand? Does your audience talk about your Brand in a way that is what you want and consistent with your Brand Message? Do your employees communicate a consistent Brand Message in both their words and their actions?

I don’t have to tell you that having a consistent Brand Message is more difficult today than it has ever been in history…you’re living it. Audiences are more confused than ever. And to make things worse, everyone in our audience (customers included) has a “microphone” today and can say whatever they want about us. All this has led to one major issue for just about every business…BRAND CONFUSION.

Let’s step back a bit and see how all this happened. Life was easier in the Industrial Revolution…before the Internet. Companies had control of just about everything, including their Brand Message. What they said was what people heard about them. And they repeated it a lot so it was burned into our memory. I’m probably giving away my age, but I still remember some of the jingles that these behemoth companies put out to get us to remember their products and services. It was all we had.

Then the Internet came along and all of a sudden, we could hear what “other people were saying” about these same products and services. Almost overnight we had many more voices telling us about these same products and services. And they were trusted and credible voices because they were customers who were actually using them. They were believable and we listened. We still listen…more today than ever before. The world has changed…we are squarely in the Customer Economy (according to Forrester Research). The customer is firmly and completely in control of the messages in the market.

Building Brand today is more difficult than ever...or is it?

There are millions (if not billions) of dollars being spent by businesses today to build their Brand. Is it worth it? I believe the money should be spent…but not on building Brand the way most believe it should be built. I disagree that your Brand is built by pumping more ads, social media posts, and other propaganda into the market with the intent of trying to shape how your audience views your company. This doesn’t work. I’m sure I’ll get some hate mail from the “branding experts” on this one, but I think you might just agree with me.

Here’s a simple test you can try for yourself to prove my point. Randomly pick 20 customers that would represent your ideal audience(s). Then simply ask them one simple question, “What do you believe is the “Brand” of our company and our “Brand Message”? My guess is you will get close to 20 different and varied responses…maybe no two the same. And when you do get these responses, how close are they to what YOU believe your Brand and Brand Message to be? I think you will find a great deal of misalignment.

Which one is right? Are any of these Brand Messages right? The surprising answer is, all of them!! That’s right, they are all the right Brand Message to the person who believes it to be the Brand Message. To them, it is accurate. To them, this is what you stand for, your purpose, what you do, and how they would label your company. It might not be what you want them to say, but to your audience, it is truth.

Let me cut to the chase…Branding is simple. Creating your Brand is nothing more than “what you do,” not “what you say.” If you tell everyone you always deliver the best product on time and you don’t have the best products or you don’t deliver on time, it won’t ever be your Brand Message, no matter how hard you try. It is what you “demonstrate” consistently to your audience that creates and builds your Brand Message. Nothing complex about it…it’s your actions that determine your true Brand.

Brand is all about leverage. You demonstrate something to one member of the audience and they tell a thousand people. That’s leverage. You do something over and over again (consistency rules) and your audience tells others this is who you are and how you operate…your Brand Message. Your audience is your “hidden marketing force” that works for you or against you. If they are telling everyone the Brand Message you want, you win. If they tell others a Brand Message that isn’t what you want, you lose. The key is to get your Brand Message in alignment with your audience.

5 Steps to quickly Build your Brand and Brand Message in the market... 

As I promise with all these articles in the “NOW Series”, I want to give you something you can do quickly, like in 30 days or maybe a little more. You can change your Brand quickly with some focused efforts. Here are 5 steps you can take to transform your Brand and Brand Message quickly…

Your audience is a quick learner. If they see you doing something consistently different and throughout the organization, they will believe you are something different. If they see if often enough, they will believe you are something different. You will have changed your Brand Message because of your Actions. Now, if you asked your audience again to tell you what they believe your message to be, you will get a different answer. And your audience is the only one that matters when it comes to your Brand Message. What they say goes and it is what they will tell others.

I talk about helping organizations become “REMARK”able all the time. It is all about getting your audience to do your marketing for you…tell others (remark) about how incredibly awesome and amazing you are. To make this work, you want to arm them with the “right” Brand Message so they can tell everyone what it is you want them to say. This is how you leverage your audience to tell thousands of others who you really are and back it up with action. This will change your Brand and Brand Message in a much shorter time than any ad campaign or new messaging in the market. Show your audience who you really are. And they will reward you with massive marketing on your behalf…in the right direction…for free.

