Purple Goldfish

9 Keys to Loyalty and Unlocking Word of Mouth

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Looking for your next keynote speaker or workshop presentation?

Here’s my List of “9 Keys to Loyalty and Unlocking Word of Mouth.” What would you add to the list?

1. Focus on the Customer
The customer is your most lucrative marketing asset. Take care of the ones in hand, as opposed to the thousands in the bush.

2. Exceed Expectations
Have a surplus mindset and leverage surprise. Give more than expected.

3. Referrals are Key
Customers and employees gained through referrals are the most lucrative given lifetime value and word of mouth.

4. Social Media is Only Part of the Answer
Customers and employees are empowered to get the word out… your job is to give them something to say.

5. Experience is an Investment
Giving something extra isn’t an expense. Giving something extra bolsters your brand.

6. Think Commitment, Not Campaign
Think “lifetime value of customers + employees.” It’s something you do on an ongoing basis.

7. Think Convenience
It’s not about you as a brand. Want to drive advocacy and engagement? Think about the convenience of customers + employees first.

8. Think Value, Not Price
Compete on the value you provide. Price is relative. Go beyond $ and give that little extra.

9. Differentiate through Added Value
Aim to become talk-able by design. Create ongoing signature added value.

What would you add?

Follow me on Twitter or LinkedIn.

Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.

Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at StanPhelps.com.

What are the Benefits of Hiring a Global Speaking Fellow?

In July of 2024, I became the 44th speaker in the World to receive the Global Speaking Fellow designation.

In response to the expanding international nature of the needs of global speaking members, international clients, and global audiences, the Global Speakers Federation in 2014 established the framework for a designation that recognizes professional speakers successfully presenting at a global level. This earned designation is called the Global Speaking Fellow.

Hiring a Global Speaking Fellow offers several key benefits. Here are five main advantages:

1. Global Perspective

A Global Speaking Fellow brings a deep understanding of diverse cultures, markets, and audiences. They can tailor their message to resonate across different regions, ensuring relevance and inclusivity in a global context.

2. Proven Expertise

Achieving the designation of Global Speaking Fellow indicates a high level of professionalism, extensive experience, and mastery in public speaking. This ensures that the speaker delivers exceptional value and credible insights.

3. Customization and Adaptability

With experience across various industries and countries, a Global Speaking Fellow is skilled at customizing content to address specific organizational challenges, goals, and cultural nuances, ensuring maximum audience engagement.

4. Engaging and Impactful Delivery

Global Speaking Fellows are recognized for their ability to captivate and inspire audiences through dynamic storytelling, innovative frameworks, and actionable takeaways, leaving a lasting impression.

5. Professional Standards and Reliability

As members of an elite group, Global Speaking Fellows adhere to the highest ethical and professional standards, ensuring a smooth collaboration, seamless execution, and an outstanding experience for both organizers and attendees.

These benefits make a Global Speaking Fellow a valuable asset for organizations seeking a world-class speaker who can engage, inspire, and deliver meaningful outcomes on a global scale.

Being recognized as a Global Speaking Fellow at the Global Speakers Summit in Bali, Indonesia

If you’d like to begin a discussion about how I can help you with a virtual Keynote, Workshop, or Goldfish Tank program, you can grab time on my schedule here, reach me by email at [email protected] or by text/phone at 1 919 360 4702.

Honored to Receive the Jeanne Robertson Award for Excellence

One of my favorite scenes in the movie “Christmas Story” is when the Dad is explaining to a neighbor about the leg lamp in the front window,

“It’s a Major Award.”

It wasn’t a leg lamp, nor was it made in Italy. It was much better. I was honored this past weekend to be the inaugural recipient of the NSA Carolinas Jeanne Robertson Award for Excellence.

If you knew Jeanne, you know how important this is given her legacy in the speaking profession. It truly is a major award. If you don’t know Jeanne, check out the video below.

The award is peer-nominated and voted on by members outside the chapter. It is given to a member who has, over the past year, embodied these four core attributes that defined Jeanne’s remarkable career:

1. Staying Relevant – Continuously generating fresh, impactful material and engaging with current trends.

2. Leading with Innovation – Employing savvy business strategies and embracing growth opportunities.

3. Demonstrating Resilience – Turning setbacks into opportunities, similar to how Jeanne would harness a positive and humorous outlook to take on challenges.

