Roy's Blog: BE DiFFERENT Unfiltered
November 5, 2026
Why Chasing Market Share Is the Wrong Growth Strategy
BE DiFFERENT Unfiltered™
The Sacred Cow Burial™
Business is full of accepted beliefs.
Some deserve to be buried.
This is one of them. BE DiFFERENT Unfiltered™
⚰️ This Week’s Sacred Cow
🎯 “Market Share Is the Goal.”
Everybody Wants a Bigger Piece of the Pie.
Businesses obsess over it.
Executives report it.
Strategists chase it.
Marketers celebrate when it goes up and panic when it goes down.
The objective?
Grab a bigger piece of the market than your competitors.
Sounds reasonable.
But there’s a problem.
Markets don’t buy anything.
People do.
🚨 Market Share Puts Your Competitors at the Centre
Chasing market share inevitably makes you look sideways.
What are competitors doing?
What products are they launching?
What prices are they charging?
How can we take business away from them?
Before long, your competitors are driving your strategy.
You’re reacting.
Following.
And becoming more like them.
🔥 Stop Chasing Markets. Earn More From the Customers You Choose to Serve.
There’s a different game.
Instead of asking: “How do we get a bigger share of the market?”
Ask: “How do we earn a bigger share of our customer?”
That changes everything.
You stop obsessing over competitors and start obsessing over the people you’ve chosen to serve.
What problems can you solve for them?
What additional value can you create?
What would make them choose you more often?
Customer Share puts the customer—not the competitor—at the centre of growth.
And the more value you create for each customer, the more of their business you earn.
That’s growth from the inside out.
⚖️ Sacred Cow Verdict
Guilty.
⚱️ Sacred Cow Sentence
Bury It.
🔥 Sacred Cow Replacement
Customer Share.
Another Sacred Cow Buried.
⚰️ Bury it. Replace it. BE DiFFERENT.
🪦 Ready for the Next Sacred Cow Burial?
Thursdays I challenge accepted business beliefs that limit leaders and organizations.
If you’re ready to think differently, follow the BE DiFFERENT Unfiltered™ series.
✋ Continue the Conversation
🎙️ Listen to my podcast, Audacious Moves™ to a BILLION where I reveal the decisions that transformed a startup into a billion-dollar business.
📖 Read more insights at: BE DiFFERENT or be dead.
Cheers,
Roy
- Posted 11.5.26 at 06:00 am by Roy Osing
- Permalink
October 15, 2026
Customer Satisfaction Is Enough? Think Again
BE DiFFERENT Unfiltered™
The Sacred Cow Burial™
Business is full of accepted beliefs.
Some deserve to be buried.
This is one of them.
🐄 This Week’s Sacred Cow
🎯 “Customer Satisfaction Is Enough.”
It’s measured.
It’s reported to the board.
Organizations celebrate high satisfaction scores as if they’ve reached the finish line.
They haven’t.
They’ve barely made it to the starting line.
🚫 The Evidence
Satisfied customers leave.
Satisfied customers compare prices.
Satisfied customers switch brands.
Satisfied customers become someone else’s customer.
Why?
Because satisfaction is an expectation.
Not a competitive advantage.
No customer walks out of your business saying,
“Wow… they met my expectations.”
People talk about experiences.
They remember how you made them feel.
They remember the employee who went out of their way to help.
The unexpected gesture.
The problem that was solved without an argument.
The moment they felt valued.
That’s what creates loyalty.
Not satisfaction.
The organizations that win don’t aim to satisfy customers.
They aim to create Dazzling Experiences™.
Experiences that surprise people.
Experiences worth talking about.
Experiences competitors can’t copy.
And when something goes wrong…
That’s when extraordinary organizations separate themselves from everyone else.
They don’t hide behind policies.
They don’t explain why they can’t help.
They rely on Organizational Instinct™.
Their first response isn’t,
“Here’s our policy.”
It’s…
“How can I help?”
That’s Say YES!™
It’s not a slogan.
It’s not a customer service program.
It’s an instinct that puts the customer before the rule.
Sometimes the greatest opportunity to build loyalty comes when you’ve made a mistake.
