.
Truth #1

According to a study
Gartner, by 2016, 89%
of companies expect to
compete mostly on the
basis of customer
experi...





… four years ago it was 36%
Truth #2



Retention is fast
becoming the
new acquisition.



It costs upwards of 10x the money
to acquire a new customer than is
does to upsell a current one





Truth #3



All customers 

are not 

created equal

A referred customer is upwards
of 4x as valuable to a business



They spend up to 2x over their lifetime
compared to regu...
Truth #4



There is no such thing as just meeting
the expectations of a customer

It’s like being on time. No one is
ever on time. You’re either early
or late.

N o o n e e v e r m e e t s t h e
expectati...
On April 4th, 2015 I presented on rethinking
business through the power of G.L.U.E.
T h e p r o b l e m w i t h
cyanoacrylate was that it
literally stuck to everything
with great strength.
Coover never forgot about
cyanoacrylate. Seventeen years
later with the Eastman Chemical
Company he launched Eastman 910.
Eastman 910 is now better known as Super
Glue. The product was an overnight success.
Soon it was being used everywhere.
A couple years ago Super Glue
manufacturer Loctite put it to
the test. Nine drops…
Was able to lift a heavy duty truck
with a MINI Cooper in its bed.
10,000 pounds of weight.
Super Glue is a little thing that
can make a big difference.
There is also another type of
G . L . U . E . ( G i v i n g L...
In August 2012, Brandon
Cook was visiting his
grandmother in hospital.
She had pancreatic
cancer and was down to
her last ...
PROBLEM: Panera only serves clam
chowder on Friday’s. This was a Monday.
So Brandon calls Panera in Nashua, NH.
He talks to Sue the manager. She says
no problem, they’d be happy to help out.
Brandon has a wonderful lunch with his grandmother. When he
gets home he decides to share the story on Facebook. Brandon’s...
Moment of Truth
Why Purple? !"
!"
!"
Lagniappe
"
"
"
"
"
"
"
Meaning - The additional gift
or to give more
Now why a Goldfish?!"
The Goldfish represents something small, but it was directly
inspired by Kimpton Hotels. A chain of boutique hotels within ...
GIVE A LITTLE UNEXPECTED EXTRA
Guppy Love
Kimpton will give you a pet goldfish for your stay.
They call it “Guppy Love.”
Average Goldfish = 3 inches
A goldfish also represents
something small. But all
goldfish are not created
equal. The world’s ...
Nearly 20 inches or 50cm 
That’s nearly six times larger! How can there be such a huge difference. It
turns out the growth...
1	

WHAT’S THE SIZE OF THE BOWL IN BUSINESS? = _____
#1. The size of the bowl or pond will determine
how big a goldfish wit...
1	

SIZE OF THE BOWL = MARKET
1	

2	

#2. The number of other goldfish in the bowl will also impact
the growth. The more goldfish, the more difficult it is ...
1	

2	

NUMBER OF OTHER GOLDFISH = COMPETITION
NUTRIENTS / CLARITY OF THE WATER IN BUSINESS = _______
#3. The nutrients in the water and clarity of the water
will also d...
NUTRIENTS / CLARITY OF THE WATER = ECONOMY
4	

2	

#4. The first 120 days of a goldfish life will be a factor
on its growth. The better the start, the bigger it can ge...
4	

2	

FIRST 120 DAYS OF LIFE = START-UP OR NEW PRODUCT
A baby goldfish is tiny.
It’s called a fry. As in
small fry.
2	

#5. The genetic makeup of a goldfish will also determine
how big it will grow. The more it stand outs, the better.
= __...
2	

GENETIC MAKE-UP = DIFFERENTIATION
Five Factors
#1. MARKET
#2. COMPETITION
#3. ECONOMY
#4. FIRST 120 DAYS
#5. DIFFERENTIATION
Assuming you’ve already been in...
Five Factors
#1. MARKET
#2. COMPETITION
#3. ECONOMY
#4. FIRST 120 DAYS
#5. DIFFERENTIATION
The only thing you can
have con...
1. Throw-ins (value)"
	

It took 27 months to collect all 1,001 examples
After sorting through all
1,001 examples, it became
clear there are 12 types of
Purple Goldfish:
The entire idea of Purple
...
G stands for Give
How are you creating a strong first impression?
Check in at any Doubletree around the world and
you’ll re...
G = Give
#29	

