Compilation of my most popular LinkedIn posts from the past 6 months. They have been shared and liked more than 75k times. Thanks to everyone who cared and contributed.

3. COMPANIES DON’T
HAVE VALUES.
PEOPLE HAVE VALUES.
BUILD YOUR TEAM OF PEOPLE
THAT SHARE THE SAME VALUES.
THIS WILL CREATE A UNIQUE
ENVIRONMENT AND BOND
WHICH WILL SET YOU APART AS
A BRAND AND ENABLE
YOU TO CREATE THINGS WITH
IMPACT AND VERY LITTLE
RESOURCES.

5. SCALING THE BUSINESS IS IMPORTANT.
LOWERING COSTS PER UNIT IS IMPORTANT.
BUT NO MATTER HOW MANY UNITS OF A THING,
PART OR SERVICE YOU ARE SELLING.
A TOTAL NUMBER IS NOT ALL WHAT COUNTS.
EACH PURCHASE IS A DIFFERENT EXPERIENCE.
AND THAT SHOULD MATTER THE MOST TO YOU.
MAKE IT A PRIORITY.
DON’T LOSE SIGHT OF IT.
NO MATTER WHAT YOU ARE SELLING, YOU ARE
IN THE RELATIONSHIP BUSINESS.
HEARTBEATS IS WHAT KEEPS YOU ALIVE.
FOCUSING ON THE CUSTOMER EXPERIENCE
FIRST.
MAKING THE EMOTIONAL CONNECTION FIRST.
THAT’S HOW YOU LOWER YOUR COSTS.
THAT’S HOW YOU SCALE.

7. THE BRAND IS NOT
THE HERO.
IT IS AN ENABLER OF THE JOURNEY
THE CUSTOMER IS ON.
THAT REQUIRES A LOT OF LISTENING,
IN ORDER TO UNDERSTAND
THE CHALLENGES EACH CUSTOMER
FACES, AND CUSTOMIZATION,
IN ORDER TO MEET THOSE NEEDS.
LEADERSHIP IS SPEAKING LAST.
CLEARLY MUCH EASIER SAID THAN
DONE.
LEADING BRANDS LISTEN AND GIVE
CUSTOMERS THAT VOICE FIRST.

9. MILES AHEAD.
HE HAS NEVER PLAYED IT SAFE AND CHANGED
MUSIC FOREVER.
"IT'S NOT ABOUT STANDING STILL AND BECOMING
SAFE. IF ANYBODY WANTS TO KEEP CREATING
THEY HAVE TO BE ABOUT CHANGE.”
AND YOU WILL BE AHEAD OF EVERYONE ELSE.
TOO MANY TIMES, THAT I BECOME TOO SAFE. THAT
I DON’T WANT TO RISK ANYTHING WHAT I HAVE
ALREADY ACHIEVED - IN LIFE, IN SPORT, AT
WORK. TO MANY TIMES THAT I AM TOO LAZY AND
PUSH NOT HARD ENOUGH.
WITHOUT THE EXTRA EFFORT, WITHOUT CREATING
THE NEW, I WILL NOT CHANGE ANYTHING. AND IT
WILL BE HARDER TO ADAPT AND ACCEPT THE
CHANGE THAT IS HAPPENING ANYWAY.
BUT THE TRUTH IS, WHEN YOU CREATE CHANGE
YOU DON’T MISS THE FUTURE AND YOU WILL BE
AHEAD OF EVERYONE ELSE.

11. CATCH OF THE DAY!
I WANT THIS ON A T-SHIRT! IT'S GENIUS ON SO MANY LEVELS.
THANKS TO THE UNKNOWN ARTIST.
THIS MADE ME LAUGH. THIS MADE ME CRY. THIS MADE ME REALIZE HOW
LITTLE WE THINK ABOUT THE IMPACT WE ARE ABLE TO CREATE IN OUR
INDUSTRY.
QUICK RECIPE FOR ALL YOU BIKE PEOPLE TO GET STARTED
DON’T BLAME OTHERS AROUND YOU, THAT’S OVERCOOKED. STOP WASTE
ENERGY ON SOMETHING THAT YOU CAN HARDLY INFLUENCE AND THAT IS
NOT YOUR BUSINESS AND START ASKING THE RIGHT QUESTIONS FOR YOUR
BUSINESS.
HERE IS A MENU,
WHAT BUSINESS ARE YOU REALLY IN?
WHAT PRODUCT ARE YOU SELLING?
WHO IS YOUR COMPETITION?
WHO DO YOU INFLUENCE?
HOW IS YOUR OFFER DIFFERENT TO OTHERS?
HOW ARE YOU DOING THINGS BETTER THAN OTHERS?
ULTIMATELY, WHY DO YOU DO WHAT YOU DO?
AND ANSWERING ALL THESE WITH AN “AUDIENCE FIRST” APPROACH.
YOU CREATE THE BUSINESS YOU ARE IN, YOU ARE ABLE TO CHANGE THE
INDUSTRY YOU ARE IN. BUT IF YOU DON’T ADAPT AND IF YOU ARE NOT
ABLE TO CHANGE, NOTHING WILL CHANGE.
I AM GLAD THE “RESTAURANT INDUSTRY” IS PROVING ALL DEBATES IN THE
BIKE BIZ WRONG.
AND BY THE WAY, MOST ACCIDENTS OCCUR AT HOME, SO YOU BETTER EAT
AT A RESTAURANT…

