The fourth edition of the Purple Goldfish Minibuk. It explores how the little things make the biggest difference in customer experience. For more information about keynotes and workshops by Stan Phelps, reach out to stan@purplegoldfish.com or call +1.919.360.4702.
Purple Goldfish minibuk: Little Things Can Make the Biggest Difference in Bus...Stan Phelps
This minibuk talks about the concept of a Purple Goldfish and uncovers the 12 ways to win customers and influence word of mouth.
Lagniappe - send me an email at stan@purplegoldfish.com and I'll send you a physical copy.
Golden Goldfish - Taking Care of Your Most Important Customer and EmployeesStan Phelps
All customers and employees are not created equal. You don't treat everyone the same, you treat everyone fairly. This is the law of the vital few and the trivial many according to Dr. Joseph Juran. This slideshare examines the third book in the Goldfish Series, the Golden Goldfish.
The Importance of Communication when Sampling Owen Crisp
Sampling is the most effective marketing tool a business can use. However most including Costco and Starbucks neglect to communicate when providing a sample, so all is lost and money is wasted.
Discover how a simple message in this most effective of tools can deliver immediate feedback
Does your holiday marketing need some help? We will show you how to highjack your customers' brains and earn more this holiday season. Check out these 7 psychological principals and examples of how other companies have used them in their holiday marketing campaigns.
Purple Goldfish minibuk: Little Things Can Make the Biggest Difference in Bus...Stan Phelps
This minibuk talks about the concept of a Purple Goldfish and uncovers the 12 ways to win customers and influence word of mouth.
Lagniappe - send me an email at stan@purplegoldfish.com and I'll send you a physical copy.
Golden Goldfish - Taking Care of Your Most Important Customer and EmployeesStan Phelps
All customers and employees are not created equal. You don't treat everyone the same, you treat everyone fairly. This is the law of the vital few and the trivial many according to Dr. Joseph Juran. This slideshare examines the third book in the Goldfish Series, the Golden Goldfish.
The Importance of Communication when Sampling Owen Crisp
Sampling is the most effective marketing tool a business can use. However most including Costco and Starbucks neglect to communicate when providing a sample, so all is lost and money is wasted.
Discover how a simple message in this most effective of tools can deliver immediate feedback
Does your holiday marketing need some help? We will show you how to highjack your customers' brains and earn more this holiday season. Check out these 7 psychological principals and examples of how other companies have used them in their holiday marketing campaigns.
Less Cow, More Cowbell in Business: The Pink Goldfish Book Executive SummaryStan Phelps
Pink Goldfish is not your ordinary business book. It aims to change the paradigm of how we fundamentally go about positioning our products/services and think about customer experience. Companies need to stand out in a crowded marketplace, but true differentiation is increasingly rare. Based on over 200 case studies, Pink Goldfish provides an unconventional seven-part framework for achieving competitive separation by embracing flaws, instead of fixing them. This executive summary outlines the Top Five takeaways from the book and the F.L.A.W.S.O.M. framework.
PAUS 3211 students,I think this is a pretty decent piece havin.docxherbertwilson5999
PAUS 3211 students,
I think this is a pretty decent piece having to do with relationships and career, so am taking the liberty of passing along. It was in a 1995 issue of "Fast Company," a magazine I really like that deals with all kinds of workplace issues. Check it out at fastcompany.com
For those of you who are burdened with bouts with low self-esteem, wonder what you have to offer others, or otherwise are plagued by too many periods of self-doubt, this little piece may help you see how wrong you are.
Bill Kahnweiler
Finding Your Currency
by Keith Ferrazzi| Fast Company, January 1995
If giving of yourself is crucial to building successful relationships, then the next question to answer is "What do I have to give?"
"What if I don't have much to offer?" You know, I'm shocked and a bit sad by the number of people who ask that when I explain that to build strong relationships -- the kind that will consistently grow sales, boost your career, or just pack your social calendar -- you have to give, give, give, and not keep score .
So, I'm here to slap some of that "not enough" thinking out of you. Everybody has a currency to give, or some capacity to help somebody else fulfill their mission or vision of themselves in some way. Trust me on this point: I've seen some pretty low thresholds for what counts as currency.
Jokes can be a currency. If you can make people laugh, you're helping them have a good time, and they'll be more up for doing business or hanging out with you. Heck, sometimes just being someone empathetic or decent to talk with is a currency in the right (or wrong) environment. Yet, I'm confident that you possess currencies much stronger and much more abundant than these simple examples. You've just got to know how to find them, something even I struggled to do for a while.
As a rookie consultant at Deloitte, straight after graduating from business school, I had a pretty rough time. Let's just say that my first annual performance review was not sparkling. But, my supervisors and mentors knew that what I lacked in Excel wizardry (the skill set I was hired for), I more than made up for with my strategic insight and talent for building relationships with senior clients. So they created a new job for me, and I made a lot more money for all of us using my unique currency.
Since then, while I have made my living using my marketing and sales skills, I've always been aware of my biggest currency. No, it's not my amazing wit and absolutely stunning good looks. It is my capacity to contribute to the success of people in my network by introducing them to other people in my network for mutual gain. It happens every day.
Often our most valuable currencies are things we do that seem as natural as breathing -- natural to us, but to others, these skills are a real rarity! If you know tax law, that's a currency to a lot of us. Can you get someone upgraded at the NY hotel that your brother manages? That's a currency too. Perhaps it's somethi.
Diamond Goldfish Book Preview SlideshareStan Phelps
How to Excel Under Pressure & Thrive in the Game of Business. Book is coming January 17, 2020 on Amazon. For more information on bulk buys or booking Stan, Travis or Tony for a keynote or a workshop, reach out stan@purplegoldfish.com or call +!.919.360.4702
Diamond Goldfish MiniBük - Excel Under Pressure and Thrive in the Game of Bus...Stan Phelps
The Diamond Goldfish is about sales and managing client relationships. Co-authored with Travis Carson and Tony Cooper, it is based on the Diamond Rule and it is powered by Market Force principles.
