Be Different or Be Dead

by Roy Osing

Critical Praise for Roy Osing’s Book

Here’s what others are saying about BE DiFFERENT or be dead

“I had the opportunity to hear Roy present content from his book BE DiFFERENT or be dead; an experience which resulted in an epiphany moment for me. As a speaker myself, I am always hoping to encounter great insights and wisdom, and this single talk exceeded these expectations. There are always small pieces to the puzzle of business success that one wishes to acquire, and let’s just say Roy helped me find some very important center pieces. Roy’s concept of the ‘only’ statement is immensely powerful, and gave me a new perspective for my own company brand promise. If you have the opportunity to hear Roy live, consider it a distinct privilege. This book is a must read for those who seek success in the 21st century.”
— Dr. David Chalk, Creative Director of The WOWFactory.ca, Vancouver BC

“Not only does Roy deliver some great content, he also gives us a book that is highly readable. He provides great section overviews, chapter highlights and “quick hits” that make the book easy to read, highly scannable (yeah, not a real word, but it gets at what I mean), and cognitive friendly. This is probably an odd thing to focus on, but it is important. So often, business book authors don’t take their readers into account. Roy obviously cares about his readers and he has worked hard to create a book that is memorable.”
—Jason Sokol, Markering Matters Book Review

“Times of difficulty are the ultimate test for an organization’s ability to adapt. The companies that survive the financial crisis and its lengthy recovery period are unlikely to resemble the same organization from five years ago. What are the secrets to endurance and adaptability? Some would say that author Roy Osing is the keeper of this hidden knowledge.”
—Sarah Dayton, Editor, Soundview Executive Book Summaries, Concordville, USA

“... the ideas in BE DiFFERENT are striking and based on business principals that have been successfully tested and implemented in the contemporary global economy”
—ForeWord Reviews, Michigan, USA

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

‘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

‘Refreshingly candid thinking on the topics of differentiation, strategy and execution. Furthermore, the writing style is very approachable, and avoids jargon that permeates much of the management consulting industry. I especially like your thinking around a bias for action, rather than conceptualizing ad infinitum or worse, pontificating. I earned an MBA a few years ago, and we developed strategy as part of the cirruculum, however did not get into strategy execution, which as you say is more important. The best ideas of men and mice, so it goes.’
—John Holmes, TELUS IT Architecture, Vancouver

‘His book is a gift. He is doing in the business world what we are doing in the yoga world. He advises people to find their niche and to care about their clients and to serve them, if they want their businesses to grow. And by “daring to be different”, they grow and develop psychologically. I really liked his book and found it affirming and have recommended it to other people. He is also “walking his talk” by writing a book and teaching others the principles.’
—Sandra Sammartino, Yoga Teacher Trainer for over 30 years, Vancouver

‘Osing cuts through the inspirational jargon with which many business texts distract their readers and provides a practical and concrete framework that can be customized to suit both large and small enterprises. BE DiFFERENT does exactly what it recommends its readers do: cuts the crap and focuses on execution.’
—Trek, The Magazine of The University of British Columbia, Vancouver

‘If I were a genuine business-thinking person instead of a lover & seller of books, I think this would be a very profitable book for reading & using. A quote in the book I like: “Don’t quote internal policy to complaining customers unless you want them more angry.” Most corporate lackeys to whom I’ve talked when I have a problem with their corporation have no idea of how sound this advice is. I hope an overpaid CEO buys this book and learns something his customers already know.’
— Gene W. Baade, Owner, Books on the West, Renton WA, USA

‘The Calgary Public Library’s customers were won over by Roy Osing’s direct, no-nonsense style and the timeliness of his subject. Attendees came away with practical information and renewed energy to face the challenges of today’s market’
— Nancy MacKenzie, Customer Service Manager, Calgary Public Library, Calgary, Canada

‘Keep up the good work…... I love it. I keep your book on my car seat beside me….. ‘You are my passenger everyday in business’
— Jason ‘Nitroman’, CEO NITROLUBE