A warm chocolate chip cookie. It’s a signature extra
by the hotel. Since the mid 1980’s, Doubletree has
giv...
Give
L stands for Little
It doesn’t have to be something huge.
Izzy’s is an ice cream shop in St. Paul,
Minnesota. When yo...
Give
L = Little
#582	

Pick another flavor for free.
This little miniscoop on top is called the Izzy.
TM
If you can surprise a customer by doing
something unexpected, you will trigger an
emotional response and become talkable.
...
Chapter 20	

Give
Little
U = Unexpected
#706	

The technician places this interesting looking device onto
your windshield....
Chapter 20	

Give
Little
U = Unexpected
During this time the technician goes back to their
vehicle and retrieves glass cle...
Give
Little
Unexpected
E stands for Extras
Do the little extra. Go beyond just equal to give a little
more. This is extrem...
#438	

Give
Little
Unexpected
E = Extras
A freshly baked apple pie.
It is literally a humble pie. Each year they spend up ...
One Last 
Story of 
According to Disney
historian Les Perkins in
1957,Walt decided to hold
a Christmas parade at
Disneylan...
Walt’s accountants sat him down and
besieged him to not spend money on the
parade. Nobody would complain, they
reasoned, i...
“That’s just the point,” Walt said.
“We should do the parade precisely
because no one’s expecting it. Our
goal at Disneyla...
Always Exceed
Expectations
Walt even had a word for the concept of
doing the little things to exceed
expectations. He call...
Ready to G.L.U.E.?
"
"
LAGNIAPPE
PURPLE GOLDFISH
On the 1st day of every month, one of the Goldfish
books will be free for download on Amazon....
STAN PHELPS
THINK OUTSIDE THE BOWL
www.9inchmarketing.com 	

	

stan@9inchmarketing.com	

+1.919.360.4702
Rethinking Business with the Power of G.L.U.E.
Rethinking Business with the Power of G.L.U.E.
Rethinking Business with the Power of G.L.U.E.
Rethinking Business with the Power of G.L.U.E.
Rethinking Business with the Power of G.L.U.E.
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Rethinking Business with the Power of G.L.U.E.

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According to Gartner, by 2016, 89% of businesses will compete mostly on customer experience. There is a need to create powerful unique experiences to drive differentiation,loyalty and referrals. A little less interruption and a little more action. The solution is G.L.U.E, the practice of giving little unexpected extras to exceed expectations. Doing the little signature things that can make a big difference.

Stan Phelps is the founder of 9 INCH, a consultancy that helps brands obtain customers that are up to four times as valuable as ordinary customers. He’s a contributor to Forbes and the author of Purple Goldfish, Green Goldfish and the Golden Goldfish. He works with senior leaders to focus on meaningful differentiation to win the hearts of both employees and customers. Driven by client objectives and inspired by bold vision, Stan creates custom keynotes, workshops, and programs that are memorable and on brand, inspiring businesses to become REMARK-able by design.

This presentation was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx

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  • Rethinking Business with the Power of G.L.U.E.

    1. 1. .
    2. 2. Truth #1
 According to a study Gartner, by 2016, 89% of companies expect to compete mostly on the basis of customer experience

    3. 3. 
 
 … four years ago it was 36%
    4. 4. Truth #2
 
 Retention is fast becoming the new acquisition.
 

    5. 5. It costs upwards of 10x the money to acquire a new customer than is does to upsell a current one
 
 

    6. 6. Truth #3
 
 All customers 
 are not 
 created equal

    7. 7. A referred customer is upwards of 4x as valuable to a business
 
 They spend up to 2x over their lifetime compared to regular customer
 
 They refer up to 2x of their friends over their lifetime compared to a regular customer