Here's a thumbnail of the minibük:
The beginning shares a story about Andre Agassi and Boris Becker. It illuminates the need to see things with a new set of eyes and that "little things" can make a big difference.
- We share the evolution of the Diamond Rule and the metaphor of the Goldfish.
- We then explore our human biology, examine the impact of pressure and uncover the four behavioral styles (Control, Influence, Power and Authority).
- We provide an overview of how the book explores each stage of the sales process using Market Force principles.
The last section explains the How. Here we share the process of leveraging the Diamond Rule. We’ll uncover how to M.I.N.E. for diamonds with a four-step process.
We conclude with the five biggest takeaways from the book.
Small Business BC seminar and webinar presentation is about planning and crafting a crucial part of the blue print of the overall business plan including what items to prepare for a meeting with a prospective retail customer.
Thinking:People are doing it wrong! Digital Elite Camp presentation. How cognitive biases and mental heuristics help to sell more. https://www.dreamgrow.com/thinking-cognitive-biases-in-sales-and-marketing/
Mr Ken Varga recently surveyed thousands of business owners to find out what was in their way of generating more revenue. Then he spent several days categorizing the information to make it useful to them and to business owners like you.
I edited a Tom Peters sales slide deck to shorten it and emphasize what I present on. Need a sales trainer for your cable or phone company? Give our office a call! http://rad-info.net
How to Turn Your Adversaries into Profitable AlliesSua Truong
How to Create Ambassadors Out of Your Competitors :
5 Steps to Marketing the Contrarian Way
In this upcoming workshop, I’m going to share with you the simple, yet unconventional inspiration that allowed me to make an extra $26,000 of revenue in my first week of implementing it. All derived directly from the customers that my competitor was eager to give me.
Here are some of the success stories from people that have used my teaching:
- Winona R. made $9,125 on her first referral from one of her competitor. That same referral source has now sent her another client that will bring her an extra $16,000.
- Adam C. received $4,800 from using what I taught him in the first week.
- Jason C. went directly to his largest competitor and within 3 weeks, negotiated a major contract. Today, he has garnered two more deals from that same competitor.
Want your share of the pie? This one day course is all about getting other businesses in your industry to champion your product and become a lead generating machine, for you! Best of all, you’ll be learning how to leverage their trusted reputation to convert those leads into CASH nearly 100% of the time.
This workshop will be available again at a future date. Details and inquiries, please visit http://www.suatruong.com/home/partnership/coaching/
Learn The Art of Marketing Success by Studying The Rich and Famous!Uzzal Hossain
Popularity may be momentary, but it may likewise be a magic experience as the individual in the foreground. Whether walking the red carpet, issuing in respected and important magazines or getting in the records, getting noted calls for forbearance and strategy.
Celebrities use all sorts of methods to one extent or another to stay on top of their game… You can use them too.
What if I can offer you a solution that will help you to attain greatness, to become a success and learn about the best ways to get noticed?
What I learned by examining 5,000 business case studies?Stan Phelps
What did I learn by examining 5,000 business case studies?
"Black Goldfish" is the culmination of all my work over the last decade. A journey that has included 12 coauthors and 16 Goldfish books.
Here are 10 takeaways from the upcoming book that will launch on 2.22.22:
1. There is one word that comes from New Orleans that epitomizes the need to exceed customer expectations. That word is lagniappe. It is a Creole word meaning “the gift” or “to give more.” It is a signature personal touch by the business that creates differentiation and promotes word of mouth.
2. In business, price is what you pay. And price is only relevant to the value received. Value is what you get. Maintenance represents the business processes you are subjected to. The effort you need to make during an experience. The combination of value and maintenance nets out to be about a feeling.
3. An engaged workforce is key. Because value is created in the last two feet of a transaction—the space between the employee and the customer.
4. Not all of your customers and employees are created equal. Know your "vital few."
5. Companies that have a strong, defined purpose find that it drives employee engagement, connects with customers, and fuels the bottom line.
6. It’s easy to follow the crowd. It feels safe. But it’s not. Successful brands stick out. They are unusual. Don’t apologize for your flaws and don’t try to fix them. Instead, exploit your imperfections.
7. There is no black and white approach to leadership. There isn’t a clear-cut path to becoming a great leader. You have to use a variety of techniques to overcome challenges and get the most from five generations of employees.
8. Business is a game. And the key to winning in sales is managing relationships and minimizing pressure.
9. In the words of George Bernard Shaw, “The single biggest problem in communication is the illusion that it has taken place.” Communication occurs when your audience can repeat your message in their language.
10. Your brand today is no longer what you tell people it is. It is the differentiated experience your employees deliver. It is what you stand for and how your customers feel. And most importantly, your brand is what your customers and employees tell others about their experience. All else is derivative of this and only this.
To quote Alecia Beth Moore (aka P!NK), "That's all I know, that's all I know so far."
More Related Content
Similar to Purple Goldfish - Little Things Make The Biggest Difference Minibuk
Less Cow, More Cowbell in Business: The Pink Goldfish Book Executive SummaryStan Phelps
Pink Goldfish is not your ordinary business book. It aims to change the paradigm of how we fundamentally go about positioning our products/services and think about customer experience. Companies need to stand out in a crowded marketplace, but true differentiation is increasingly rare. Based on over 200 case studies, Pink Goldfish provides an unconventional seven-part framework for achieving competitive separation by embracing flaws, instead of fixing them. This executive summary outlines the Top Five takeaways from the book and the F.L.A.W.S.O.M. framework.
PAUS 3211 students,I think this is a pretty decent piece havin.docxherbertwilson5999
PAUS 3211 students,
I think this is a pretty decent piece having to do with relationships and career, so am taking the liberty of passing along. It was in a 1995 issue of "Fast Company," a magazine I really like that deals with all kinds of workplace issues. Check it out at fastcompany.com
For those of you who are burdened with bouts with low self-esteem, wonder what you have to offer others, or otherwise are plagued by too many periods of self-doubt, this little piece may help you see how wrong you are.
Bill Kahnweiler
Finding Your Currency
by Keith Ferrazzi| Fast Company, January 1995
If giving of yourself is crucial to building successful relationships, then the next question to answer is "What do I have to give?"