A remarkable recovery often creates a stronger relationship than a transaction where nothing ever went wrong.
⚖️ Sacred Cow Verdict
Guilty.
🪦 Sacred Cow Sentence
Bury It.
🚀 Sacred Cow Replacement
Create Dazzling Experiences™.
Don’t settle for satisfied customers.
Create customers who tell stories.
Build an Organizational Instinct™ that solves problems instead of defending policies.
Teach every employee to ask,
“How can I help?”
Say YES!™ whenever you can.
Recover brilliantly when things go wrong.
Those are the moments customers remember.
Those are the moments that create loyalty.
Don’t measure success by customer satisfaction.
Measure it by customer loyalty.
Measure it by the stories customers tell.
Measure it by how many come back—and bring their friends.
🪦 Another Sacred Cow Buried.
Another Sacred Cow Buried.
Bury it. Replace it. BE DiFFERENT.
Satisfied customers are easy to find.
Loyal customers are earned.
Create experiences people never forget.
Solve problems with humanity.
Make saying YES your instinct.
Because customers don’t remember being satisfied.
They remember how you made them feel.
That’s how extraordinary businesses become The ONLY One.
🪦 Ready for the Next Sacred Cow Burial?
Thursdays I challenge accepted business beliefs that limit leaders and organizations.
If you’re ready to think differently, follow the BE DiFFERENT Unfiltered™ series.
✋ Continue the Conversation
🎙️ Listen to my podcast, Audacious Moves™ to a BILLION where I reveal the decisions that transformed a startup into a billion-dollar business.
📖 Read more insights at: BE DiFFERENT or be dead.
Cheers,
Roy
- Posted 10.15.26 at 06:00 am by Roy Osing
- Permalink
September 24, 2026
Leaders Should Not Micromanage? That’s Insane!
BE DiFFERENT Unfiltered™
The Sacred Cow Burial™
Business is full of accepted beliefs.
Some deserve to be buried.
This is one of them.
🐄 This Week’s Sacred Cow
🎯 “Leaders Should Not Micromanage”
It’s taught in business schools.
It’s preached in leadership seminars.
It’s repeated in management textbooks.
The message is always the same.
Delegate.
Empower.
Stay out of the details.
If you micromanage, you’re a poor leader.
That’s insane.
🚫 The Evidence
The textbooks have created one of the biggest leadership myths of our time.
They’ve convinced leaders that delegation is always good and micromanagement is always bad.
The problem is…
They never distinguish between operations and strategy.
That’s where they got it wrong.
The problem isn’t micromanagement.
The problem is micromanaging the wrong things.
Audacious Leaders™ don’t interfere with everything.
They Strategically Micromanage™ the handful of activities that determine whether their Strategic Game Plan™ succeeds or fails.
Those activities are strategic imperatives.
Not operational details.
When I was building a startup into a billion-dollar business, I never delegated architecting the customer experience.
Customers don’t remember your organization chart.
They remember how you made them feel.
I never delegated hiring Human Being Lovers™.
People who genuinely love serving others create extraordinary experiences.
That instinct can’t be trained.
I never delegated communicating and selling our Strategic Game Plan™.
If the leader isn’t passionate enough to constantly communicate and “sell” the organization’s strategy, why should employees believe in it?
These weren’t management tasks.
They were leadership responsibilities.
Because if they failed…
The strategy failed.
Audacious Leaders put their fingerprints on strategic imperatives.
Not because they don’t trust their people.
Because they refuse to delegate the future of the organization.
⚖️ Sacred Cow Verdict
Guilty.
🪦 Sacred Cow Sentence
Bury It.
🚀 Sacred Cow Replacement
Strategically Micromanage™ the strategic imperatives that determine whether your Strategic Game Plan™ succeeds or fails.
Put your fingerprints on the handful of activities that determine success.
Architect the customer experience.
Protect your ONLY differentiation.
Communicate and sell your Strategic Game Plan™ relentlessly until every employee understands it, believes it, and knows their role in executing it.
Then trust your people.
Delegate operational decisions.
Empower talented employees.