    8. 8. Truth #4
 
 There is no such thing as just meeting the expectations of a customer

    9. 9. It’s like being on time. No one is ever on time. You’re either early or late.
 N o o n e e v e r m e e t s t h e expectations of a customer, you either: 
 
 fall short or exceed

    10. 10. On April 4th, 2015 I presented on rethinking business through the power of G.L.U.E.
    11. 11. What is Cyanoacrylate?!" Dr. Harry Coover invented cyanoacrylate in 1942. He was looking for a clear material for a gun sight.
    12. 12. T h e p r o b l e m w i t h cyanoacrylate was that it literally stuck to everything with great strength.
    13. 13. Coover never forgot about cyanoacrylate. Seventeen years later with the Eastman Chemical Company he launched Eastman 910.
    14. 14. Eastman 910 is now better known as Super Glue. The product was an overnight success. Soon it was being used everywhere.
    15. 15. A couple years ago Super Glue manufacturer Loctite put it to the test. Nine drops…
    16. 16. Was able to lift a heavy duty truck with a MINI Cooper in its bed. 10,000 pounds of weight.
    17. 17. Super Glue is a little thing that can make a big difference. There is also another type of G . L . U . E . ( G i v i n g L i t t l e Unexpected Extras) that has the ability to make a big difference. It can transform the way we do business.
    18. 18. In August 2012, Brandon Cook was visiting his grandmother in hospital. She had pancreatic cancer and was down to her last few days. A Story of
    19. 19. PROBLEM: Panera only serves clam chowder on Friday’s. This was a Monday.
    20. 20. So Brandon calls Panera in Nashua, NH. He talks to Sue the manager. She says no problem, they’d be happy to help out.
    21. 21. Brandon has a wonderful lunch with his grandmother. When he gets home he decides to share the story on Facebook. Brandon’s Mom is so moved by it, she copies it and places it here on Panera’s Facebook page.
    22. 22. Moment of Truth
    23. 23. Why Purple? !"
    24. 24. !"
    25. 25. !"
    26. 26. Lagniappe " " " " " " " Meaning - The additional gift or to give more
    27. 27. Now why a Goldfish?!"
    28. 28. The Goldfish represents something small, but it was directly inspired by Kimpton Hotels. A chain of boutique hotels within IHG, Kimpton embodies the doing the little something extra. Stay at any of the Kimpton properties and you’ll find: •  free gourmet coffee and fresh fruit in the lobby •  complimentary wine tasting in the afternoon •  pet-friendly accommodations My favorite perk is something a select number of the properties do for guests. Perhaps you are staying at a Kimpton for a few days, and you are getting lonely, they will give you a ____________
    29. 29. GIVE A LITTLE UNEXPECTED EXTRA Guppy Love Kimpton will give you a pet goldfish for your stay. They call it “Guppy Love.”
    30. 30. Average Goldfish = 3 inches A goldfish also represents something small. But all goldfish are not created equal. The world’s largest is __________________________________
    31. 31. Nearly 20 inches or 50cm That’s nearly six times larger! How can there be such a huge difference. It turns out the growth of a goldfish is determined by five factors. The growth of your business is affected by these same five things.
    32. 32. 1 WHAT’S THE SIZE OF THE BOWL IN BUSINESS? = _____ #1. The size of the bowl or pond will determine how big a goldfish with grow. The bigger the pond or bowl, the more a goldfish can grow.
    33. 33. 1 SIZE OF THE BOWL = MARKET
    34. 34. 1 2 #2. The number of other goldfish in the bowl will also impact the growth. The more goldfish, the more difficult it is to grow. THE OTHER IN GOLDFISH IN BUSINESS = ________
    35. 35. 1 2 NUMBER OF OTHER GOLDFISH = COMPETITION
    36. 36. NUTRIENTS / CLARITY OF THE WATER IN BUSINESS = _______ #3. The nutrients in the water and clarity of the water will also determine how large the goldfish will grow.
    37. 37. NUTRIENTS / CLARITY OF THE WATER = ECONOMY
    38. 38. 4 2 #4. The first 120 days of a goldfish life will be a factor on its growth. The better the start, the bigger it can get. = _______FIRST 120 DAYS OF LIFE IN BUSINESS
    39. 39. 4 2 FIRST 120 DAYS OF LIFE = START-UP OR NEW PRODUCT A baby goldfish is tiny. It’s called a fry. As in small fry.
    40. 40. 2 #5. The genetic makeup of a goldfish will also determine how big it will grow. The more it stand outs, the better. = ______WHAT’S GENETIC MAKE-UP IN BUSINESS