"What if I don't have much to offer?" You know, I'm shocked and a bit sad by the number of people who ask that when I explain that to build strong relationships -- the kind that will consistently grow sales, boost your career, or just pack your social calendar -- you have to give, give, give, and not keep score .
So, I'm here to slap some of that "not enough" thinking out of you. Everybody has a currency to give, or some capacity to help somebody else fulfill their mission or vision of themselves in some way. Trust me on this point: I've seen some pretty low thresholds for what counts as currency.
Jokes can be a currency. If you can make people laugh, you're helping them have a good time, and they'll be more up for doing business or hanging out with you. Heck, sometimes just being someone empathetic or decent to talk with is a currency in the right (or wrong) environment. Yet, I'm confident that you possess currencies much stronger and much more abundant than these simple examples. You've just got to know how to find them, something even I struggled to do for a while.
As a rookie consultant at Deloitte, straight after graduating from business school, I had a pretty rough time. Let's just say that my first annual performance review was not sparkling. But, my supervisors and mentors knew that what I lacked in Excel wizardry (the skill set I was hired for), I more than made up for with my strategic insight and talent for building relationships with senior clients. So they created a new job for me, and I made a lot more money for all of us using my unique currency.
Since then, while I have made my living using my marketing and sales skills, I've always been aware of my biggest currency. No, it's not my amazing wit and absolutely stunning good looks. It is my capacity to contribute to the success of people in my network by introducing them to other people in my network for mutual gain. It happens every day.
Often our most valuable currencies are things we do that seem as natural as breathing -- natural to us, but to others, these skills are a real rarity! If you know tax law, that's a currency to a lot of us. Can you get someone upgraded at the NY hotel that your brother manages? That's a currency too. Perhaps it's somethi.
Diamond Goldfish Book Preview SlideshareStan Phelps
How to Excel Under Pressure & Thrive in the Game of Business. Book is coming January 17, 2020 on Amazon. For more information on bulk buys or booking Stan, Travis or Tony for a keynote or a workshop, reach out stan@purplegoldfish.com or call +!.919.360.4702
Diamond Goldfish MiniBük - Excel Under Pressure and Thrive in the Game of Bus...Stan Phelps
The Diamond Goldfish is about sales and managing client relationships. Co-authored with Travis Carson and Tony Cooper, it is based on the Diamond Rule and it is powered by Market Force principles.
Here's a thumbnail of the minibük:
The beginning shares a story about Andre Agassi and Boris Becker. It illuminates the need to see things with a new set of eyes and that "little things" can make a big difference.
- We share the evolution of the Diamond Rule and the metaphor of the Goldfish.
- We then explore our human biology, examine the impact of pressure and uncover the four behavioral styles (Control, Influence, Power and Authority).
- We provide an overview of how the book explores each stage of the sales process using Market Force principles.
The last section explains the How. Here we share the process of leveraging the Diamond Rule. We’ll uncover how to M.I.N.E. for diamonds with a four-step process.
We conclude with the five biggest takeaways from the book.
Small Business BC seminar and webinar presentation is about planning and crafting a crucial part of the blue print of the overall business plan including what items to prepare for a meeting with a prospective retail customer.
Thinking:People are doing it wrong! Digital Elite Camp presentation. How cognitive biases and mental heuristics help to sell more. https://www.dreamgrow.com/thinking-cognitive-biases-in-sales-and-marketing/
Mr Ken Varga recently surveyed thousands of business owners to find out what was in their way of generating more revenue. Then he spent several days categorizing the information to make it useful to them and to business owners like you.
I edited a Tom Peters sales slide deck to shorten it and emphasize what I present on. Need a sales trainer for your cable or phone company? Give our office a call! http://rad-info.net
How to Turn Your Adversaries into Profitable AlliesSua Truong
How to Create Ambassadors Out of Your Competitors :
5 Steps to Marketing the Contrarian Way
In this upcoming workshop, I’m going to share with you the simple, yet unconventional inspiration that allowed me to make an extra $26,000 of revenue in my first week of implementing it. All derived directly from the customers that my competitor was eager to give me.
Here are some of the success stories from people that have used my teaching:
- Winona R. made $9,125 on her first referral from one of her competitor. That same referral source has now sent her another client that will bring her an extra $16,000.
- Adam C. received $4,800 from using what I taught him in the first week.
- Jason C. went directly to his largest competitor and within 3 weeks, negotiated a major contract. Today, he has garnered two more deals from that same competitor.
Want your share of the pie? This one day course is all about getting other businesses in your industry to champion your product and become a lead generating machine, for you! Best of all, you’ll be learning how to leverage their trusted reputation to convert those leads into CASH nearly 100% of the time.
This workshop will be available again at a future date. Details and inquiries, please visit http://www.suatruong.com/home/partnership/coaching/
Learn The Art of Marketing Success by Studying The Rich and Famous!Uzzal Hossain
Popularity may be momentary, but it may likewise be a magic experience as the individual in the foreground. Whether walking the red carpet, issuing in respected and important magazines or getting in the records, getting noted calls for forbearance and strategy.
Celebrities use all sorts of methods to one extent or another to stay on top of their game… You can use them too.
What if I can offer you a solution that will help you to attain greatness, to become a success and learn about the best ways to get noticed?
Similar to Purple Goldfish - Little Things Make The Biggest Difference Minibuk (20)
What I learned by examining 5,000 business case studies?Stan Phelps
What did I learn by examining 5,000 business case studies?
"Black Goldfish" is the culmination of all my work over the last decade. A journey that has included 12 coauthors and 16 Goldfish books.
Here are 10 takeaways from the upcoming book that will launch on 2.22.22:
1. There is one word that comes from New Orleans that epitomizes the need to exceed customer expectations. That word is lagniappe. It is a Creole word meaning “the gift” or “to give more.” It is a signature personal touch by the business that creates differentiation and promotes word of mouth.