12. THAT’S THE TRUTH, WHEN YOU DROP OF YOUR KID
AT KINDERGARTEN.
THAT’S THE TRUTH, WHEN YOU ARRIVE AT WORK.

14. THE GENERAL NARRATIVE DEVELOPS OUT OF MANY PIECES: FROM
EXPERIENCES PEOPLE MAKE, A BRANDS SELF-CONCEPT, EARLY
ATTRIBUTES ASSOCIATED WITH A BRAND, DISTORTED MEMORIES,
AND ANECDOTES FROM OTHERS AROUND THE BRAND.
THE RELEVANCE AND IMPORTANCE OF EACH PIECE OF THIS
NARRATIVE IS DEPENDING ON THE SETTING YOU CREATE. WHEN
YOU CHANGE THE FRAMEWORK YOU CHANGE THE MEANING OF IT.
IMPORTANT IS, THAT WE TAKE ACTION. THAT WE, AS A BRAND
STEWARD, PROACTIVELY TAKE ON THE ROLE OF A PLAYWRIGHT.
BECAUSE A BRAND IS THE SUM OF ALL STORIES WE CREATE,
INTENTIONALLY, BY ACCIDENT, OR BY OTHERS, IT IS IMPORTANT
THAT WE GET BACK IN THE DRIVER SEAT, THAT WE STEER THE
CONVERSATION. AND THAT WE FORCE A DIALOGUE WITH AND
LISTEN TO OUR AUDIENCE AND FANS.
IT’S ABOUT OWNERSHIP. AS A BRAND STEWARD IT’S NOT ENOUGH
TO JUST ADMINISTER THE STATUS QUO BUT ACTIVELY
PLAYWRITING A BRAND'S STORY FORWARD.
BECAUSE “A BRAND ISN’T WHAT YOU SAY IT IS, IT’S WHAT THEY
SAY IT IS.”
THE STORY BOOK WILL BE WRITTEN WITH OR WITHOUT YOU AS AN
AUTHOR.
HOW ARE YOU INFLUENCING AND STEERING THIS IDEA?
AND BE CERTAIN YOU KNOW WHAT TYPE OF STORY YOU WANT
YOUR AUDIENCE TO READ. ARE YOU CREATING A DRAMA, COMEDY
OR HORROR SCRIPT WITH YOUR BRAND?

16. YOUR CUSTOMERS DON’T
CARE ABOUT YOUR
COMPETITION.
STOP LOOKING FROM THE
INSIDE OUT OR YOU WILL
ALWAYS UNDER DELIVER.
START CHANGING YOUR
POINT OF VIEW OR YOU
WILL BECOME LESS
RELEVANT TO A LOT MORE
PEOPLE SOONER.

18. I AM WITH THE BOSS.
“SUSTAINING AN AUDIENCE IS
HARD, IT DEMANDS A
CONSISTENCY OF THOUGHT,
OF PURPOSE, AND OF ACTION
OVER A LONG PERIOD OF
TIME.” (BRUCE SPRINGSTEEN)
CONSISTENCY IS THE SECRET
INGREDIENT IN BRAND
BUILDING. I HOPE YOUR BOSS
KNOWS IT, TOO.

20. BUILDING A BRAND PARTNERSHIP IS A
DESIGN CHALLENGE.
THE DETAILS MAKE THE DESIGN, IF YOU WANT
TO CREATE SOMETHING THAT SCRATCHES
MORE THAN JUST THE SURFACE.
COLLABORATION IS A SHORTCUT TO CREATE
THINGS PEOPLE TRULY WANT.
I AM A FIRM BELIEVER IN BRAND
PARTNERSHIPS AND THE BUSINESS IMPACT IT
CREATES.
VERY HAPPY AND PROUD OF HOW FAR WE
HAVE COME IN THE "RAPHA X CANYON"
RELATIONSHIP TO DATE.
KUDOS TO BOTH TEAMS AND ALL THE EXTRA
HOURS FUELED BY PASSION AND BELIEVE.