4. Staying Persistent – Exhibiting unwavering focus and dedication to achieve long-term goals.

Huge thanks to Patrick Henry who provided a wonderful video about Jeanne and the award. And also to Jane Jenkins Herlong CSP, CPAE for her thoughtful presentation of the award.

Kudos to fellow award winners from the weekend. My “Blue Goldfish 2.0” co-author Chuck Gallagher won Member of the Year and Sharon Delaney McCloud CDE® & William Mangum won Presidential Awards.

Talking Pink Goldfish Strategy on the Minter Dialogue Podcast

Does your brand stand out in the marketplace? Honored to be on Episode #565 of the Minter Dialogue Podcast.

We talk about Pink Goldfish strategy and how it relates to branding, positioning, and marketing.

A great hour-long conversation. Privileged to be a guest on Minter‘s podcast for the second time.

Here are four takeaways from our conversation:

1. Differentiation Through Experience: Differentiation in today’s competitive market is less about the products or services offered and more about how and why they are provided. This approach focuses on enhancing customer experiences.

2. The Evolution of Business Focus: The transformational model of business shifts from mere profit-making to a more purpose-driven approach that prioritizes employee satisfaction as a route to customer happiness, ultimately leading to profitability.

3. Embrace of Personal Symbols in Branding: We should embrace distinctive personal symbols that reflect one’s unique identity and philosophy. This practice of “micro-weirding” helps stand out and reinforces personal branding in professional settings.

4. The Role of Imperfections: The concept of being “flaw-some.” Acknowledging and embracing one’s flaws or weaknesses can paradoxically become a strength, particularly in branding and customer relations. This ties back to the idea that authenticity and uniqueness can drive deeper engagement and loyalty.

Bold Kindness Isn’t Just a Book, It’s a Manifesto For Compassionate Leadership

It began with a couch. When Cathy Thorpe assumed the role of CEO in 2014, she encountered an unexpected symbol in her new office… a large pink couch.

Rather than discarding it, she embraced it as a centerpiece of Nurse Next Door’s BOLD KIND culture and her leadership style. This pink couch represents comfort, the removal of barriers, and a commitment to vulnerability and openness in the workplace.

Earlier this year Cathy published “Bold Kindness.” It is not just a book; it’s a manifesto calling for a revolution in how businesses are led.

As CEO of Nurse Next Door, a company that’s been redefining home care since its inception in 2001, Thorpe has created a workplace that prioritizes compassion and engagement. Her book reveals an unsettling truth that only 20% of employees feel engaged in their workplaces. Cathy provides the recipe for leaders to create environments where employees are not just present but are enthusiastic, empowered, and connected.

I’ve had the privilege of visiting their corporate offices in Vancouver, British Columbia, affectionately dubbed the “Heartquarters” back in 2017. I witnessed their daily morning huddle, a testament to a culture deeply obsessed with doing more for their clients and constantly seeking better ways to serve. This commitment to going above and beyond is also something I’ve highlighted in my previous writings about Nurse Next Door in “Purple Goldfish,” “Green Goldfish,” and “Pink Goldfish 2.0.”

Thorpe’s “Bold Kindness” outlines how the pandemic magnified existing issues within the workplace, with employees demanding more meaning and a fear-free environment. Nurse Next Door’s philosophy of #BoldKindness —breaking norms and genuinely desiring to improve lives—serves as a model for all businesses aspiring to blend profitability with a positive impact.

The book provides guidance for increasing employee engagement and rethinking leadership strategies. It promotes creating a place where people can be real and where work feels like a community. Thorpe’s call to action is for leaders everywhere to consider how their actions and workplace design can fundamentally enhance the human aspect of business.

“Bold Kindness” is essential reading for any leader or future leader who aspires to cultivate a business that is not only successful but also caring. Thorpe’s insights provide a blueprint for fostering an environment where people look forward to coming to work every day, inspired by the possibility of making a difference in the lives of others. I highly recommend it.

