Roy's Blog: Marketing

August 20, 2012

The purpose of business is NOT to create a customer


In business, what’s the end game? Some say to generate a profit (don’t think so).

Others say to acquire and hold customers (closer).

Organizations should be trying to create these things:


THESE represent the end game.

THEY will result in loyal customers and, yes, a profitable undertaking in the long run.

What business are you in?

If you didn’t mention one of the above, give the question some more thought.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 8.20.12 at 09:16 am by Roy Osing
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July 30, 2012

5 rock star lessons for business

Everyone loves a rock star.

Here are 5 LESSONS we can learn from these Icons to make your business ReMARKABLE and blast it to The Stand-Out level.

1. Play what your fans want to hear. Regardless of whether you ‘like the song’ or the fact you have played it a million times. Give ‘em what they want. BE ReLEVANT.
It’s not about what you want to PLAY, it’s about what they want to HEAR.

2. Go over the top on occasion. Do something outlandish. What’s your answer to bustin’ a guitar during a concert? Never be predictable and boring.
Spice up your life every once in a while. Keep your Fans guessing what you will do next. BE ExCITING.

3. Rev people up. Get ‘em screaming over you. You’re in the Feelings Generation business. What FEELING do you want your Fans to experience what they touch you?


4. Get ‘em talking about you. Engaging with other Fans to spread your word. Traditional marketing in out; Fan ‘Sneezing’ you to others is in.
If you can’t get VIRAL, you won’t go anywhere.

5. Give your Fans special attention. The Grateful Dead provided the best deals and the best seats ONLY to their best Fans. What are you doing to treat your top customers the same way?

Think about your business as a rock concert where you as the performer tries to ‘blow the minds’ of your fans.

Study what rockers do.

Apply what you learn.

Rock on!

Check out my BE DiFFERENT or be dead Book Series

  • Posted 7.30.12 at 10:36 am by Roy Osing
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July 23, 2012

Be outlandish to cut through the clutter

Successful people know who they are. The same goes for stand-out organizations. They know what they stand for and they are always true to their brand.

Here are two examples of organizations who are not only outlandish according to most standards but are also memorable to the people they are speaking to. AND they attract a conversation.

The Hans Brinker Hotel in Amsterdam .

From their website: “The Hans Brinker Budget Hotel has been proudly disappointing travellers for forty years. Boasting levels of comfort comparable to a minimum-security prison, the Hans Brinker also offers some plumbing and an intermittently open canteen serving a wide range of dishes based on runny eggs.”
“For only 25 euro you can stay in one of our spectacularly un-spacious suites, each of which does not feature a flat-screen TV, a double bed or free access to our non-existent swimming pool and spa area”.

Honest. Sets expectations.


The Heart Attack Grill in Las Vegas is another example.
Founded in 2005, they position themselves a “Hospital Theme Restaurant”.
The most popular item on the menu is a “Quadruple Bypass Burger” worth 8,000 calories. People over 350 lbs (and you have to be weighed to confirm your weight) eat for free. Waitresses (“nurses”) take orders (“prescriptions”) from the customers (“patients”). An review .. “Jon Basso gets 5 stars for having a gimmick, nerve, and marketing skills. He doesn’t pretend to have a great restaurant. In fact, he doesn’t care if you like it or not, as long as people are curious enough to come and pay to eat.”

Again, in-your-face. Contrarian. Over the top.

BE DiFFERENT. Create a unique position regardless of what it is.

BE TrUE to it. And be prepared to defend it in the face of criticism and cynicism.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 7.23.12 at 10:15 am by Roy Osing
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July 16, 2012

Benchmarking: the tool of sameness


Benchmarking might help you improve your operations efficiency but it won’t make you stand-out from the faceless competitive herd.

Unfortunately too many organizations rely on this tired Total Quality Management concept with the mistaken belief it will somehow make them special in he market.


We need to get our thinking straight. Uniqueness comes from looking to BE DiFFERENT not copying what others do, even if they do it well.

So as of today, let’s start new movement that seeks to be “DiFFERENT from class” not best in class.

That covets “DiFFERENT from breed” not best of breed.

And let’s all agree that the question “How are we DiFFERENT?” shall command the conversation airwaves in our organizations.

And that BE DiFFERENT will be the new leadership benchmark.

Check out my BE DiFFERENT or be dead Book Series

Other articles you might like…
Your mission statement: the ultimate selfie
Planning “on the run” is new age
Lets head west IS a viable strategy

  • Posted 7.16.12 at 10:03 am by Roy Osing
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