    41. 41. 2 GENETIC MAKE-UP = DIFFERENTIATION
    42. 42. Five Factors #1. MARKET #2. COMPETITION #3. ECONOMY #4. FIRST 120 DAYS #5. DIFFERENTIATION Assuming you’ve already been in business for four months, what’s the only thing you have control over?
    43. 43. Five Factors #1. MARKET #2. COMPETITION #3. ECONOMY #4. FIRST 120 DAYS #5. DIFFERENTIATION The only thing you can have control over is how you differentiate. How you purposely stand out in a sea of sameness?
    44. 44. 1. Throw-ins (value)" It took 27 months to collect all 1,001 examples
    45. 45. After sorting through all 1,001 examples, it became clear there are 12 types of Purple Goldfish: The entire idea of Purple Goldfish is explained through the acronym of
    46. 46. G stands for Give How are you creating a strong first impression? Check in at any Doubletree around the world and you’ll receive a _________________at reception.
    47. 47. G = Give #29 A warm chocolate chip cookie. It’s a signature extra by the hotel. Since the mid 1980’s, Doubletree has given away over 300 million chocolate chip cookies.
    48. 48. Give L stands for Little It doesn’t have to be something huge. Izzy’s is an ice cream shop in St. Paul, Minnesota. When you buy a scoop of ice cream at Izzy’s, you get to _____________
    49. 49. Give L = Little #582 Pick another flavor for free. This little miniscoop on top is called the Izzy. TM
    50. 50. If you can surprise a customer by doing something unexpected, you will trigger an emotional response and become talkable. If you have a crack in your windshield, Safelite will come to your home or office to repair the crack. Give Little U stands for Unexpected
    51. 51. Chapter 20 Give Little U = Unexpected #706 The technician places this interesting looking device onto your windshield. The device drills into the crack and places an epoxy resin inside. It takes 10 minutes for the epoxy to harden.
    52. 52. Chapter 20 Give Little U = Unexpected During this time the technician goes back to their vehicle and retrieves glass cleaner and a vacuum. They then proceed to clean the interior of your car and all of your glass. When you come out to inspect the work, not only does your cracked windshield look brand new, but your car looks like it just rolled off the showroom floor. Totally unexpected and totally memorable.
    53. 53. Give Little Unexpected E stands for Extras Do the little extra. Go beyond just equal to give a little more. This is extremely important when you make a mistake in business. Nurse Next Door is a home health care provider. When they make a mistake, Nurse Next Door sends a handwritten note of apology with _________________
    54. 54. #438 Give Little Unexpected E = Extras A freshly baked apple pie. It is literally a humble pie. Each year they spend up to $2,000 with a local vendor. They know that investment helps save the company $100,000+ a year in lost sales.
    55. 55. One Last Story of According to Disney historian Les Perkins in 1957,Walt decided to hold a Christmas parade at Disneyland. It was going to cost $350,000. #537
    56. 56. Walt’s accountants sat him down and besieged him to not spend money on the parade. Nobody would complain, they reasoned, if they dispensed with the parade because nobody would be expecting it.
    57. 57. “That’s just the point,” Walt said. “We should do the parade precisely because no one’s expecting it. Our goal at Disneyland is to always give the people more than they expect. As long as we keep surprising them, they’ll keep coming back. But if they ever stop coming, it’ll cost us ten times that much to get them to come back.” Walt’s mantra was simple…
    58. 58. Always Exceed Expectations Walt even had a word for the concept of doing the little things to exceed expectations. He called it “plussing.” He would drive the imagineers and the cast members crazy, always asking them how they could do the little extra to plus the guest experience.
    59. 59. Ready to G.L.U.E.?
    60. 60. " " LAGNIAPPE PURPLE GOLDFISH On the 1st day of every month, one of the Goldfish books will be free for download on Amazon. AUG / NOV / FEB / MAY SEPT / DEC / MAR / JUN OCT / JAN / APR / JUL PURPLE GOLDFISH FREE ON 1/30 PURPLE GOLDFISH FREE ON 1/30
    61. 61. STAN PHELPS
    62. 62. THINK OUTSIDE THE BOWL
    63. 63. www.9inchmarketing.com stan@9inchmarketing.com +1.919.360.4702

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