Roy's Blog: Marketing

March 10, 2013

BE DiFFERENT YOU! How To Stand-Out and Power-Up Your Career


Want to take your career to another level?  Achieve greater success in a world where the competition for a fast track route to success is fierce?
Roy Osing’s 30+ years in business taught him one simple truth: if you are not DiFFERENT, if you are not unique, if you don’t stand-out from the crowd, you won’t get noticed. You will be ignored. You will be “white noise”. You will blend into the background.

You will fall short of what you expect of yourself. It’s as simple as that.

This ebook will show you how to stand-out, not fit-in

Yes, education is important. And a proven track record of achievement. But it’s not enough. The Herd looking to get ahead is replete with well educated, accomplished people who are dissatisfied with their career.

You need to be MORE than a smart individual who has done stuff. You need to BE DiFFERENT. You need to have a unique brand. You need to be The ONLY one who does what you do. I

My eBook will help you stand-out rather than fit-in.

You will learn the simple, practical things I did to make my mark in fast-paced, technology driven, intensely competitive businesses. Where many people coveted the same leadership positions. Where personal rivalry was deep. Where hand-to-hand combat for advancement was an everyday occurrence.

To survive and advance in my career, I had to develop such winning concepts as The ONLY Statement for YOU!, Muzzle the Ego Beast, Personal $Currency Boosters, The Career Game Plan, Side of the Angels, Line of Sight Leadership, Do-Not-Be-Surprised Tactics, Target the WHO and The Magic Question.

Learn from my innovative career winning approaches and my personal experiences. They are DiFFERENT. They are proven. They will work for YOU!

Let me be your coach, guide and mentor.

You won’t regret it.

What my Readers say…

“In ‘BE DiFFERENT YOU! Roy Osing offers practical advice and proven methods for any professional who wants to be noticed, gain champions and effectively progress their career.”— Josh Blair, EVP Human Resources & Chief Corporate Officer, TELUS Corporation, Vancouver

“Employees are always asking: what does it take to be a future leader – your book tells them if they want to listen.  You gave many real life examples that make the read enjoyable but also real for the reader. Thank you so much for taking the time and passing on your learnings to others who are currently in the same situation or will be soon.  The path and vision you paved for others to see is insight they would not normally get unless they were being mentored or are living it.”— Shane Sabatino Senior VP, Human Resources, The Brick Group, Edmonton Canada

BE DiFFERENT YOU! is available at the following eRetailers…


Amazon Kindle


Sony Reader

Barnes & Noble (for Nook)




  • Posted 3.10.13 at 08:04 am by Roy Osing
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March 8, 2013

BE DiFFERENT or be dead: Your Business Survival Guide

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 he has successfully implemented in the real world.

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.

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.

What my Readers say…

‘I had trouble putting this book down. In these challenging times this is exactly what business leaders need to weather the storm. BE DiFFERENT or be dead by Roy Osing is bang on for sales people, marketing executives, entrepreneurs and owner operators. Learn from Roy…I did!’
Dr. Peter Legge, OBC, LL.D (HON), CEO/Chairman/Publisher Canada Wide Media Limited

“The business book market is awash in ‘how to’ manuals on a myriad of topics. Some are better than others, most simply a recapitulation of material that is all too familiar. Most make grandiose promises but few deliver. Few are truly different. This book is.”
Brian Canfield, Director and Chairman of the Board, TELUS Corp

“BE DiFFERENT or be dead is one of the top business books in the U.S.”
Soundview Executive Book Summaries, Concordville, USA

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

Hardcover on Amazon

Hardcover and eBook on Granville Island Publishing

Hardcover on COPIA

eBook for Kindle

  • Posted 3.8.13 at 12:37 pm by Roy Osing
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February 25, 2013

Raining down “the right things”

Kicking Horse Coffee, a business that was created in the small BC community of Invermere, was profiled recently.

I lifted the following content directly from the article to highlight for others some of the clues to success. My commentary immediately follows each point.

“The way Rosenfeld tells it, Kicking Horse’s growth is a tale of good timing, strong branding, naivet? and focus. It’s really a tale of doing the right things.