My GOAL for YOU...

As with this series, my goal is always the same…help you be more CUSTOMER OBSESSED so you can become “REMARK”able, where your customers (and others) are doing your marketing for you and acting as your “Advocates and Marketing Agents.” Everything I share with you has this underlying purpose and goal attached…I want you to “light up” your audiences so they can become your Advocates and Marketing Agents. That’s it. If you want the same, keep reading this series. Thank you…

HELPING OTHERS IMPROVE THEIR LIFE AND/OR BUSINESS...a massive Differentiator...and one your customers remember for a very long time

Do you have a formal and detailed plan for how you can help your audience improve their life and/or their business…beyond selling them your products and services? Did you know most organizations don’t have a plan? Did you know it is one of the ways someone will remember you well beyond the normal memory curve of your products and services? Did you know you can improve significantly in this area in as short as 30 days when you have a strategy and executable plan?

When I ask companies how they are specifically helping their audience improve their lives and/or their business, I usually get a blank stare or a lot of excuse making. While it seems like something we should naturally be doing, it just doesn’t seem happen. Why? The number one reason is that there isn’t a specific “proactive plan” for making it happen. And from past experience, if there isn’t a plan, it won’t happen. Left to chance, things never happen the way we want.

While it might sound simple, it takes planning to make it happen. I haven’t met a company yet that can’t make this happen…right NOW. The issue is making it formal and prescriptive…developing a solid plan for the few months and into next year…then executing it consistently and frequently. When you do, amazing things will happen for your organization…beyond what you might believe. Your audience will not only take notice, they will comment on it and talk about it. They will thank you over and over and will actually look forward to it. And, perhaps most importantly, they will “share” it and “tell others” about it…and YOU. It’s crazy to think about how much return you can get from such a simple concept and plan…but you can. Your audience will see how much you care, remember you, and talk about you. And in this turbulent world we live in, who doesn’t need more of these things?

What exactly do you mean?

What exactly do I mean when I talk about “improving the life and/or business” of your audience? How can you do this yourself…quickly?

First, it means you identify ways, outside of your products and services, to help your audience improve or better their personal life and/or improve their business with what you know individually and as an organization. Every organization has tons of knowledge about “how” their products and services can help their audience. We all have this…it’s what we do as a business. But why do we have sell these products and services? What “problems” or “issues” or “situations” are we helping our audience solve? What problems caused us to create this particular product or service? Why do we do what we do as a business?

Second, you know (or should know) the answers to these questions. Hold a leadership meeting and write them all down…capture this thinking. When you have this list, you now have half of the solution in front of you. Take this list and capture ideas by answering this one question, “What could we share with our audience, in terms of our knowledge and experience, that could help them overcome these issues REGARDLESS of whether or not they used our products or services?” That’s right, regardless of using your products or services, how can you help them improve their life and/or business?

An example...

The best way to explain this concept is to give you some examples of what you can be doing…NOW. Let’s say you are a distributor or a sales company for a particular product, such as security products. You distribute them to smaller companies and also sell them to larger companies. You may even install them as well. What could you do? Here’s a list to get you started thinking in the “helpful” direction…

• Create some videos showing employees how to be safer when going to and from work
• Create some articles that talk about the latest trends in security (not  product oriented)
• Create a blog that shares stories about actual situations people are facing and how they could be prevented by thinking about some different issues
• Create some videos of your customers (and others) talking about security issues and how they resolved them (without reference to specific products)
• Create a checklist of items you could have your audience review to see what level of risk they are at based on their current situation

Providing this type of helpful information to your audience is what it means to actually help someone “improve their life and/or their business,” without talking about your products and services. All of these items are helping them be safer and keep their businesses (and employees) safer. They are simply helping them “lower their risk” more than they are right now. They are HELPING YOUR AUDIENCE.

