Be Different or be dead

The Audacious ‘Unheard-of Ways’ I Took a Startup to A BILLION IN SALES

How on earth do you build an organization from the early stages to a billion dollars in annual sales?

Well, in this book I give you the 100% No B.S. TRUTH, broken down, move by move, so you can do what I did yourself, because I’m a big believer of passing on the torch to fellow business people and entrepreneurs, and secondly, I believe in not wasting anyone’s time.

The truth is, I discovered that it’s not one thing, it’s a number of deliberate moves that position you and your company in harmony with one another to produce flawless performance results and I’m going to walk you through them one by one. You will learn quickly in a way that cuts through the CRAP and allows you to Get it Done with little trouble.

This, my seventh book in the BE DiFFERENT or be dead Series, shows you how to do what I did to grow a company to a billion in sales and to give you confidence that if you follow my audacious and ‘unheard-of ways’ you will also not only grow your business to unimaginable levels, you will also have an unbelievable and incomparable career.

The essence of my work is based on what I learned from over three decades as a successful Entrepreneur, President, CEO and Business Leader.

I have found that consistent success comes from being unique and standing out from those around you, be it a hungry competitor looking to grow their share of the market at your expense, or another person coveting career opportunities identical to yours.

In this book you will learn how to find a way to carve out a unique position for yourself and/or your organization and stand out in the mob crowd and be The ONLY one that does what you do. In doing so, success follows you like a magnet with the riches you deserve.

On the inside of Audacious

My book lays out for you in simple how-to ways, the bold moves you need to take if you want to ‘kill it’ in business and have an amazing career with the financial rewards that go with it, no matter the stage of your business, career or company, including:

— The organization’s business plan must be focussed on how to execute and must clearly define an unmatched competitive position.
— Customer Service must be memorable and designed to take the customer’s breath away.
— Leaders must be in the trenches with the frontline helping them execute.
— You need to be hungry for a personally rewarding career while achieving the organization’s strategic imperatives as your end game, is imperative.
— Marketers must reject the masses and build stuff for individuals—‘ME’s’.
— ’Un-Sales’ must be the norm in the sales department with selling never the priority.

What some people are saying about Audacious

“BE DiFFERENT or be dead: The Audacious ‘Unheard-of Ways’ I Took a Startup to a Billion in Sales provides a roadmap for how to leverage Roy’s leadership methods to set a business up for success. 
Whether your business is a start-up, or amongst the Fortune 500, Roy’s audacity and expertise will help you drive innovation, build a customer-centric culture and fuel success within an increasingly competitive and dynamic landscape.”
      — Darren Entwistle, President and CEO TELUS Corp. Vancouver Canada

“The Audacious ‘Unheard-of Ways’ I took a Startup to a Billion in Sales
is Roy Osing’s 7th book in the BE DiFFERENT or be dead series and the one that got me thinking more than his previous 6. Like the movie line in Jerry Maguire ‘you had me with hello’ Roy had me with ‘If we aren’t different, why are we in business?’ Throughout his book, Roy provides pivotal marketing secrets and tips that enabled him to achieve his audacious goals, and to make you hungry to do the same.  Each one of his tips could be another book, including ‘What is your only statement, or define your uniqueness, or what you know doesn’t matter, it’s what you have done!’ This book contains important yet simple questions that are designed to help you execute your success such as, ‘what kind of leader are you?’ The book will help you define how big a leader you are and whether you are a limited or unlimited one. Roy’s Audacious Book #7 will help you become different from the common breed.”
      — Frank Palmer, Chairman, Palmer Stamnes DDB, Vancouver Canada

“I’m a student of Roy’s work, but ‘Audacious and Unheard-of Ways’ is a superlative piece of ‘how-to’ work that goes beyond the limits of providing useful advice to businesses and career professionals; it surpassed my wildest expectations. His bold teachings are laced with brilliance and serve as a roadmap for any entrepreneur that craves epic sales and any professional who is looking to enhance their career. If you choose only one book to read to make a difference in your life, choose this one - give it to someone in Marketing, your organization will thank you.”
      — Bradley Hale, Career Sales Entrepreneur, Toronto Canada

