Roy's Blog: August 2013

August 26, 2013

Do you really think they won’t notice these things?

It’s always the little things we notice and get annoyed about.

— The dust ball remaining in the corner after the professional cleaners “finished” their job.

—The grease on the steering wheel after they have finished servicing your SUV.

— The soiled seats on the aircraft.

— The lipstick residue on the “clean” wine glass.

— The dirty marks on your cupboard door after the hinges have been replaced.

— That the serviceperson didn’t remove their shoes when entering your home.

— The lack of free wifi on the cruise you spent $10,000 on.

— The $1.00 adding error on the restaurant bill.

— The indifferent attitude of the restaurant server.

The reality is that THESE are the things we DO notice.

THESE are the things that we expect NOT to happen.

THESE are the things that indicate the serving organization is not concerned with the details that finish the job completely for us.

THESE are the things that reflect the culture of the organization and the values of leadership.

“THEY NOTICE EVERYTHING” posters should be plastered about the workplace.

Leaders should monitor every nook and cranny of the organization to pick up on and change “MAYBE THEY WON’T NOTICE” attitudes and behavior.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 8.26.13 at 06:16 am by Roy Osing
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August 19, 2013

What happens when you study the person not the population?

All marketing studies have one thing (a very BIG thing) in common.

They are based on observations of POPULATION behavior;  the characteristics of the masses (represented by the “average” person in the population) determine the conclusions of the study.

Nothing wrong with this outcome, but you really don’t get meaningful insights on how individual PEOPLE are likely to behave based on their unique character.

And if your insights are off the mark, the effectiveness if any marketing program based on these insights will fall short of its goals.

Pose your question to a PERSON not the population.

Person-research will yield many conclusions; one for each person you talk to.

And each conclusion will be valid unlike conclusions from population research which will be valid for some individuals (who just happen to be exactly identical to the population profile) and invalid for others (whose special unique characteristics don’t match the population profile.)

Better to have 100 different conclusions from 100 individual people rather than 1 conclusion based on the “average” person in a population of 100.

Better to have 100 different marketing plans each designed for success than 1 plan targeted to an average profile with a dubious outcome.

Keep segmenting your market until you are nose-to-nose with a PERSON.

Study the PERSON.

Create a marketing plan for the PERSON.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 8.19.13 at 06:05 am by Roy Osing
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August 17, 2013

I am sick and tired of people saying “theyre only a receptionist”

When anyone says “They’re only a receptionist” my blood boils.

THE most junior person on the floor.

What currency do they have?


— control first and last impressions.


— either welcome people in or push them away.

— either create a warm welcome or a cold shoulder.

— control the customer moment. The customer is in their hands, not the hands of leadership.

— determine the feelings towards the company’s brand.

—either strengthen the company’s brand or weaken it.

— deserve the utmost respect from leadership.

— should be worshipped.

— aren’t junior at all. How can an employee with so much market power ever be junior in the classic definition of the word?

They rule and it’s about time they are recognized for the amazing value they add to an organization.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 8.17.13 at 06:29 am by Roy Osing
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August 10, 2013

Why is it always the bloody details that kill you?

If you’re going to relate to people; acknowledge them, give the impression that you understand and care about them get the facts right!.

Pay attention to the detail! It’s the detail that will kill you (make you look insincere) if you get it wrong.


Stevie Nicks, Vancouver concert, May 19, 2013 in her poignant, emotion-filled final words to their “worshippers”.

“We have really enjoyed our Canadian tour, and find you Canadians amazing people. We love you Toronto.”


The faux pas won’t hurt their careers, but it pinched me, a VERY loyal fan.

And it made me tell the story…


Check out my BE DiFFERENT or be dead Book Series

  • Posted 8.10.13 at 06:25 am by Roy Osing
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