BOOK REVIEW: “I REspectfully Disagree” by Justin Jones-Fosu

In an era characterized by polarization, Justin Jones-Fosu’s new book, “I Respectfully Disagree” emerges as a crucial guide for navigating the treacherous waters of social, ideological, and work conflicts.

Book launch announcement for "Respectfully Disagree," featuring a book cover and the release date April 16. Includes a quote about building bridges in a divided world.

The Berrett-Koehler published book (which launched on August 16th) is predicated on a startling reality. Approximately 25% of the global population is affected by serious conflicts, a testament to the profound divisions that cut across our social fabric. Justin argues compellingly that many have lost touch with the humanity of those who hold opposing views, often resorting to labels and generalizations that only serve to deepen divides.

The book’s central thesis is a call to dismantle the walls of division and instead, construct bridges of understanding. Jones-Fosu positions the book as a compass in these turbulent times, guiding readers towards a more inclusive approach where respect does not necessitate agreement. True inclusion, he suggests, is about maintaining respect for one another amidst disagreement.

One of the book’s most powerful messages is encapsulated in a quote from the late Anthony Bourdain:

“I don’t have to agree with you to like or respect you.”
– Anthony Bourdain

“I Respectfully Disagree” introduces the concept of “Golden Respect,” which Jones-Fosu describes as a blend of courage and conviction. The book shares the story of Holocaust survivor Viktor Frankl. Frankl emphasizes our ability to choose our responses in any situation—a powerful reminder of human agency.

The goal of respectful disagreement is not changing opinions but rather understanding different perspectives and planting seeds for future dialogue. To facilitate this, the book introduces five pillars to navigate difficult conversations:

1. Challenge Your Perspective – Encourages readers to adopt a new lens and embrace the humanity of those they disagree with.

2. Be the Student – Advocates for a learning stance, where feedback is sought to deepen understanding.

3. Cultivate Your Curiosity – Urges readers not to shut people out but to engage them with questions and an open mind.

4. Seek the Gray – Calls for recognition of nuance and the embracing of ambiguity, stepping away from black-and-white thinking.

5. Agree to Respect – Stresses the need for full acknowledgment of others’ viewpoints and working collaboratively towards mutual understanding.

“I Respectfully Disagree – How to Have Difficult Conversations in a Divided World” is more than a manual; it is a reflective journey that challenges each of us to reconsider how we interact with the world. It is about cultivating a mindset where every individual is valued, not despite, but through their differences.

I highly recommend it. This book is particularly valuable for anyone looking to foster a culture of dialogue and understanding, whether in personal relationships, professional environments, or broader social interactions.

Get your copy today https://www.amazon.com/Respectfully-Disagree-Difficult-Conversations-Divided/dp/152300651X

Would you lock your phone in a box during dinner for a free bottle of wine?

About 90% of customers at Al Condominio, a charming new Italian restaurant in Verona, are taking advantage of the unique offer.

In an article in The Guardian, owner Angelo Lella shared the reasoning behind the strategy…

“We wanted to open a restaurant that was different from the others… So we picked this format – customers can choose to renounce technology while enjoying a convivial moment together. Technology is becoming a problem – there is no need to look at your phone every five seconds, but for many people it is like a drug … This way they have an opportunity to put it aside and drink some good wine.”
Angelo Lella

This strategy is what David Rendall and I would call a “Pink Goldfish.” This approach champions defying norms and exploiting imperfections to create a unique business strategy. Al Condominio does this through two specific tactics: withholding and microweirding.

Withholding: A Mobile-Free Zone
Al Condominio’s strategy involves withholding—a tactic where businesses take something away that customers would expect to have. In this case, it’s the use of mobile phones during meals. Diners are encouraged to lock away their phones in special boxes in exchange for a free bottle of wine. This act of withholding not only reduces distractions but also enhances the dining experience, promoting richer, face-to-face interactions among diners.

Microweirding: The Lockbox and Key
The restaurant introduces an element of microweirding by adding a quirky twist to the phone-free experience. Diners lock their phones in a box and use the key to claim their bottle of wine. This small, distinctive touch not only stands out as an unusual practice but becomes a conversation starter among guests, creating a memorable experience that diners are likely to talk about long after their meal.