‘Hey Roy. I just want to say that I love your book. I just finished reading it and it’s got marks all over it. I especially like the section on getting to know your customer, value bundling and the ONLY statement. Very useful stuff. Thanks for writing such a user-friendly, easy-to-read and implementation type of book. Can’t wait to see your next one’
— Donna Hutchinson, Fitness Business Coach, On The Edge Fitness Educators, Vancouver

‘I wanted to thank you for your book Be Different or Be Dead. I read about 40 business books a year but there are so many duds which are articles puffed up and exampled into books.Your book, in my opinion, is refreshing different from the rest, and it should be. I especially enjoyed your customer service section which I plan to apply at our business planning session in Toronto in early Dec. Thanks again and I look forward to your second book.’
— Jeff Narver, Library Productivity Specialist, 3M Canada Library Systems

‘If you’re looking for the book that will change your business, you’ve found it. Roy will help you break your business into manageable parts and then make every part work. You’ll be able to measure the value of the book by counting the number of dog-eared pages, highlighted sections and notes in the margin.’
— Brad Brooks, Host of The Brad Brooks Show, The Corus Radio Network

‘I’m so inspired by the book that I cleaned out the entire stock at Chapters and gave a copy to every board member at our planning retreat.’
— Mark Startup, President & CEO, Retail BC
 
‘The challenge for any business leader is to harness the energy from all parts of their organization to work in unison to win in their market. In practical and easily understood terminology, Roy Osing shows how to leverage the critical functions of strategy, marketing, sales and customer service to BE DiFFERENT and survive.

Osing’s ability to clearly articulate ‘be different’ strategies, motivate team members to execute those strategies, and effectively respond to the challenges of a rapidly changing competitive landscape was invaluable in raising TELUS to its position of leadership in the telecommunications industry today.

An absolute ‘must read’ in today’s economic climate for Fortune 500 executives and small business owners alike.’
— Darren Entwistle, President & CEO, TELUS Corporation

‘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

‘As a former CEO of a national telecommunications company, I can attest to the critical importance for corporate and product differentiation.  Osing’s passion for business and belief in the need for companies to differentiate themselves from the pack is not just theory:  it is based on practical experience that everyone involved in product strategy and management needs.’
— Carol Stephenson, Dean of Richard Ivey School of Business, The University of Western Ontario, Canada

‘This valuable book will benefit both aspiring and veteran marketers.  The student will find a comprehensive guide to many “tricks of the trade,” while the marketing veteran will be reminded of the fundamental principles of effective marketing. Written by one of the country’s leading marketing specialists, BE DiFFERENT or be dead is easy to read, well organized and provides essential food for thought.’
— Angus Reid, PhD, Chief Executive Officer, Vision Critical Group

‘BE DiFFERENT or be dead does a masterful job of teaching us how to move innovative ideas through to successful implementation.  If you want to be different, read this book and apply its principles!’
— Gregg Saretsky, EVP Flight & Marketing, Alaska Airlines

‘Osing demonstrates clearly throughout his book how to create a unique value and service proposition that positions your company differently and vastly ahead of the competition. He has re-energized me to focus on a strategy that truly makes my company indispensable to our customers.’
— Frank Palmer, CEO, DDB Canada

‘Speaking as a strategic consultant, one of the key struggles for many business leaders lies in their ability to think outside of the box and synthesize new strategic ideas.  BE DiFFERENT or be dead accelerates strategic thinking and connects the dots in new and different ways.’ 
— Ron Cox, President, Tailwind Consulting, Tampa Florida

‘Roy Osing’s ‘Be Different or be dead’ is a field guide for those who seek to excel in business. He delivers wisdom and years of experience in bite-sized lessons for success. This book is not simply re-
packaging what others have said before, it is DIFFERENT.  These are real-life lessons from the coal face, where businesses interface with customers. A must-read.’
— Darcy Rezac, Managing Director and Chief Engagement Officer, Vancouver Board of Trade, Author, Work the Pond!