Give them room to perform.
But never delegate strategic imperatives.
That’s not empowerment.
That’s abandonment.
🪦 Another Sacred Cow Buried.
Leadership isn’t measured by how little you’re involved.
Leadership is measured by where you choose to leave your fingerprints.
If it shapes the customer experience…
If it protects your differentiation…
If it drives execution of your Strategic Game Plan™…
Own it.
No one else should.
🪦 Ready for the Next Sacred Cow Burial?
Thursdays I challenge accepted business beliefs that limit leaders and organizations.
If you’re ready to think differently, follow the BE DiFFERENT Unfiltered™ series.
✋ Continue the Conversation
🎙️ Listen to my podcast, Audacious Moves™ to a BILLION where I reveal the decisions that transformed a startup into a billion-dollar business.
📖 Read more insights at: BE DiFFERENT or be dead.
Cheers,
Roy
- Posted 9.24.26 at 06:00 am by Roy Osing
- Permalink
September 10, 2026
Your Customers Are Telling You Everything. You’re Watching the Wrong Things
BE DiFFERENT Unfiltered™
The Sacred Cow Burial™
Business is full of accepted beliefs.
Some deserve to be buried.
This is one of them.
🐄 This Week’s Sacred Cow
🎯 ”Target Customers by What They Use.”
For decades, marketers have been taught to understand customers by studying what they buy, what they own and what they use.
Products.
Services.
Purchase history.
Demographics.
Industries.
Company size.
The assumption is simple.
If you know what customers use, you’ll know how to sell to them.
The problem is…
Products don’t explain people.
They only tell you what customers have already done.
They don’t tell you what they value.
They don’t tell you why they choose one company over another.
They don’t tell you why they’ll happily pay a premium for one brand while ignoring another.
For years I’ve argued that businesses should stop obsessing over customer needs and start understanding Customer Cravings™.
Why?
Because needs are functional.
Cravings are emotional.
Needs get you into the game.
Cravings determine who wins.
If understanding products, demographics and purchase history was enough, every company serving the same market would perform the same.
They don’t.
Some become extraordinary.
Most become ordinary.
The difference isn’t what customers use.
The difference is understanding why they choose.
That’s where traditional marketing falls apart.
⚖️ Sacred Cow Verdict
Guilty.
Tracking what customers use explains yesterday.
It doesn’t explain preference.
It doesn’t explain loyalty.
It doesn’t explain competitive advantage.
🪦 Sacred Cow Sentence
Bury it.
Stop building customer profiles exclusively based primarily on products, demographics and purchase history.
Those things describe customers.
They don’t explain them.
🚀 Sacred Cow Replacement
Stop Building Usage Profiles. Start Building Reward Insights™.
Instead of asking:
* What products do our customers use?
* What have they purchased?
* Which demographic do they belong to?
Start asking a different question.
What do our customers consistently reward?
Every Like.
Every Share.
Every Save.
Every recommendation.
Every repeat purchase.
Every premium price willingly paid.
Every referral.
Every reward leaves a clue.
Collect enough of those clues and patterns begin to emerge.
Those patterns become Reward Insights™.
The organizations that win tomorrow won’t simply collect more customer data.
They’ll build the capability to generate Reward Insights™.
Those insights will reveal opportunities competitors never see.
They’ll change how organizations understand customers.
They’ll change how organizations compete.
That’s an Audacious Move™.
And it may become your greatest source of competitive advantage.
Different Wins.
Another Sacred Cow Buried.
Bury it. Replace it. BE DiFFERENT.
🪦 Ready for the Next Sacred Cow Burial?
Thursdays I challenge accepted business beliefs that limit leaders and organizations.
If you’re ready to think differently, follow the BE DiFFERENT Unfiltered™ series.
✋ Continue the Conversation
🎙️ Listen to my podcast, Audacious Moves™ to a BILLION where I reveal the decisions that transformed a startup into a billion-dollar business.
📖 Read more insights at: BE DiFFERENT or be dead.
Cheers,
Roy
- Posted 9.10.26 at 06:00 am by Roy Osing
- Permalink