“Roy Osing revolutionized business with his concept and book, ’Be Different or Be Dead’. With this book, he turns textbook leadership on its head with creative, out-of-the-box solutions to the biggest problems in business: aligning strategy and execution, motivating employees, and selling in turbulent times. Put people and purpose first in your business, says Roy, and the ‘Billion in Sales’ will look after itself!”
PS: This makes a great ‘first business book’ for young leaders looking to work around their boomer bosses and make a real impact.”
      — Rick Spence, Business Writer and Speaker, Editor PROFIT Magazine, Toronto Canada

“Having had the pleasure of working for Roy when he was Chief Marketing Officer at TELUS, I know firsthand the incredible impact his advice and mentorship provides. Asking thoughtful yet pointed questions, combined with his intuitive understanding of customer excellence and laser-like dedication to bringing out the best in his team, he provided me the ultimate coaching in marketing excellence. Roy’s strategic vision and unrelenting focus on delivering results is a clear and powerful roadmap for success, in business and beyond. BE DiFFERENT or be dead: The Audacious ‘Unheard-of Ways’ I Took a Startup to a Billion in Sales is a must-read for anyone looking to advance their career or business.”
      — Jill Schnarr, Chief Communications Officer, TELUS, Vancouver Canada

“In today’s fast moving business world, sage advice and wisdom can be hard to come by.  We are all so busy and distracted that we find ourselves trying to solve the same problems over and over, with varying degrees of success. Once in a while the opportunity comes along to experience deep learning from someone who has actually achieved what we are attempting to do. This book is your opportunity. The things I most appreciate about Roy are his imagination, creativity, love of learning and engaging style. He is quick to grasp key insights and always candid in how he talks about them. When you read this book, you’ll find that it’s like sitting down with Roy and talking with him in person.”
      — Ron Cox, President Tailwind Consulting LLC, Tampa Florida

“This book is the best yet from Roy. He has kept true to the core principles set out in his first book BE DiFFERENT or be dead or Be Dead Your Business Survival Guide’ and his eBooks . Roy provides practical, invaluable insights and bold ways to leverage all functions of an organization to dazzle customers, truly stand out from and outperform the competition and produce amazing returns for an organization and its stakeholders.
And for aspiring leaders, Roy shares his secrets on how to stand out in a crowd and garner trust and loyalty among those around them.
In ‘Audacious Unheard-of Ways’ he shares his advice and guidance which you will not get from anyone else but Roy. An amazing read with so many valuable lessons.”
      — Egon de Haas, Industry Executive, Global Government & Public Services, PricewaterhouseCoopers International Limited, Amsterdam The Netherlands

“Roy tells it like it is. No esoteric prose, just plain, practical advice that can be immediately implemented. You deserve to be a great leader, have a great career, sell as much as you can and Roy lays out the path how to achieve this and more. Now is the time to bring the unique you to the forefront and Roy’s new book can help you on that journey”.
      — John Golden, Chief Strategy & Marketing Officer, Pipelinersales Inc., Pacific Palisades California

“What I loved about the book is the absolute focus on the customer and the need to keep pace with their wants and desires during these unprecedented and turbulent times. Roy does an excellent job relating how customers are treated to growing a business. His ‘ways to a billion in sales’ come through his bold ideas on providing unmatched customer service.”
      — Nerio Vakil, President Total Business Solutions, Mumbai India

“I am a small business owner and a Billion in Sales may be a little out of reach. So how is Roy’s book applicable? Every concept he touches on in ‘Audacious Unheard-of Ways’ can be used in small business. This is about a personal journey to success. Roy teaches you not just how to focus but where to focus, how to cut the CRAP, that there is greater value in looking ahead then behind, and how to build respect and get results with your staff in his Bear Pit sessions. And the list goes on. If you are a small business owner and you really want to differentiate yourself to achieve better results Roy tells you how. Ask yourself, do you want to be DIFFERENT or be dead?”
      — Daniel Boisvert, A DiFFERENT Entrepreneur and Notary Public, Delta Canada

The ebook version was published February 1, 2022; the print version May 31, 2022.

If you re interested in more information please feel free to reach out to me.

Cheers,
Roy