22. IF YOU HAVE DISCOVERED THE
GREATER PURPOSE OF SPORT YOU
BECOME A GREATER LEADER IN
YOUR SPORT.
“SPORT IS SO AMAZING, WHAT IT
CAN DO FOR EVERYONE. NO
MATTER THE SHAPE, SIZE, WEIGHT,
ETHNICITY, RELIGION OR
WHATEVER - PEOPLE FIND TEAMS,
PLAYERS AND COLORS BECAUSE
OF SPORT. IT BRINGS PEOPLE
TOGETHER LIKE NON OTHER.”
LEBRON JAMES -
HTTP://BIT.LY/2HYFC2I

24. DON’T WORK ON MAKING EVERYONE FALL
IN LOVE WITH YOUR BRAND.
WORK ON MAKING EVERYONE CARE ABOUT
YOUR BRAND.
THATS WAY MORE IMPORTANT AND MORE
EFFECTIVE. BE CONFIDENT, BE BOLD.
THERE WILL ALWAYS BE HATERS AND
THAT’S OK. IT'S NOT A WEAKNESS.
THERE NEEDS TO BE CRITICS AND NEGATIVE
ENERGY AROUND YOUR BRAND.
IT IS ABSOLUTELY NECESSARY OR YOU
BECOME NOT VERY COMPELLING TO
ANYONE.
PEOPLE NEED TO ACTIVELY CHOOSE
YOUR BRAND. THEY NEED TO FEEL THIS
IMMEDIATE EMOTIONAL CONNECTION.
IT WILL MORE LIKELY MAKE THOSE TO
LIFELONG FANS AND STRONG ADVOCATES.
NEVER LOSE YOUR EDGE, NEVER AVOID
CONTROVERSY, STAY TRUE AND YOU WILL
GAIN TRACTION.
IT WILL HELP SALES, RETENTION
AND RECOMMENDATIONS.

26. SO MANY TIMES THAT I COMPARE US
TO A SPORTS TEAM.
THERE IS GREAT INSPIRATION AND
LEARNING IN PROFESSIONAL
SPORTS.
EVERYTHING FROM AN ATHLETES
M I N D S E T, D E D I C A T I O N ,
PREPARATION, TIMING, SUFFERING,
FOCUS, LEADERSHIP, SETBACKS,
COMEBACKS, LIST GOES ON AND
ON.
JUST ONE THING STRUCK ME TODAY.
TRAINING CAMP IS CRUCIAL IN
SPORTS. IT’S AN IMPERATIVE.
EVEN MORE WHEN YOU NEED TO
PERFORM AS A TEAM.
NO CAMP, NO PREPARATION -
THAT’S CALLED UNPROFESSIONAL.
THAT’S GIVING UP BEFORE YOUR
SEASON HAS EVEN STARTED.
BUT THERE IS NO TRAINING CAMP
SCHEDULED IN MY CORPORATE
CALENDAR? WHY? WHY ISN'T THERE
A TRAINING CAMP IN BUSINESS?
I LIKE TO BE BEST PREPARED. I LIKE
TO WORK HIGHLY PROFESSIONAL.
I LIKE TO TAKE RESPONSIBILITY.
AND I LIKE TO WIN.
MAYBE YOU ARGUE “THERE IS
NO OFFSEASON” IN BUSINESS.
MAYBE YOU THINK YOUR TEAM
OFFSITE, WORKSHOP, SAP TRAINING
OR STRATEGY SESSION IS ENOUGH
TRAINING CAMP. MAYBE YOU SAY
“I HAD MY TRAINING CAMP WHEN
I WAS IN SCHOOL” - BUT THAT’S
NOT IT.
EVEN THE BEST RIDERS AND
PLAYERS HAVE COACHES. AND THEY
TAKE TIME FOR TRAINING CAMP
EVERY YEAR OF THEIR CAREER.
LOOKS LIKE, I AM MISSING AN
IMPORTANT PIECE IN MY CALENDAR
THAT’S CRUCIAL IN AN ATHLETES
SCHEDULE.
I LOVE SPORT.

28. “THE LOST PURPOSE” - MY RIDE TOOK
ME ALONG THIS TENNIS COURT TODAY.
YOU CAN BE THE BEST PLAYER IN THE
WORLD.
YOU CAN TRY AS HARD AS YOU WANT.
THIS COURT WILL NO LONGER ALLOW
YOU TO PLAY YOUR BEST TENNIS.
IT HAS LOST ITS REASON FOR BEING.
IF YOUR BRAND HAS A TRUE
PURPOSE, TAKE GOOD CARE OF IT.
NEVER LET IT OVERGROW.
IT WILL ENABLE YOU TO PLAY YOUR
BEST TENNIS.
SEASON AFTER SEASON.