2. In business, price is what you pay. And price is only relevant to the value received. Value is what you get. Maintenance represents the business processes you are subjected to. The effort you need to make during an experience. The combination of value and maintenance nets out to be about a feeling.
3. An engaged workforce is key. Because value is created in the last two feet of a transaction—the space between the employee and the customer.
4. Not all of your customers and employees are created equal. Know your "vital few."
5. Companies that have a strong, defined purpose find that it drives employee engagement, connects with customers, and fuels the bottom line.
6. It’s easy to follow the crowd. It feels safe. But it’s not. Successful brands stick out. They are unusual. Don’t apologize for your flaws and don’t try to fix them. Instead, exploit your imperfections.
7. There is no black and white approach to leadership. There isn’t a clear-cut path to becoming a great leader. You have to use a variety of techniques to overcome challenges and get the most from five generations of employees.
8. Business is a game. And the key to winning in sales is managing relationships and minimizing pressure.
9. In the words of George Bernard Shaw, “The single biggest problem in communication is the illusion that it has taken place.” Communication occurs when your audience can repeat your message in their language.
10. Your brand today is no longer what you tell people it is. It is the differentiated experience your employees deliver. It is what you stand for and how your customers feel. And most importantly, your brand is what your customers and employees tell others about their experience. All else is derivative of this and only this.
To quote Alecia Beth Moore (aka P!NK), "That's all I know, that's all I know so far."
The Great Resignation - The Top 10 Reason Employees Are QuittingStan Phelps
Why "The Great Resignation?" The Top 10 reasons why employees are quitting at record levels.
Nearly 3% of the workforce quit their jobs in October. That's over 4 million resignation letters. And it is just shy of the record set the month before.
Here are the top 10 contributing reasons and 3 factors that I believe are negligible…
1. Horrible Bosses - 70% of workers who voluntarily resign don't quit their job... they quit their boss.
Here was a comment from the CEO of SHRM Johnny C. Taylor, Jr.,
“People don't leave jobs, they leave bad managers and bad cultures. The pandemic has shown many of us what truly matters, and what truly matters is PEOPLE. Employees want to feel valued and appreciated. They want to feel like they belong. And it's time for workplace leaders to step up.”
2. Lack of freedom - Many workers have been remote over the last two years. They've gotten used to work-from-home. Namely less stress and greater flexibility. Now many are being mandated to go back to the office.
3. Friends - According to Gallup, “Those who [have a best friend at work] are seven times as likely to be engaged in their jobs." The pandemic has weakened work relationships.
4. Peer Pressure - You can't discount the "knock-on" effect of job-hopping. All of a sudden you start seeing coworkers or friends quitting in droves. You begin to question it yourself.
5. Generational - Millennials and GenZ are now the vast majority of workers. They don't see work the same way as previous generations. Job hopping isn't a black mark any longer.
6. Mo' Money - In the words of Ray DuBeau Jr., "Money is the conduit that allows people to live their lives. Companies and industries that are offering above-market rates aren't experiencing the great resignation."
7. Start-Up Boom - Americans started 4.3 million businesses last year, a 24% increase from the year before and by far the most in the 15 years that the government has kept track. Applications are on a pace to be even higher this year.
8. Childcare - lack of it has forced workers, particularly women, from reentering the workforce.
9. Upskilling - According to Lon Graham, “During the pandemic, a lot of people enrolled in online classes, online training, and other skill-building activities. The one's who did are now worth more to the marketplace and are leaving current jobs for the jobs they qualified themselves to get.”
10. Purpose - According to Margarita Andryushenko, “If an employee doesn’t feel like they’re making a difference or if the work they are doing actually matters, that’s a big deal-breaker right there. People want to feel connected and important to the work they’re doing.”
... and 3 reasons that aren't valid in my view: Vaccine Mandates, Handouts, and Gig Work.
What other factors are contributing? Please share in the comments.
Coming to a city near you this summer. David Rendall and I will be traveling the country to promote the launch of P!NK GOLDF!SH 2.0 - DEFY NORMAL & EXPLOIT IMPERFECTION.
Here is our current route:
JULY 5 - RALEIGH (Book launch)
JULY 6 - CHARLOTTE/ASHEVILLE
JULY 7 - NASHVILLE
JULY 8 - MEMPHIS
JULY 9 - NEW ORLEANS
JULY 10 - NEW ORLEANS
JULY 11 - AUSTIN
JULY 12 - AUSTIN
JULY 13 - DALLAS
JULY 14 - OKC
JULY 15 - ALBUQUERQUE
JULY 16 - PHOENIX
JULY 17 - PHOENIX
JULY 18 - PHOENIX
JULY 19 - PHOENIX
JULY 20 - LOS ANGELES
JULY 21 - LOS ANGELES
JULY 22 - SAN FRAN
JULY 23 - SAN FRAN
JULY 24 - PORTLAND
JULY 25 - PORTLAND
JULY 26 - SEATTLE
JULY 27 - SEATTLE
JULY 28 - BOISE
JULY 29 - SALT LAKE
JULY 30 - DENVER
JULY 31 - DENVER
AUG 1 - OMAHA/LINCOLN
AUG 2 - MILWAUKEE
AUG 3 - CHICAGO
AUG 4 - CHICAGO
AUG 5 - DETROIT
AUG 6 - DETROIT
AUG 7 - DETROIT
AUG 8 - CLEVELAND/CINCINNATI
AUG 9 - PITTSBURGH
AUG 10 - NEW YORK
AUG 11 - PHILLY/DC
AUG 12 - NORFOLK
Interested in hosting us for a keynote, workshop, or book signing?
Let’s talk.
What do you compete on in business? Price or experience?Stan Phelps
What do you compete on? Rewind 17 years and I'm heading up Marketing & Events for the PGA Merchandise Show. That's when I met Rick Summers. Rick is the CEO of PGA Magazine.
He's an extremely smart guy and a successful entrepreneur. Every once in a while Rick would share an article or a book recommendation. One day he shared a cartoon. I wish I would have saved it, but I've recreated it below.
The cartoon showed a handful of coffee shops in succession. The message was simple. Competing on price is pointless. It is a bloody race to the bottom. You need to think differently.
