How To Stay Relevant

We all saw globally-recognized brands shrink or die during the recession. Conversely, we witnessed young, nimble companies swoop in to dominate market share.

Could that happen to you? Ross dissects the reasons for the staggering success stories—and he pinpoints the warning signs that were ignored by those who failed.

Remaining Relevant (to your customers and team members) is the ONLY way to substantially grow your organization during a recovery. If you’re relevant, you can take market share away from your competition. But it won’t be easy. You will have to accelerate your “A” Game to earn that market share. And, you will have to re-double your efforts to retain the base you already have. 

Ross unveils inspiring case studies that span the landscape of retail, manufacturing, B2B, construction, and healthcare. He describes what it will take for your organization to reap incredible rewards during “The Recovery.”

The Take-Aways

Why It’s Critical To Stay Relevant
If you are losing market share – or sales are lagging – it’s probably because your customers, clients, or accounts don’t think you matter to them as much as in years past. In fact, it’s likely that if your organization went away you wouldn’t be missed. (example: Circuit City closed 570 locations and customers just went to Best Buy instead). Ross will coach you on how to make sure you continue to be important to the people who are paying to keep you alive. He will cite case studies of organizations who have gone extinct – and why – as well as the companies who remain relevant and vital. It’s fine to let your competitors live in denial…just not you. Maintaining a strong market share is inextricably tied to how nimbly you can remain relevant – and adapt to changing market conditions.


How to effectively engage the new “on demand” Customer
Because of technology, your customers’ expectations have changed. They want everything “on demand.” They expect customer “service” to mean customer “urgency!” They want what they want – when they want it – and how they want it. So, if you don’t deliver at an almost Internet Speed, they will think you are substandard, lazy, or don’t need the business. Because they can manipulate how they watch TV, listen to music, when they can shop, how they make friends (Facebook,, etc) they expect real-time feedback from you. Oh, and they want you to empathize with their pain, vulnerabilities, and frustrations. Ross will show you how to make sure you are consistently aware, empathetic, and urgent so you can retain your current customer base…while you are wrangling customers away from your competitors.


Ross will teach you how to generate tiny innovations that produce explosive profits
The organizations that thrive in The Recovery…and own dominant market share afterward…have been creating a culture of ongoing innovation; with minimal or no cost. They are growing profits and share points by dancing on the cutting edge of employee retention, product and/or service offerings, and more emotional customer engagement. You’ll get an exclusive peek inside the organizations that consider innovation (and change) their reason for living.


Accountability is a Major Growth Engine
More than ever, social networks and user-generated content has  been able to expose poor practices. From unseating New York congressman Anthony Weiner – to toppling Hosni Mubarak from his Egyptian Presidency – the public consciousness (i.e. buying habits..and “buying into” habits) gravitate toward pure authenticity and accountability. Ross will talk about the power of transparency to generate more revenue. He will inspire you to be more responsible and accountable for your efforts..and the efforts of your team. He will teach you that, “You are the leading expert on you. Your greatest power lies in articulating your true intentions and expectations.”

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