Customer Obsessed companies have this built into their DNA, their culture. They are constantly thinking of ways to help their audience improve their lives and/or their business. They get creative and innovative and come up with some ways that will blow your mind. They are energized by the idea of helping their audience. They look for the opportunity continuously. And, they still do their job, they just go above and beyond their competitors by focusing on how to help them, not sell them. And their audience knows this and rewards them with continued Loyalty and Advocacy. Their audience loves to tell others about them and share their helpful content freely. All of this is what I call “free marketing.” How much “free marketing” are you getting from your audience today?

When you focus on “consistently helping” your audience, you set yourself apart from your competition. As with the first two articles in this series, Differentiation and Trust, you are building more upon the foundation of both of these. When you Consistently Help, you simply look Different to your customers and others in your audience. You build Trust. You Differentiate yourself from your competitors. All these work together to leverage the other parts of the foundation of being Customer Obsessed and centric.

Now you have one more major component to building an incredibly strong and solid foundation for your business. And, like the other two, you can do this quickly. Do this over and over and over again and your customer will start to see you as significantly different from your competitors. You will quickly see results and how you can elevate your company above your competitors…NOW.

You can't become Customer Obsessed overnight...

You can’t become Customer Obsessed overnight…but you can get some immediate impact (within 30 days) and start to demonstrate uniqueness to your customers. And when your customers start seeing you CONSISTENTLY HELPING them improve their lives and/or their business, you stand out and you get talked about. And there isn’t a business on the planet that can’t benefit from getting more word-of-mouth from trusted and loyal Advocates…no one.

You can do this too…and quickly. I have designed this type of plan for a company and it was being executed within 2 – 4 weeks. And I guarantee this will shock your audience…they will notice. They will be thankful…even more thankful in today’s turbulent economy. And when they notice, they tell others. When they notice, they see you as Different. When they notice, you build Trust. When they notice, you win out over your competitors. Why would anyone not want this for their organization RIGHT NOW?

By the way, this entire series about “NOW is the time to…” is an example of exactly what I am talking about. This series isn’t selling you anything. It doesn’t focus on telling you about my products and services…nothing. It is focused on one thing and one thing only…HELPING YOU IMPROVE YOUR BUSINESS. I don’t ask for anything nor do I expect anything…I simply have the focus on helping YOU. You can do exactly the same thing for your audience…it just takes a solid plan and consistent execution.

My GOAL for YOU...

As with this series, my goal is always the same…help you be more CUSTOMER OBSESSED so you can become “REMARK”able where your customers (and others) are doing your marketing for you and acting as your “Marketing Agents.” Everything I share with you has this underlying purpose and goal attached…I want you to “light up” your audiences so they can become your Advocates and Marketing Agents. That’s it. If you want the same, keep reading this series. Thank you…

TRUST...something we all want more of

Ask yourself, as the CEO, Business Owner, or Leader in your company, “Are we doing things to specifically “build” more Trust with our audience (including customers) during this crisis or are we doing things that “erode” Trust with our audience?” Be honest with yourself…the real answer to this should help you see whether or not you need to be more “proactive” in specifically building more Trust. If you feel that you are “building more Trust” with your audience, the next step is to identify specifically “HOW” you are doing this on a daily basis. If you answered “no” to this question, then the next step would be to hold a brainstorming session immediately with your leadership team and identify some specific ways where you can build more Trust.

Think of the above phrase for a minute. It’s synonymous with the idea in business that if you “aren’t moving forward” in some way you are “falling behind.” There is no “staying the same” when it comes to business. The same is true with building Trust. Unfortunately, our audiences need constant reinforcement and emphasis if they are to see any changes. They need to “see and feel” what you are doing that will allow them to Trust you more tomorrow than today. They need constant reinforcement to “why” they should Trust you.

Most leaders I talk to don’t have a “specific action plan” for building Trust. They think it will happen just by the way they do business. This is false thinking. Trust is prescriptive. You need to have specific (prescriptive) measures and actions you are taking if you want to continually build more trust with your audience. These don’t have to be major programs, but your actions need to be consistent and frequent to be effective.