Parallel Strategy: The Masters at Augusta National Golf Club
A similar strategy is employed during The Masters Golf Tournament, where mobile phones are banned from the course during the four competitive rounds. This policy transforms the spectator experience. As noted by golf podcaster Rick Shiels, without phones, something magical happens: people actually start talking to one another. This environment fosters a sense of presence and community among the patrons, enhancing the overall experience of the event.

Note: No free wine at The Masters. But you can grab an Egg Salad Sandwich or the famous Pimento Cheese Sandwich for just $1.50 a piece. Here are the concession prices for the 2024 Masters courtesy of USA Today:

Egg Salad: $1.50
Pimento Cheese: $1.50
Masters Club: $3
Chicken salad on Honey wheat: $3
Ham/cheese on rye: $3
Classic Chicken: $3
Domestic Beer: $6 (Up $1 compared to last year)
Import Beer: $6
Crow’s Nest: $6
Peach Ice Cream Sandwich: $3

These prices are intentionally LOW. Former Augusta National chairman Clifford Roberts wrote in his 1976 book, “The Story of Augusta National Golf Club”:

“We believe that one of the reasons the Masters is popular with patrons of the game is because they can obtain good food and drink at reasonable prices.”

Conclusion
Both Al Condominio and The Masters demonstrate the power of Pink Goldfish strategies: embracing what’s unique, even if it means breaking away from the norm, can create unforgettable experiences and draw people closer together.

Presentation Skills Workshop

Honored to present recently in New Jersey. I did a half-day workshop on Presentation Skills in Secaucas with Quest Diagnostics.

Trivia: Secaucas (which borders both The Meadowlands and Hoboken) means “place of snakes” in Algonquin.

Here is an overview of the workshop:

Becoming an effective communicator and creating engaging presentations is an essential business skill. According to famed playwright,

“The single biggest problem in communication is the illusion that it has taken place.”
-George Bernard Shaw

This workshop focuses on how to improve communication fundamentals, with an emphasis on presentation skills. It has four main components:

First, workshop participants will understand their role as communicators.

Second, they’ll learn how to organize content and clarify their message for retention.

Third, participants will learn about the importance of visuals. They learn how to leverage the picture superiority effect and put the power back into PowerPoint.

Lastly, attendees will learn core presentational skills such as pausing, gesturing, tone, and a technique called S.T.O.P.

Bonus: In the fourth hour of the workshop we also covered the CPR method for effective storytelling, the 10 keys to presenting in the virtual environment, and the S.I.L.V.E.R. presentation planning framework.

Here’s what I love about the workshop experience… it is packed with hands-on exercises. Participants leave with actionable strategies and techniques to improve their confidence when communicating.

I think it’s essential to invest in presentation skills for your team members. But don’t take my word for it. Warren Buffett believes you can improve your value by 50 percent just by learning communication skills–public speaking. He believes that mastering the art of public speaking is the single greatest career-boosting skill.

A person standing and speaking in front of a group seated at tables in a conference room.

Leveraging AI in customer experience represents a huge opportunity

In the upcoming book, “Blue Goldfish 2.0,” Chuck Gallagher and I explore how AI can lead to more personalized, engaging, and efficient customer interactions.

Looking at more than 400 case studies, we’ve uncovered 8 ways to utilize the transformative power of AI and data analytics into the fabric of customer experience. One of those ways is Personalization.

Personalization is achieved by transforming vast datasets into meaningful, actionable insights that cater to individual customer preferences and behaviors. Our personalization chapter shares compelling examples of businesses harnessing AI to deliver tailored experiences.

One of the core principles highlighted is the shift from one-size-fits-all marketing strategies to dynamic, responsive interactions that reflect an intimate knowledge of the customer journey. This shift is made possible by AI’s ability to analyze and interpret complex patterns in data, enabling companies to predict customer needs, recommend relevant products, and engage in more meaningful conversations.

An example of this is Wells Fargo. Their approach to personalization is centered around their innovative use of ATMs. By implementing predictive analytics, Wells Fargo’s ATMs can adapt to the personal banking habits of their customers. The system analyzes past transactions to offer customized options on the ATM’s main screen.