‘As someone who has been a part of the chamber of commerce movement for many years, I know many of our member businesses will designate BE DIFFERENT or be dead as “required reading”.  In today’s uncertain economic environment, entrepreneurs will take comfort from this easy-to-read and informative book.’
— John Winter, President and CEO, BC Chamber of Commerce

‘For 30 years I have been working with leadership teams - in both large organizations and small start-ups - to take the performance of their organization to a new level.  Roy Osing offers a rich and stimulating source of practical action for delighting customers and separating your organization from the pack—a “must read” for anyone interested in what really works.’ 
— Lorne Armstrong, President, Armstrong Consulting Group

‘Based on over 30 years experience in marketing and the business community, Roy Osing provides a very clear and concise guide on how to stand out from the crowd in any competitive marketplace. This simple and straightforward book is a must-have for anyone trying to differentiate themselves and succeed in today’s economy.’   
— John Gustavson, President and CEO, Canadian Marketing Association

‘BE DiFFERENT is the first business book I’ve read in 20 years that I didn’t find boring. It’s not a text book. It’s a hands-on, how-to manual and should become a well-used reference guide for business people everywhere. I commend Roy Osing for this fine addition to business education.’
— Mark Cullen, Corporate Director

‘A remarkably concise yet extensive course in some of the best management practices for today’s turbulent business world. Great tips that can be put to use instantly!’
— Don Babick, Former President and COO Canwest Publications, Corporate Director

‘Not just another management book, Be Different or be dead is a ‘how to’ manual for executives. Read it, read it again, draft your roadmap and prepare to reap the benefits of a be different organization.’
— Mike Watson, President, Ignite Management Services Ltd

‘Roy Osing’s new book provides great in depth reference material for business consultants assisting owners in designing, implementing and monitoring a successful business strategy.’
— Colin Brown, Business Consultant, ROCG Americas LLC

‘As a business leader for many different businesses over the years, I have learned the value of not just having a good strategy but, more importantly, the tireless execution of that strategy. Never have I found a business book that ties these two concepts together so well while offering so many practical and effective ways for an organization to enhance its performance.’ 
— Tom Brauser, Vice President - Operations, Intrawest ULC

‘Business is all about relationships/partnerships, understanding our customers business and their needs, and creating solutions to grow their business. BE DiFFERENT or be dead is a definite aid for better “service, service, service” thinking for our customers. It will teach you how best to brand your business and brand yourself.’
— Jim “JJ” Johnston, General Manager Corus Radio Vancouver

‘True to its title, this book is remarkably different than the myriad of business books those of us committed to leadership have read. Knowing Roy Osing from his work, we benefited greatly from many of his principles and approaches - these concepts will help you love and dazzle your customers!’
— Arthur R. Tymos, President and CEO, Creation Technologies

‘In Be Different or be dead, Roy Osing has condensed the wisdom and street-smarts gleaned from a stellar career as a senior executive into a practical and accessible guide for today’s - and tomorrow’s -leaders.Everyone has to compete - whether for customers, capable employees, or wise board members. I think the reader will find Roy’s practical tips and lessons applicable to all sectors - public, private and not for profit; and for organizations of every size. You’ll find it loaded with practical tips you can put to work immediately on your first pass through this gem. But I predict you’ll go back to it again and again to dig deeper as you see how well Roy’s ideas work.

I heartily recommend Be Different or be dead for anyone who cares about customers, competition and career success.’
— Rick Knowlan, President, Knowlan Consulting Group Inc

‘Every business must have a vision of how it is going to be effective in the marketplace. This book is one of the most useful I have seen in making sure that you choose the right vision.  It is a must read for anyone interested in superior business leadership.’
— Bill McCourt, former CEO & professional mentor to CEO’s

‘Who would have predicted the demise of so many venerable firms that we have witnessed in the past year.  Those who dare to be different will survive; the rest will slowly fade away. BE DiFFERENT or be dead will help you align every part of your organization to be unique, different and consequently survive and indeed thrive!’
— Terry Taciuk, President, Vancity Insurance

‘Roy articulates how companies can compete and win using more unique attributes rather than best price.  I found it personally very useful and timely to review his “how to” on sustainable differentiation, so I could simplify and better communicate our own strategy.’
— Chris Catliff, President and CEO, North Shore Credit Union

‘Roy has reminded us about something so simple yet so crucial; if you maintain a relentless focus on the customer, your brand strategy will never get off track.’
— Jim Southcott, Chief Strategic Officer, TBWA, Vancouver