PROMISES...the best and most effective way to build Trust

Use the word "PROMISE" and change the game

Here’s something I would encourage you to think more about…actually using the word PROMISE. Instead of wondering whether or not your audience is hearing this word, use it. Whenever you think you are making any kind of commitment (large or small), use the word Promise. For example, if you are going to deliver something to the customer on Friday, tell them, “I Promise we will deliver it to you by the end of the day on Friday.” Now there isn’t any misunderstanding and the customer probably heard that phrase anyway, regardless of what was really said. But now you have it on the table, in front of them, and they will recognize it. They will really appreciate it and you will have just taken away a ton of stress from them. Now you just have to keep the Promise, which is also the most important part of making a Promise.

Now that you have started telling your audience you “Promise” to do something, the key is to KEEP this Promise…every time. It’s the “keeping” part that builds Trust, not the “making” part. The “making a promise” part is easy, everyone does that. It’s the “keeping your promise” part that builds Trust. You can make all the Promises you want but if you don’t keep them, you will be worse off than if you didn’t make any. Having plans in place where you can keep these Promises is a game changer. Caution…this doesn’t just happen because you say it should. Telling your employees they need to keep all the Promises they make won’t change anything…they won’t keep them. Not because they don’t want to, but business processes and other demands will deter them from keeping these Promises.

Go back to the beginning of this article and you will see that “building Trust is a prescriptive process” that has to be orchestrated throughout the organization. There has to be processes and maps in place to help the employees keep their promises. If these aren’t in place, they won’t be able to keep their Promises. I have never seen a single situation where employees can naturally keep all their promises without a prescriptive, well-designed plan in place. They need tools and processes in place so they can keep their Promises as part of their job. They have to be “supported” beyond words if you want them to deliver on the Promises they make.

There are other ways to build Trust. This is just one, albeit a major one. However, developing a prescriptive process and plan for how to help your employees keep their Promises will change the game NOW…today. As I mentioned at the start of this series, I want to give you things that you can do quickly and that have a long-lasting impact for your organization. Creating a prescriptive recipe for how you will keep more of your Promises is exactly that…it will change the game almost immediately for your organization when you put it into action. If you need some guidance on how to get started doing this, shoot me an email and I’ll give you some additional thoughts to get you started…complementary of course. I’m here to help…I want your organization to build more Trust.

My GOAL for YOU...

As with this series, my goal is always the same…help you be more CUSTOMER OBSESSED so you can become “REMARK”able where your customers (and others) are doing your marketing for you and acting as your “Marketing Agents.” Everything I share with you has this underlying purpose and goal attached…I want you to “light up” your audiences so they can become your Advocates and Marketing Agents. That’s it. If you want the same, keep reading. Thank you…

Given our current set of circumstances in business, this series is designed to help you take a leadership role in your industry…regardless of what your industry may be. They don’t sell anything…they simply HELP your business stand out and rise above your competitors. They are practical, actionable, and proven ways to elevate your business above others and make you “top of mind” to your customers. I guarantee they will make a difference in your business. I hope you will find these helpful. I hope you will share them with your fellow business owners and leaders. And I look forward to hearing about how they helped you in some way. Here’s the first one…

DIFFERENTIATION...a word often used but rarely executed.

Everyone likes to talk about how “different” they are from their competitors, but are they, really? Rarely. We all like to think we’re different. And in our own minds, as business leaders, we are. That is, until we talk to our customers. The ultimate test is ALWAYS what the customer says, not what we say. They vote with their wallets. They keep us in business. They count.

I discovered this truth decades ago and it is truer today than ever before. The customer has the microphone…their voice matters. And, unlike decades ago, they can now share their voice with hundreds, thousands, and even millions of others. They are in complete control today. Their voice is loud and it is powerful. And it can make or break a business. I’m sure you know of some…I worked for one…Arthur Andersen. Fortunately, I left just a few years before the downfall of the mightiest public accounting firm of its time. A few people brought down an entire company. But the “buzz” and “customer voice” fueled the downfall. It was sad and no one ever thought it could happen. It did. And it happens more often today than ever before. It’s worth repeating, the customer is in complete control.