That's exactly what Starbucks did in the coffee business. They shook up the status quo and built their brand primarily through experience.
A decade ago, Gartner reported that 36% of business leaders saw customer experience as the number one thing they’ll compete on. That number is now upwards of 90%. Customer experience is the new battlefield. [Pat Benatar could not be reached for comment]
Takeaway - If all you do is focus on price, then you are setting yourself up to become a commodity. Smart brands will find ways to add signature value to their experiences, enhancing differentiation and giving customers a reason to share their own stories about brands.
Move over Cinco de May, May 5th is Five by Five DayStan Phelps
Five by Five is a military term for "Loud and Clear." It is the goal of every great speaker and communicator. This deck share the background of why May 5th is "Five by Five" day and it share one of the best speaking/presenting tips from the book "Silver Goldfish."
"You need something different, and distinct, and memorable. If you want more stories told about you, you need to be worthy of a story." This is my favorite quote from the Foreword to "Pink Goldfish 2.0 - Defy Normal and Exploit Imperfection" by Jay Baer.
You can read the entire Foreword in the carousel post below.
Here are a few other memorable quotes from Jay:
"The fact is that all human beings ignore what is average, and discuss what is different."
"Because after consulting with more than 700 organizations, I have found it to be exceedingly difficult to find lasting success in business without meaningful differentiation."
"You have to stand out in a way that is noticeable enough to create a tsunami of stories about that differentiator."
I am huge fan of Jay's work. If you haven't picked up YOUtility, Hug Your Haters, or Talk Triggers, you should. There is a reason Jay is in both the Word of Mouth and Speaking Hall of Fames.
David Rendall and I are honored he wrote the Foreword. We're excited for the launch on July 5, 2021.
Employee Engagement Matters - Green Goldfish 2.0 Top 11 TakeawaysStan Phelps
"Satisfied employees lead to satisfied customers. Long-term employees lead to long-term relationships with customers." Employee Engagement Matters. This is one of 11 takeaways from the book Green Goldfish 2.0, co-authored with Lauren McGhee.
Here's a handful of others:
NEED TO GO BEYOND DOLLARS
Studies show financial compensation is not a strong long-term motivator for employees. Money can be more of a hindrance than a help.
LEADERS CREATE THE EXPERIENCE
As many as 75% of employees voluntarily leaving jobs don’t quit their jobs … they quit their bosses.
CARING COUNTS IN LARGE AMOUNTS
Of 75 possible drivers of engagement, the ONE that was rated as the most important was the extent to which employees believed that their senior management had a sincere interest in their well-being.
HEED THE 3B's OF BUILD, BELONG, AND BECOME
Green Goldfish fall into three categories:
Building: Creating a stable environment where people can thrive
Belonging: Enabling high functioning teams and recognizing their efforts
Becoming: Empowering employees to learn, give back and take control of their destiny
START SMALL, START NOW
Start small when adding a signature extra and add more gradually. The best brands are those that boast a whole school of Green Goldfish.
Rethinking Marketing - Purple Goldfish 2.0 Top 11 TakeawaysStan Phelps
Are you ready to rethink marketing? Here are 11 takeaways from the book Purple Goldfish 2.0:
1. Your brand is no longer just what you tell people it is. It's what your customer experiences, how they feel, and most importantly, what they tell others about their experience.
2. There is no such thing as just meeting customer expectations.
3. Experience design is the next frontier of marketing and brand building.
4. Marketing is about being so remark-able that people can't just help but talk about you.
5. Going forward, marketing will be about achieving customer-getting distinction by differentiating what you do and how you operate.
6. Over-deliver on the things that are valued by your customers and create signature elements of added value.
7. Take care of the customers you have . . . they'll bring you the customers you want.
8. The majority of how we judge others and brands comes down to warmth and competence.
9. Lagniappe is the idea of doing a little something extra. They are signals that honor the relationship with your customer.
10. Purple Goldfish is any time a business purposely goes above and beyond to add value or reduce effort.
11. You have to give your customers something to talk about.
Pink Goldfish Strengths and Weaknesses AssessmentStan Phelps
Do you really understand your organizational strengths and weaknesses in order to stand out in the marketplace? In the words of Youngme Moon, "The number of companies who are truly able to achieve competitive separation is depressingly small.”
Only about 3% of individuals and organizations have the ability to think and act differently. It's because companies tend to define their strengths and weaknesses using the same measurements and standards as their competitors. This leads to homogeneity, not differentiation. When everyone is trying to build on the same strengths and eliminate the same weaknesses, all companies start to look the same.
It's time to reassess weakness. Your organization’s weaknesses are important clues to your most powerful strengths. In the words of my Pink Goldfish coauthor David Rendall, "What makes us weak can also make us strong.”
I challenge you to take the assessment below and see where your strengths and weaknesses match up.
For example:
•Companies can be seen negatively as small and weak... or positively as quick and responsive.
•Products can be seen negatively as overpriced... or positively as luxurious.
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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4. CONTENTS
Tales from a NYC Rooftop.....................................1
Choose Your Path Wisely .......................................5
What’s Your Purple Goldfish..................................7
Why A Goldfish? .....................................................9
Why Purple?...........................................................13
12 Types of Purple Goldfish .................................17
Top 7 Key Takeaways............................................22
Books in the Goldfish Series.................................24
About The Author.................................................26
Keynotes and Workshops.....................................28
6. 1
TALES FROM A
NYC ROOFTOP
It was a summer evening back in 2009. I was in
New York City with a work colleague. Brad and I
were at a trendy rooftop bar. One of those places
where a bottle of beer is $14.
We were waiting to meet a few people before
heading over to a networking event. I noticed a
older gentleman sitting on his own for over 30
minutes. It was obvious that he was waiting for
someone. I decided to strike up a conversation
about waiting by offering my standard line:
“Do you know that we spend 10% of our life waiting?”
7. 2
I told him I knew it was true because I once read it
online. We laughed and started talking about the
etiquette of waiting. I stressed the importance of
being on time.