For instance, if a customer frequently withdraws a specific amount of cash or regularly deposits checks, these options become readily accessible, speeding up the transaction process and making banking more convenient.

The genesis of this personalized ATM experience was Wells Fargo’s commitment to understanding and serving their customers more efficiently. This philosophy has led to a redesigned ATM interface that recognizes their preferences and behaviors.

One practical application of this technology is the ATM’s ability to display customized, easy-access buttons for a customer’s most common transactions immediately after card insertion and PIN verification. This reduces transaction time and personalizes the customer’s interaction with the ATM, making each experience feel more intuitive and tailored to their banking habits.

Our chapter on Personalization from “Blue Goldfish 2.0” examines the role of AI in crafting personalized customer experiences. The journey toward AI-driven personalization is not without its challenges. You have to find the balance between automation and human touch. While AI excels in processing and analyzing data at scale, the human element remains crucial in interpreting and applying these insights with empathy and creativity. But for those organizations willing to embrace this paradigm shift, the rewards promise to be transformative.

7 Top TAkeaways from Blue Goldfish 2.0

1. Leverage Technology for Personalization and Enhanced CX: Today’s businesses must use data and AI to understand and meet customer needs more effectively.

2. The Importance of Differentiation: Just like goldfish can grow based on their environment and genetic makeup, businesses must differentiate themselves to grow in their market. This differentiation can be achieved through leveraging AI and data to create a unique customer experience.

3. The Amazon Effect and Customer Expectations: Customer expectations have been transformed by companies like Amazon, highlighting the need for businesses to exceed these expectations by being more responsive, personalized, and anticipatory of customer needs.

4. Relationship as a Foundation: Building and maintaining strong relationships with customers through understanding their needs and preferences is fundamental to business success in the digital age.

5. Acts of Kindness and Lagniappe: Going the extra mile for customers by providing something extra or unexpected (lagniappe) can create goodwill, enhance customer loyalty, and stimulate positive word-of-mouth.

6. Integration of Online and Offline Experiences: The book provides examples of how merging online data with offline interactions can create a seamless and highly personalized customer journey, enhancing satisfaction and loyalty.

7. The Role of AI in Business Growth: AI and data analytics are crucial tools for businesses to understand their customers better and act with greater agility, thus enabling personalized experiences at scale and fostering business growth.

These takeaways highlight the book’s focus on deepening customer relationships, differentiating from competitors, and adapting to the heightened expectations of today’s consumers.

The Spirit of Cavett

Love this quote from National Speakers Association Founder Cavett Robert,

“Success is not about competition, it’s about building a bigger pie.”

A bit of background. Born in 1907, Cavett Robert gave his first professional speech in his late 50’s. In 1966, he got the desire to help other people become better speakers. He believed that there was always enough room in the profession for more. This would be an uphill battle since only 3% of organizations used outside professional speakers.

But Cavett’s life motto was:

“Don’t worry about how we divide up the pie, there is enough for everybody. Let’s just build a bigger pie!”

In the words of Jim Mathis, “Most professions are so filled with competition, that this thinking isn’t rewarded, but to the speaking profession, this would help ignite an industry boom.”

Cavett passed away in 1997, leaving a lasting legacy in everyone who has heard a professional speaker or trainer from the National Speakers Association. Cavett’s legacy lives on. Each NSA member embodies the attitude of helping each other. We call it “The Spirit of Cavett.”

Happy Pie Day (3.14 or March 14th)

Picking the Subtitle for Blue goldfish 2.0

FAVOR – Help us pick our subtitle from these 3 options:

Three book covers of "Blue Goldfish 2.0" are displayed, seeking a subtitle choice. Logos of Stan Phelps Speaks and Chuck Gallagher are at the top.

A. SHAPING THE FUTURE OF MARKETING AND CX WITH DATA & AI

B. LEVERAGING AI FOR CUSTOMER LOYALTY AND MARKETING INNOVATION

C. HARNESSING THE POWER OF AI AND THE NEW FRONTIER IN CX

A bit of background. I’m partnering up with Chuck Gallagher on “Blue Goldfish 2.0.” We have updated the original “Blue Goldfish – Leveraging Technology, Data and Analytics to Drive Profits & Prophets” co-authored with Evan Carroll in 2016.