When times are tough, like they are today with the current pandemic crisis, being different is more important than ever. It’s moved up the scale from “very important” to an “absolute necessity” for businesses to thrive. When there are fewer customers or the customers you have become picky and demanding, being DIFFERENTIATED is the secret sauce. Clearly standing out from your competitors in a “dog fight economy” like we are in today is critically important. With fewer customers and less dollars being spent, it’s vital to capture as many of those dollars as you can. You can if you are viewed as different in the eyes of your customers (and others).

Start with a definition...

Let me start by sharing with you a simple definition of what it means to be DIFFERENTIATED. It simply means “being viewed by your audience (customers included) as someone who doesn’t look like, behave like, or act like their competitors.” You are in a class by yourself, standing alone. No one is the same as you, you are seen as not being part of the pack of competitors. That’s being differentiated. How do you know if you are truly differentiated?

When you customers say this, you are in a league of your own…you are DIFFERENTIATED.

Stop reading for a minute and ask yourself, “How many of our customers would tell me this if Blaine called them today?” Regardless of your answer, how would it change your business if this was what I heard from 90% of your customers? Exactly…it would change your business (most likely) completely. You would be the one that stood out in the eyes of your customer…their FIRST CHOICE when buying your particular products or services. You would win out over your competitors almost every time…and it wouldn’t be because you were the cheapest.

How do you get to this enviable state of being truly DIFFERENTIATED? 

Let me share with you some ways you can get there…quickly. And stay there for the foreseeable future. These work…all the time…they just work better (and usually faster) when we are in a crisis than when we aren’t.

First, keep ALL your PROMISES.

Before you say that you do, I would challenge you to think a bit deeper about this statement. When I ask leaders if they believe their organization keeps their promises, they almost always say they feel they keep the “majority” of their promises. What exactly does “majority” mean? Is it 51% or 99% or somewhere in between? The goal is 100%. To a customer, if you don’t keep 100% of your promises, they remember those and figure you don’t keep your promises.

I ask this question all the time when interviewing customers, “Do they keep their promises?” If they hesitate, it means no. If they say sometimes, it means no. If they say most of the time, it means no. For a customer to actually believe you keep your promises, you have to keep ALL of them. I know, it’s tough and you don’t know what all your employees are saying throughout the day. I suggest you focus on this intently…it will pay massive dividends. With regard to differentiation, you will be viewed completely different from your competitors if your customers (and others) believe you keep all your promises…guaranteed! I know, not easy, but incredibly powerful in building DIFFERENTIATION.

Second, OVER COMMUNICATE.

When business is booming and everyone is running around like chickens with their heads cut off (I still have a hard time visualizing that one) we almost always slack off with our communications. We’re simply too busy to communicate like we should. But NOW things are different. EVERY employee has MORE TIME on their hands than ever before. Commuting is virtually nonexistent for most people. Meetings have been eliminated and are now virtual, which means there are usually fewer of them and they are shorter. And many other things that have “freed up time” for everyone.

What are you doing with all this extra time? I’m sure some of your employees have gotten better at Candy Crush on their phones, but now is the time to turn things up when it comes to communicating with your audience. NOT SELLING, communicating. Be more proactive. Be more helpful (that’s the next area I’ll talk about). Share more information. Give them more updates on the status of an order. Do anything that allows you to communicate more than your competitors are…you will stand out…you will be more DIFFERENTIATED!

Third, find more ways to HELP.

I could write a book on this topic. In fact, it is a major part of my upcoming book and takes up several chapters. For now, I would suggest you think about one simple phrase, “How you can I improve the lives and/or business of my customers and overall audience?” If everyone in your organization focused on this one thing, you would change the way they see you. They would see how much you are trying to help them be successful. They will remember this…they will remember YOU. And when they remember you, you have become much more DIFFERENTIATED.

Fourth, LISTEN more.

I know, you’ve heard this a thousand times before…so why aren’t you doing it? It’s an obvious answer to endearing yourself to anyone. Listening more means you care more and when you care more you stand out…period. This is fundamental, yet few of us do it. We get so wrapped up in talking about ourselves, our products, our services, our (fill in the blank) that we forget to listen. Customers notice. They see a huge difference in those who spend the time to listen as compared to those who spend their time talking. I won’t bore you with all the cliché’s about listening, we all know them. Just put this on everyone’s wall and desk as a reminder it is critically important. Customer ALWAYS tell me when they feel a company “listens more” to them. It matters and is noticeable…and it definitely DIFFERENTIATES you in their eyes.