Right then this guy shook his head and said
something I’ll never forget:
“There is no such thing as being on time. Being on time
is a fallacy. You either are early... or you are late. No
one is ever on time. On time is a myth.”
This was a complete paradigm shift for me.
I immediately starting thinking about how
this applies to business and meeting customer
expectations. I’ve always thought that the idea
of meeting expectations was a surefire recipe for
losing business. It almost guarantees you will fall
short. It’s similar to playing prevent defense in
football. Prevent defense only prevents you from
doing one thing... winning.
8. 3
This new paradigm has only made it clearer for
me. Meeting expectations is the biggest myth in
business. Santa Claus, the Tooth Fairy and Meeting
Expectations. Kids cover your eyes and ears... they
are all myths.
In business you either fall below expectations or
you exceed them. There is no middle ground. It
bears repeating:
“There is no such thing as meeting expectations.”
In a world where 60-80% of customers describe
their customer satisfaction as satisfied or very
satisfied before going on to defect to other brands,
“meeting expectations” is no longer an option.
I went home that summer night and started
thinking about companies that purposely set out to
exceed the expectations of their customers.
9. 4
“Two roads diverged in a wood,
and I took the one less traveled by.
And that has made all the difference.”
- Robert Frost
10. 5
CHOOSE YOUR PATH WISELY
There are two paths that diverge in the corporate
woods. Many companies take the wide first path
and are happy with just meeting expectations.
Others consciously take the narrower and tougher
road deciding to go above and beyond to do more
than reasonably expected.
You can’t be all things to all people. Your strategy
defines which path you will take. Don’t get caught
in the mushy middle. It boils down to the simple
issue of meeting expectations. If all you want to do
is meet expectations, then you are setting yourself
up to become a commodity. If you are not willing
to differentiate yourself by creating valuable
experiences or little touches that go “above and
beyond” for your customer, you will languish in
the sea of sameness. Choose your path... wisely.
To under-deliver or over-deliver, that is the
question
11. 6
In today’s climate you need to stand out by
answering two important questions:
1. What makes you different?
2. Is that differentiator a signature element?
THE SEA OF SAMENESS
How do you stand out in a sea of sameness? What
is your one signature differentiator in customer
experience? Instead of being a “me too,” what
is the one special thing your company does that
is superior and distinctive in the eyes of your
customers? What is that little something extra that
is tangible, valuable and talkable? What do you
hang your hat on? How do you stand out from your
competition?
12. 7
WHAT’S YOUR
PURPLE GOLDFISH
A Purple Goldfish is any time a business purposely
goesaboveandbeyondtoprovidealittlesomething
extra. It’s a marketing investment back into your
customer base. It’s that unexpected surprise that’s
thrown in for good measure to achieve product
differentiation, drive retention and promote word
of mouth.
13. 8
NOTES
“The search for meaningful distinction is central to
the marketing effort. If marketing is about anything, it is
about achieving customer-getting distinction by
differentiating what you do and how you operate. All
else is derivative of that and only that.”
- Theodore “Ted” Levitt
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14. 9
WHY A GOLDFISH?
Let’s break down a Purple Goldfish into two parts:
FIRST THE GOLDFISH
The average goldfish is three inches, yet the largest
in the world is nearly 20 inches in size! That’s over
six times larger!!! Imagine walking down the street
and bumping into someone 30 feet tall.
How can there be such a disparity between a garden
variety goldfish and their monster cousins? It turns
out that the growth of the goldfish is determined
15. 10
by five factors. It is my belief that the growth of a
product or service is similar to that of a goldfish.
#1. Size of the Environment = The Market
GROWTH FACTOR: The size of the bowl or
pond.
RULE OF THUMB: Direct correlation. The larger
the bowl or pond, the larger the goldfish can grow.
The smaller the market, the lesser the growth.
#2. Number of other Goldfish = Competition
GROWTH FACTOR: The number of goldfish in
the same bowl or pond.
RULE OF THUMB: Inverse correlation. The more
goldfish, the less growth. The less competition, the
more growth opportunity.
#3. The Quality of the Water = The Economy
GROWTH FACTOR: The clarity and amount of
nutrients in the water.
16. 11
RULE OF THUMB: Direct correlation. The better
the quality, the larger the growth. The weaker the
economy or capital markets, the more difficult it is
to grow.
#4. How they’re treated in the first 120 days of
life = Start-up Phase / Launch
GROWTH FACTOR: The nourishment and
treatment they receive as a fry (baby goldfish).
RULE OF THUMB: Direct correlation. The lower
the quality of the food, water and treatment, the
more the goldfish will be stunted for future growth.
The stronger the leadership and capital as a start-
up, the better the growth.
#5. Genetic Make-up = Differentiation
GROWTH FACTOR: The genetic make-up of the
goldfish.
RULE OF THUMB: Direct correlation. The
poorer the genes or the less differentiated, the less
the goldfish can grow. The more differentiated the
17. 12
product or service from the competition, the better
the chance for growth.
Which of the five factors can you control?
Let’sassumeyouhaveanexistingproductorservice
and have been in business for more than four
months. Do you have any control over the market,
your competition or the economy? NO, NO and
NO. The only thing you have control over is your
business’ genetic make-up or how you differentiate
your product or service. In goldfish terms, how do
you stand out in a sea of sameness.
18. 13
WHY PURPLE?
PurpleisanodetoNewOrleansanditsmostfamous
event – Mardi Gras. It is a homage because there
is one word that comes from New Orleans that
epitomizes the concept of exceeding expectations.
A word that Mark Twain once said, “was worth
traveling to New Orleans to get.” The word is
Lagniappe. It is a Creole word meaning “the gift”
or “to give more.” Pronounced lan-yap, the practice
originated in Louisiana in the 1840′s. It was
commonplace for a merchant to give a customer
a little something extra at the time of purchase. It
is a signature personal touch by the business that
creates goodwill and promotes word of mouth.
For a little something extra, email your mailing
address to lagniappe@purplegoldfish.com and we’ll
send you a gift. The subject of your email should be
“give me something for lagniappe.”
