Be Different or Be Dead

by Roy Osing

About Roy Osing’s Book

Never has it been more important for your business to be distinctive—to be different—in the marketplace than it is today.
Consumers are spending fewer discretionary dollars. Competition is intense as businesses jockey for the winning formula to attract customers, remain profitable and survive in this challenging environment. Those that don’t face this reality slowly wither and eventually fail. 

In BE DiFFERENT or be dead:Your Business Survival Guide, Roy Osing explains how businesses can navigate the turbulent waters of the contemporary economy.  Drawing on his distinguished career as a business executive, entrepreneur and leader in the telecommunications industry, and as a business consultant, Osing gives you the real deal: performance enhancement and survival ideas based on solid business principals that have been successfully implemented in the real world across all the critical functions of Strategy Creation, Marketing, Sales and Serving Customers.

Osing focuses on strategies that he has personally developed and executed: things you can do today to immunize your organization against performance decline and business failure tomorrow. Strategies that work.

Topics explored include:

  • BE DiFFERENT or be dead: the strategic imperative
  • The Only statement—the birth of differentiation
  • Benchmarking—the enemy of BE DiFFERENT
  • Dumb your strategy down. Simple is good. Simpler is better!
  • Be Anal about Execution
  • Customerize your marketing
  • Adopt a Customer Learning and Secrets marketing ethic
  • Introduce Value-based Holistic Offers, not products
  • Serve your customers—don’t service them
  • Vary the treatment to Dazzle your customers

Written in a no-nonsense style that is clear, concise and entertaining, BE DiFFERENT or be dead  offers a much-needed voice of common sense amidst the confusing sea of ‘how to’ business books today.

For business strategy executives, marketing and sales executives, customer service executives and business owners and entrepreneurs alike, BE DiFFERENT or be dead  is an invaluable resource for any leader looking to create a competitive edge for their organization and build long term success.

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