Fifth, make them FEEL SPECIAL.

This is another huge topic that I talk about in my upcoming book. How your customer “FEELS” is critically important to how they view you and your company. Make them feel special and they will see you as someone unique and different. I go back to the Disney example of when you walk into the Magic Kingdom, the “happiest place on earth.” They invest millions in making you feel incredibly special from the moment you enter the park. And as such, we talk about them to all our friends and how they are so different from all the other amusement parks. They are DIFFERENTIATED because they make you feel special…and in the end, who doesn’t want to feel special and important? No one!

All 5 of these will differentiate you…quickly…guaranteed. There isn’t one of these five where your customers won’t notice you as being different from your competitors. And the best part, often times they will tell you! That’s right, they will tell you how you make them FEEL SPECIAL, that you LISTEN MORE, you are truly HELPING them improve their life and/or their business, you are COMMUNICATING much more than before, and, most importantly, your KEEPING YOUR PROMISES.

Put in some plans to start doing these tomorrow, yesterday is already gone. You can’t start soon enough. NOW is the time to DIFFERENTIATE. NOW is the time to do something dramatic that will change your business today and well into the future. These 5 areas will do that for you…guaranteed!

My GOAL for YOU...

As with this series, my goal is always the same…help you be more CUSTOMER OBSESSED so you can become “REMARK”able where your customers (and others) are doing your marketing for you and acting as your “Marketing Agents.” Everything I share with you has this underlying purpose and goal attached…I want you to “light up” your audiences so they can become your Advocates and Marketing Agents. That’s it. If you want the same, keep reading more of my "NOW is the time" Series.  Each one will guarantee you some quick results with long lasting implications to change your business to one that is DIFFERENTIATED in the eyes of your customers...the ones who vote with their wallets.

Remember doing your SWOT analysis…hopefully you do one every year. If not, we should talk about that sometime. It’s a great way to put things into perspective as you begin to do your strategic planning. NOW is also a great time to reassess the opportunities that are in front of you today (even amidst this crisis) and throughout the rest of the year and beyond. While we have to focus on the present because it is so overwhelming right now, it doesn’t mean we should forget about the months ahead. Since I am so passionate about helping companies become Customer Obsessed…now is a great time to ask yourself and your leadership team, “How we are doing with our customers?” It’s a question we should all be asking all the time, but even more during this difficult time. There are amazing opportunities in front of every organization…today and well into tomorrow if we just look.

If you haven’t done a SWOT, read this paragraph. If you have, skip to the next paragraph. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. The goal is to have your leadership team work together for a half-day session where they about these four areas…every year (because they always change). Once you have created a detailed list in each area, the next step is pretty straight forward, but one where you may need some assistance in pulling it all together. Once the lists are finished, create specific goals and actions around the output from the discussion and the lists you made. For example, one thing you want to do is “capitalize” on your Strengths and leverage those even more…you want to “eliminate or mitigate” your Weaknesses and try to turn some of them into Strengths. You usually can’t do much about the Threats, these are generally out of your control and presented by the outside (such as COVID-19, legislation, and competition) so you just want to note what they are so you can try to do things to mitigate them as much as possible. This leaves us with the most important part of the analysis, Opportunities…the one group you want to “take advantage of and accelerate” as much as possible in your business. I know, this is really a shortened version of SWOT but hopefully gets you at least thinking and moving forward. When I facilitate these sessions, it is usually centered around getting the most ideas and comments from a group of leaders without going down rabbit holes on one or two…always a challenge. It is a free-flowing discussion to capture as much as possible from the group without judgment or analysis. There you have it…a quick breakdown of SWOT. Hopefully you are seeing why I recommend doing it annually as part of any planning you already do.