Rosenfeld said. “We discovered there was no good coffee in the grocery stores and we thought, that’s going to be our area of focus.” Kicking Horse became the first in Canada with whole bean, organic, fair trade coffee. Find a vacant niche and exploit it by being the ONLY one operating in the space.

While competitors have size on their side, Kicking Horse priced their coffee as a premium product with good margins and counted on building a loyal, engaged following. When you have something that is unique, price it up. And focus on building a string Fan base to carry your word.

“I remember my mom telling me that Estee Lauder told her ‘Always give samples,’ ” Rosenfeld said. And Rosenfeld did. She sponsored running, biking and other events. “The impact was huge,” she said. “Give them a bag or a can of coffee. It can be cheaper than advertising or more expensive, but it’s tactile. It’s product in hand.” FREE is an excellent way to build a following and earn the right to make a future sale. Mass market advertising is a bad investment.


Nonetheless, Rosenfeld believes naivet? helped her forge ahead. “I never really paid attention to what competition was doing. We just focused on what we were doing. What if they are going to a smaller package or raising their price or lowering the price? You just keep make sure your relationship with the buyers and stores are strong.” Focus on the customer. Do the right thing for them and you won’t have to worry about “the bad guys”. Build barriers to Customer EXIT as opposed to worrying about stuff you can’t control like competitive behavior.

“We’re the underdog in the coffee world. We provided what we said we were going to provide. It’s just a lot of good will.” Deliver what you promise.

“Of course, it was not always smooth sailing. A tea line bombed. “We were just not focusing ... We didn’t brand it properly” Stick to your strengths. Don’t get diluted in your efforts. Winning needs focus and concentration>

“You can’t do everything and you can’t be swayed by other people’s deals and wishes and directions.” Create your Pan and execute it. Learn from execution, not from the anecdotal views of those around you.

Swander brings broad access to the U.S. market, but Kicking Horse will proceed cautiously, Rosenfeld said. Going into Walmart and other giant chains won’t work, Rosenfeld said. “Our brand is not mature enough.” Instead, she’ll seek slow, organic growth through smaller chains. Large supermarkets offer too much choice and are “not as intimate an environment. I don’t think consumers get as engaged,” she said. Seek markets where customers want to engage with you and help build your brand. Slow and steady beats fast and nowhere any day. Build organically on the backs of loyal customers.

She will also steer away from traditional advertising, which she said is better suited to mature brands and will continue the way she started, sponsoring targeted events such as the Banff Mountain Film Festival where she typically hands out 90,000 samples.”Focus on your Fans. Give Free stuff. Let your Fans carry you and grow your business.

A great story of someone who is travelling the BE DiFFERENT journey and getting it right.

Well done Elana…


Check out my BE DiFFERENT or be dead Book Series

  • Posted 2.25.13 at 09:46 am by Roy Osing
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January 14, 2013

If you know your customer’s “secrets” you’re ahead of the pack

Customer “Secrets” are the power of the standout organization.

A “Secret” is a strand of your customer’s DNA that defines their Uniqueness. A characteristic that makes them Special. It could be about family. About their names. About where they go to school. About vacations. About where they live. About what they like. About what they dislike. About how they spend their spare time. About where they vacation. About their wants and desires.

The point is, a Secret is a hidden piece of information on a person that is critical in engaging them in a business relationship.

Secrets are critical for two reasons:

1. They fuel the marketing process. If you know someone’s secrets, you are in a great position to create value for them.

2. Secrets power the service recovery process . What do you do when you have a service blunder? Simple formula: Fix it + do the unexpected. To do the unexpected - to surprise someone - you have to know a secret about them.

It is extremely important to build a repository on the secrets you discover otherwise you will most likely forget them and will therefore not be able to capitalize on them.


As a way of getting started, create a “secrets manual” on your top customers, the fans that care about you and what you do. Make notes about what you learn about them. And, make sure that others in your organization are aware of what you have learned.

Have fun with the idea. How about a secret agent award to honor the person who discovers the coolest secrets every month?

Or an annual recognition award of someone who excels at continually maintaining and sharing their secrets manual?

Do whatever it takes to instill secret gathering as a core competency in your organization.

They will definitely separate you from your competition.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 1.14.13 at 10:26 am by Roy Osing
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