30. THAT'S ONE OF THE REASONS,
WHY INNOVATION COMES
MOSTLY FROM THE OUTSIDE.
BUT INNOVATION IS KEY,
SOMEONE IS WORKING 24-7
TRYING TO TAKE ALL YOUR
MARKET SHARE AWAY FROM
YOU.
THE BIG CHALLENGE FOR ALL
OF US, “BE INSIDE AND THINK
OUTSIDE”.
MORE THAN ANYTHING, THIS IS
A NOTE TO MYSELF, BUT WORTH
SHARING:
BE INSIDE AND THINK OUTSIDE.
ROCK THE BOAT TO KEEP IT
AFLOAT.
FACT #1:
INNOVATION
REQUIRES
COURAGE,
DETERMINATION,
AND THE GUTS TO
TELL THE TRUTH
FACT #2:
WHILE AUDIENCES
WILL REWARD
GUTS,
CORPORATIONS
USUALLY DON’T.

31. HAPPY IS HEALTHY.
A BRAND THAT SHOWS
A SENSE OF HUMOR IS SEEN
AS MORE FEARLESS,
COMPETENT AND CAPABLE.
ENTERTAINING YOUR AUDIENCE
WILL PUSH YOUR STATUS,
INCREASE YOUR INFLUENCE
AND OVERALL VALUE.
HAPPY FRIDAY EVERYONE! DO
SOMETHING.

32. A STRONG BUSINESS IS DOING
SOMETHING BETTER THAN ITS
COMPETITION.
A STRONG BRAND IS DOING
SOMETHING BETTER ::: AND:::
DIFFERENT.
DESIGN A STRATEGY THAT SETS
YOU APART FROM THE REST :::
AND::: IMPROVE OPERATIONAL
EXCELLENCE
YOU NEED TO DO BOTH TO MASTER
THE GAME THAT YOU'RE IN.
STRONG BRANDS WILL OUTPACE
GOOD PERFORMING BUSINESSES.

34. DOES YOUR BRAND CREATE WITH AN OPEN KITCHEN?
I PREFER RESTAURANTS WITH AN OPEN KITCHEN.
A TRUE MASTER DOESN’T SHY AWAY. THERE IS CONFIDENCE
AND PROUDNESS WHEN YOU PUT CRAFTSMANSHIP, ARTISTRY
AND LOGIC TO WORK AND CREATE PURE TASTY MAGIC.
FROM MY POINT OF VIEW, AN OPEN KITCHEN BUILDS TRUST
AND BELIEVE: INTO THE ESTABLISHMENT, THE CHEF AND HIS
TEAM, ALL INGREDIENTS, AND THE PREPARATION OF FRESH
FOOD. IT CREATES A MORE INCLUSIVE FEEL AND I GET A
SENSE OF BELONGING. IT TRULY ADDS TO THE EXPERIENCE
AND THE EVENT.
HOW MUCH OF THAT HAPPENS IN OUR FIELD OF EXPERTISE?
DOES YOUR BRAND CREATE AND BUILD WITH AN OPEN
KITCHEN ETHOS?
==
ONE OF MY ALL TIME FAVORITE DOCUMENTARIES IS “JIRO
DREAMS OF SUSHI” - A SUSHI BAR IS PROBABLY THE MOST
GENUINE AND HONEST FORM OF AN OPEN KITCHEN. THIS IS A
MEMORABLE PORTRAIT OF A MAN AND HIS ART. A FILM SO
RICH IN VALUABLE CONTENT, YOU CAN W
ATCH IT A FEW TIMES. JUST LISTEN AND STAY HUMBLE.
HTTP://BIT.LY/2LWLW8V

36. NEVER UNDERESTIMATE THE
POWER OF COMPANY CULTURE.
THERE IS A WHOLE WEEK IN
FRONT OF YOU TO BUILD,
BOOST OR START CHANGING IT.
IT’S IMPORTANT, IT’S YOUR
COMPETITIVE EDGE,
YOUR DIFFERENTIATOR,
YOUR BOTTOM LINE.
NEVER UNDERESTIMATE HOW
MUCH IT TAKES. ALWAYS
REMEMBER, IT’S A FULL-TIME
JOB AND IT’S EVERYONES JOB.
YOU CANNOT BUILD IT BY
YOURSELF. CRUNCH TIME
BEFORE LUNCH TIME.

37. THANK
YOU