OK, so now that you know what SWOT is, let’s talk about the one huge area that is looming out there right now even amidst one of our biggest times of uncertainty. This is a great time for leaders to really focus their teams on “moving forward” when the world seems to be on hold or sliding backwards. While the world is on hold for personal interaction, it isn’t on hold for making things happen. It is not on hold to create some innovative and creative ideas that can help your company today and well into the future.

You might be saying, “You don’t get it, we have to lay people off and our revenues are already down and still dropping…this is a very difficult time to just hold things together.” I get it…no argument about this happening (to almost everyone). And while this is going on, we all have a choice…stay focused on the current doom and gloom or spend some time and lift ourselves (and our thoughts and planning) into the future we all know will be here at some time in the year. While there are things we have to deal with (and are ugly) we also have the choice of spending some time escaping this and thinking about hope, opportunity, and a stronger competitive position in the market. This time is critically important to the mental well-being of your leadership team and employees.

For example, there are numbers out there that say the average leader spends more than 20 hours per week in meetings…some significantly more than 20 (you know who you are). Those hours of in-person meetings are gone…don’t exist. Sure, now we are using online video meetings like Zoom and other tools to conduct meetings. But, from my experience, these are much shorter in many cases…people either get right to the point or don’t want to hang out online that long in a meeting. I would venture to say you may have just gained back up to half of your meeting time…10+ hours per week!

Let’s think about travel time…commuting and going to meetings. This is gone (for most of us). This time can average close to the 20+ hours a week. Those hours just got put back into your bank account of time!

While we have issues we didn’t have to deal with before today, such as personnel and declining revenues, we probably aren’t burning up all our extra hours on this…at least not yet. This might give you back an additional 10 hours per week. Doing some quick math, we gained back 10 hours from meetings (minimum), 20 hours from travel (minimum), and we gave back 10 hours for additional crisis management issues. Net hours gained per week is 20 hours (or more) per leader in your company…20 hours. Let’s make an even more drastic cut and cut this number in half right now for other contingencies…now we’re down to 10 hours of EXTRA TIME right now.

I think this is a great time for leaders to do some serious planning and discussions around what we could do going forward NOW and in the FUTURE when this is behind us…and it will be behind us. It’s a matter of “when,” not “if.” Even if this goes on for a month (or two or more) you have somewhere between 40 and 80 hours of additional time where your leaders can work on “O”pportunties. When, if ever, have you ever had this amount of concentrated time to focus on the “O”pportunity side of your business. My guess is you never have, unless it was just before it started up. What are you going to do with 40 – 80 hours of leadership time???

You already know my passion is for every company to be Customer Obsessed so they can become “REMARK”able and get talked about so much that their audience of customers and others become their active “Marketing Agents” for them. If heard me talk about this, go back and read some of my past blog posts and you’ll get it pretty quickly. Today would be an excellent time for you to do some real “O”pportunity planning for how you could leverage your Strengths (and lower your weaknesses) and be more Customer Obsessed. Now would be a great time to really see how you could truly help your customers improve their lives or their business.

This time will pass…how do you want to be remembered for what you did during this time?​

What To Do Next...

TODAY, right now, is the time to schedule a SWOT session with your leaders. Whether you use a facilitator or not, just do it. Dive into it…maybe take a full day instead of a half-day. Go deep…get creative (wildly creative)…be bold…identify some incredible “O”pportunities for your business and your audience. I guarantee it will be the best use you can make of the extra 40 – 80 hours all your leaders have on their hands. And you will be shocked how quickly it can help change perspectives and attitudes within your leadership team and your company. No naysaying allowed…only bold creativity. It will change everyone’s attitude guaranteed. And maybe, just maybe, you’ll find some ideas that will cause your customers to have long (and positive) memories about you and your company during this crazy and unpredictable time. FUD (fear, uncertainty, and doubt) don’t help move the ball forward…but coming up with some unique “O”pportunities will make some lasting impressions!

If I can help in any way with some guidance to get you started, don’t hesitate to ask. I’ve done hundreds of these so I can give you some guidance and tips on what to avoid and how to make them very productive. I’m happy to guide you through this if it would help. I just want you to do it. Let me know if I can help jump start you to blowing up your “O”pportunities and setting the stage for your company to thrive this year…despite our unthinkable situation. You can do this…we can all do this!!