According to Webster’s:
19. 14
LAGNIAPPE (lan‘y p, lăn-yăp‘) Chiefly Southern
Louisiana & Mississippi
1. A small gift presented by a store owner to a
customer with the customer’s purchase.
2. An extra or unexpected gift or benefit. Also
called boot. Etymology: Creole < Fr la, the + Sp
ñapa, lagniappe <
Quechuan yapa. Interesting fact- Napa comes from
yapa, which means “additional gift” in the South
American Indian language, Quechua, from the
verb yapay “to give more.”
ENTER SAMUEL LANGHORNE CLEMENS
Mark Twain was so smitten by the word that he
wrote about it in his book Life on the Mississippi:
We picked up one excellent word–a word worth
traveling to New Orleans to get; a nice limber,
expressive, handy word– “lagniappe.”
20. 15
They pronounce it lanny-yap. It is Spanish–
so they said. We discovered it at the head of
a column of odds and ends in the Picayune
[newspaper] the first day; heard twenty people
use it the second; inquired what it meant the
third; adopted it and got facility in swinging
it the fourth. It has a restricted meaning, but I
think the people spread it out a little when they
choose. It is the equivalent of the thirteenth roll
in a baker’s dozen. It is something thrown in,
gratis, for good measure.
The custom originated in the Spanish quarter of
thecity.Whenachildoraservantbuyssomething
in a shop–or even the mayor or the governor,
for aught I know–he finishes the operation by
saying– ‘Give me something for lagniappe.’ The
shopman always responds; gives the child a bit of
licorice- root, gives the servant a cheap cigar or a
spool of thread, gives the governor–I don’t know
what he gives the governor; support, likely.
21. 16
NOTES
“The thing that makes something remarkable isn’t
usually directly related to the original purpose of the
product or service. It’s the extra stuff, the stylish bonus,
the design or the remarkable service or pricing that
makes people talk about it and spread the word.”
- Seth Godin
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22. 17
12 TYPES OF
PURPLE GOLDFISH
Over the course of 27 months, the Purple Goldfish
Project crowd sourced over 1,001 examples of
purple goldfish. It turns out there are a dozen
different types of Purple Goldfish. Half are based
on “value” and half are based on “maintenance”
according to the value / maintenance matrix:
The goal is to be seen by your customers as high
value and low maintenance.
23. 18
HERE ARE THE MAIN ELEMENTS:
Value(thewhatandwhenofcustomerexperience)
• What are the tangible and intangible benefits
that your service or product provides?
• Does your product or service go above and
beyond to exceed customer expectations?
• Are you giving that little unexpected extra to
surprise and delight your customer?
Maintenance (the who and how of customer
experience)
• What is the buying experience like for your
customer?
• Do you make things turnkey or simple for your
customer?
• Are you responsive to problems / issues for your
customer?
24. 19
HERE ARE THE 12 CATEGORIES:
#1. Throw-ins (value) – little extras that are
included with your product or service. They help
you stand out in a sea of sameness: Example:
Southwest Airlines – “Bags Fly Free” and no change
fees.
#2. In the Bag / Out of the Box (value) -
little unexpected things that are added as a
surprise. Example: Maggiano’s - order a signature
pasta dish and they will give you an additional one
to-go.
#3.Sampling(value)-anadditionaltastebyoffering
a free something extra on the house. Example:
Bigelow Tea - order a box of tea from Bigelow and
you’ll be treated to a sample of another flavor.
#4. First & Last Impressions (value) - you have
two chances to make an impression. When your
customer comes through the door and right before
they walk out, hang up or log off. These little extras
25. 20
make you memorable and more importantly talk-
able. Example: When you check in the Hard Rock
Hote, they’ll let you sample a Gibson guitar. Check
in, plug-in and rock out.
#5. Guarantees (value) - giving your customers
that little extra pledge that you’ll stand behind your
product or service. Example: Zappos - one year
period to return products.
#6. Pay it Forward (value) - give a little extra back
to the community. Example: Plaza Cleaners - if
you are out of work and need a suit cleaned for an
interview, Plaza will clean it for free.
#7. Follow-Up / Thank-You (maintenance) -
make the little extra follow up with your customer.
Example: Rite Aid follows up with a call to check
on a patient.
#8. Added Service (maintenance) - the little
extra that’s an added unexpected service. Example:
Safelite repairs or replaces your glass, but they also
vacuum your car and clean your windows.
26. 21
#9. Convenience (maintenance) - the little extras
you add to make things easier for your customers.
Example: TD Bank is open 7 days a week and some
nights until 8 p.m.
#10. Waiting (maintenance) - all customers hate
to wait. If it’s inevitable, how can you do a little
extra to make it more bearable. Example: Pacific
Cafe - while you wait for your table, enjoy a glass
of wine on the house.
#11.SpecialNeeds (maintenance) - acknowledging
that some customers have needs that require
special attention. Example: Rainforest Cafe - the
restaurant caters to the needs of customer by doing
a little extra for those with food allergies.
#12.HandlingMistakes(maintenance)-admitting
that you’re wrong and doing the little extra above
and beyond to make it more than right. Example:
Nurse Next Door - this nursing agency in Canada
takes the idea of “humble pie” to heart, literally
delivering a pie when they make a mistake.
27. 22
TOP 7 KEY TAKEAWAYS
#1. THE BIGGEST MYTH IN MARKETING
There is no such thing as meeting expectations.
You either exceed them or you fall short.
#2. CHOOSE WISELY
You can’t be all things to all people. You only have
two choices as a marketer: Create to spec and face
beingacommodityorsetouttoexceedexpectations
and become literally remark-able.
#3. SHAREHOLDERS VS. CUSTOMERS?
Business is about creating and keeping customers.
Customer experience should be Priority #1 in your
marketing. Stop focusing on the “two in the bush”
(prospects) and focus on customers.
#4. VALUE IS THE NEW BLACK
Don’t compete on price. Cater to the 70% that buy
based on value. Price is relative to value received.
28. 23
#5. PURPLE GOLDFISH STRATEGY
Purple Goldfish Strategy is “differentiation via
added value.” Finding signature extras that help you
stand out, improve customer experience, reduce
attrition and drive positive word of mouth.