Based on a review of more than 400 case studies, the 2.0 edition shares the 8 ways technology can be used to enhance the customer experience.

Do you prefer A, B or C?

The call that changed my life….

I remember 30 years ago today when I was a second-year grad student at Villanova University. I was preparing to go home to stay with my parents for Spring Break.

Then I got a call from my manager the previous summer at my internship at IMG. Bo Johnson was now at adidas. He invited me to come out to Indian Wells, California for a week to work the 5th biggest tennis tournament in the world.

The next day I received a plane ticket via FedEx. That very night I flew to LA and rented a car. I was bleary-eyed when I pulled into the Hyatt Grand Champions Resort at 3 a.m. It can feel stark if you’ve never been to the desert at night. Pulling into the Hyatt was like entering a beautiful green oasis.

That week I worked retail, did grassroots tennis clinics, helped out with hospitality, and interacted with players. I loved every single minute. I was hooked.

Fast forward two years from that day and I was now working for adidas in Portland. I had my dream job managing US Tennis Promotions.

The first endorsement agreement I ever negotiated in my role was done in Indian Wells with the legendary Rod Laver.

I’d come back to the desert another handful of times over the next 8 years.

12 years ago I brought Jenn and my boys to the desert. We came out to be part of the 10th Desert Smash at La Quinta Resort & Club. It’s a celebrity charity event founded my by former adidas colleague and good friend Ryan Macaulay.

Earlier this week was the 20th edition of Desert Smash. Having a commitment this week in Albuquerque, I knew I needed to rally. My best friend David Ackerman joined me for the trip.

It was 3 brilliant days of golf, tennis, and experiences. Highlights were seeing Joshua Tree National Park, watching amazing players like Novak Djokovic and not-so-great players like Charlize Theron, meeting actor Christopher McDonald (“Shooter McGavin”), and taking on the island green Alcatraz at PGA West’s Stadium Course.

Huge congrats to Ryan for creating an amazing event that has raised over $3 million for charity.

Indian Wells will always remain a special place in my heart. It changed my life.

Do you have a place like it?

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When we complete a GOLDFISH TANK, we give 1001 days of clean water to school children

When we complete a GLOBAL engagement, we give 365 days of clean water access in Peru, 120 days of learning aids in Malaysia, and 50 days of business training for women in Malawi

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9 Keys to Loyalty and Unlocking Word of Mouth

Looking for your next keynote speaker or workshop presentation?

Related Posts

What are the Benefits of Hiring a Global Speaking Fellow?

Honored to Receive the Jeanne Robertson Award for Excellence

Talking Pink Goldfish Strategy on the Minter Dialogue Podcast

Bold Kindness Isn’t Just a Book, It’s a Manifesto For Compassionate Leadership

Would you lock your phone in a box during dinner for a free bottle of wine?

Presentation Skills Workshop

Leveraging AI in customer experience represents a huge opportunity

7 Top TAkeaways from Blue Goldfish 2.0

The Spirit of Cavett

Picking the Subtitle for Blue goldfish 2.0

The call that changed my life….

Book a Keynote
Presentation
or Workshop with
Stan Phelps

Create a Culture
of Creativity and
Innovation Within
Your Organization

Every time we do business together, Something amazing happens in the world!

When someone downloads a GOLDFISH eBook, we give 1 brick toward building school facilities in Cambodia

9 Keys to Loyalty and Unlocking Word of Mouth

Looking for your next keynote speaker or workshop presentation?

Related Posts

Book a KeynotePresentationor Workshop withStan Phelps

Create a Cultureof Creativity andInnovation WithinYour Organization

Every time we do business together, Something amazing happens in the world!

When someone downloads a GOLDFISH eBook, we give 1 brick toward building school facilities in Cambodia

Book a Keynote
Presentation
or Workshop with
Stan Phelps

Create a Culture
of Creativity and
Innovation Within
Your Organization