#6. ACTS OF KINDNESS
Think of lagniappe as an added branded act of
kindness. A sign that shows you care. Marketing
via G.L.U.E (giving little unexpected extras). A
little something thrown in for good measure.
#7. FIVE INGREDIENTS OR R.U.L.E.S
• Relevant - the extra should be of value to the
recipient
• Unexpected - it should “surprise and delight”
• Limited - the extra should be something rare,
hard to find or signature to your business
• Expression - it should be a sign that you care
• Sticky - it should be memorable and talkable
29. THE PURPLE GOLDFISH SERIES
CUSTOMER EXPERIENCE
MARKETING
EMPLOYEE ENGAGEMENT
30. SALES
PURPLE GOLDFISH
Stan Phelps & Tiffany W. Dodson
Foreword by Bob Gappa, CFE
Founder & CEO at Management 2000 and Co-Author of Crisis of Disengagement
PURPLEGOLDFISHPHELPS&DODSON
FRANCHISE EDITION
FRANCHISE
EDITION
PURPLE GOLDFISH
THE ULTIMATE S.Y.S.T.E.M. FOR
FRANCHISORS AND FRANCHISEES
FRANCHISE EDITION
“Purple Goldfish Franchise Edition, leaves the
reader with unexpected value. The authors, Stan
and Tiffany, researched numerous examples to
construct a way of looking at franchises, a SYSTEM,
that focuses on the end customer and how franchises
create an emotional connection with the customer,
so that the customer chooses the same business
again and again. Using this lens, the authors offer
several examples for each concept that illustrates
ways that franchisors and franchisees excel in
their industry by delighting more customers every
day with unexpected value. To identify areas to
improve, the authors include a section to discover
opportunities to improve, design an improvement
plan and suggestions on deploying so that the book
examples provide actionable learning that will grow
your franchise.”
BOB GAPPA, CFE, FOUNDER & CEO AT
MANAGEMENT 2000 AND CO-AUTHOR OF
CRISIS OF DISENGAGEMENT
THE ULTIMATE S.Y.S.T.E.M. FOR
FRANCHISORS AND FRANCHISEES
Although the original Purple Goldfish was written
about customer experience, the same principles apply
T
parts: Part One provides background on the Purple
T
franchisors create scalable models through the
S.Y.S.T.E.M. framework. Part Three focuses on how
T
provides recommendations for additional reading and
inspiration.
Stan Phelps is a TEDx speaker, IBM
Futurist, and Forbes columnist. He is
speaking and training consultancy that
inspires brands to win the hearts of their
customers and employees. Stan is the
best-selling author of Purple Goldfish, Green
Goldfish, Golden Goldfish, Blue Goldfish,
Red Goldfish, and Pink Goldfish.
www.StanPhelpsSpeaks.com
ABOUT PURPLE GOLDFISH FRANCHISE EDITION
Packed with over 100 best-practice examples, Purple Goldfish
Franchise Edition focuses on the six keys to creating a successful
franchise S.Y.S.T.E.M. and a dozen ways to create a signature
customer experience. The end result is engaged successful fran-
chisees and a consistent brand experience.
US$15.95CAN$20.95
ABOUT THE AUTHORS
Tiffany W. Dodson has deep roots in the
franchise industry. She has held senior
marketing roles at well-known international
franchises, including an international food
franchisor. Furthermore, she is recognized
not only as a top performing franchisee,
but also as a top master franchisee and
was voted by her peers to be the Master
Developer, not once but twice in an
international franchise.
www.TiffanyWDodson.com
INDUSTRY SPECIFIC
LEADERSHIP
31. 26
ABOUT THE AUTHOR
Stan Phelps is a TEDx Speaker,
Forbes Contributor and IBM
Futurist. He believes that today’s
organizations must focus on
meaningful differentiation to
win the hearts of both employees
and customers.
He is the Founder of PurpleGoldfish.com, a
site that focuses on customer experience and
employee engagement solutions. He believes that
“differentiation via added value” is a game changing
strategy.
Before founding PurpleGoldfish.com, Stan had
a twenty-year career in marketing including
leadership positions at IMG, adidas, PGA
Exhibitions and Synergy. At Synergy, he worked
on award-winning experiential programs for
top brands such as KFC, Wachovia, NASCAR,
Starbucks and M&M’s.
32. 27
He has delivered keynotes and workshops at IBM,
Citi, ESPN and Target. Stan has keynoted over 350
events in the US, Canada, UK, France, Germany,
Sweden, Spain, The Netherlands, Russia, Peru,
Israel, Bahrain, Australia, Japan, Malaysia,
Singapore, Vietnam, and Ecuador.
Stan received a BS in Marketing and Human
Resources from Marist College, a JD/MBA from
VillanovaUniversityandacertificateforAchieving
Breakthrough Service from Harvard Business
School.
Interested in having Stan speak at your event?
Email us at: stan@purplegoldfish.com.
33. 28
KEYNOTES AND WORKSHOPS
THAT DRIVE LOYALTY AND SALES
PURPLE GOLDFISH
Creating Little Things that Make the Biggest Difference in Customer Experience
GREEN GOLDFISH
Going Beyond Dollars to Drive Employee Engagement and Reinforce Culture
GOLDEN GOLDFISH
Taking Care of Your Most Important Customers and Employees
BLUE GOLDFISH
Using Technology, Data, and Analytics to Drive Customer Advocacy
RED GOLDFISH
Becoming a For Purpose Business to Win Employees and Customers
PINK GOLDFISH
Amplifying Weirdness to Differentiate and Stand Out in a Sea of Sameness
YELLOW GOLDFISH
Increasing Happiness in Business to Drive Growth, Productivity and Prosperity
GRAY GOLDFISH
Keys to Navigating the Gray Areas of Leading Every Generation
PLATINUM GOLDFISH
Achieving Sales Mastery Through Client Understanding and Deeper Relationships
SILVER GOLDFISH
Improving the Clarity and Connection for Effective Presentations