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Stan Phelp's Blog

The Goldfish Chronicles

Sharing insights on customer experience, employee engagement, and brand strategy.

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weakness

Your flaws are the things that make you awesome

Every weakness or flaw has a corresponding strength. Your flaws are the things that make you awesome. You can only create a differentiated experience [DX] if you do more of what makes you unique (weird, weak, flawed) . . . or purposely do less of what everyone else considers normal. They are only two ways to differentiate: Inherent and Intentional.

Why?

– Because you can’t change who you are. You can only become a better version of yourself.

– If you try to be all things to all people, you will stand for nothing. If you are for everyone, you are for no one.

– In order to do more of something, you have to decide to less of something else. Doing less can elevate to an art form. Be unapologetically awful. It creates contrast.

– Benchmarking is not a strategy, it’s a recipe for sameness.

What are you doing to turn the volume up to 11 . . . or purposely down to zero? Maybe Zero is your hero?

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
Franklin

“Either write something worth reading or do something worth writing (about).” – Ben Franklin

Advice from Ben Franklin, “Either write something worth reading or do something worth writing (about).” This quote by Franklin is from “Poor Richard’s Almanac” in 1738. It is a challenge that we all face daily in both business and life.

Each day I come to my office at 800 Park Offices Drive in Research Triangle Park. My building is called The Frontier. A frontier is about a place beyond the known. Each day I share 1299 characters on LinkedIn. Why 1299? Because it one less than the 1300 characters allowed. It forces me to push beyond a short post and also be economical with my words.

Back to Franklin, let’s parse his quote:

“Write something worth reading…”

This is the challenge of content marketing. Is that blog post, white paper, or book worth reading? Are you solving a problem worth addressing? Are you telling a compelling story?

“do something worth writing (about).”

This is the challenge of #DX. Creating a “differentiated experience” that someone will talk about, tweet, Facebook, and post to Instagram about. It’s a realization that a brand’s story is now co-created. Your brand is no longer just the story you tell people it is. It’s what your customer experiences, how they feel, and, most importantly—what they tell others about that differentiated experience.

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
brand

It is no longer an option for marketers to just “tell and sell”

Put down the megaphone. “Your brand today is no longer what you tell people it is.” This is the first line in the #DX manifesto.

The remainder is:

“It is the differentiated experience (DX) your employees deliver.
It is what you stand for and how your customers feel about you.
And most importantly, your brand is what your customers tell others about their experience.”

Let’s examine the notion that it is no longer an option for marketers to just “tell and sell.”

Today’s consumers pay little attention to the promises brands make. Instead, they rely on authentic stories about what others have experienced.

The biggest differentiator is the experience itself. Russ Klein shared in the Foreword for Purple Goldfish 2.0,

“While modern marketers can’t control the story, we absolutely can control the experience. And customers will reward great experiences by sharing positive stories about brands that, in turn, become the brand itself.”

He frames the new formula for brand-building as experience to the power of story.

Experience design is the next frontier. Smart brands will find ways to add signature value to their experiences. In doing so, they’ll enhance differentiation and giving customers a reason to share.

Do you agree or disagree?

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
Chewy.com

The Secret Behind Chewy’s Success

“I lost my girl a week ago. I called Chewy.com and told them I would no longer need pet food from them because of Annies death. I received these flowers today.”

This quote was from a LinkedIn post by Eric Steilberger with a picture of the flowers and his beloved Annie.

Steilberger continues:

“I cancel their service and they send flowers? I will tell everyone I can if they need pet food they should try Chewy. Annie’s sister and everyone else in the house are still grieving and these made me smile.”

Hat tip to Brooke Barney for alerting me to the story. The post has over 2,500 comments. Brooke commented, “What a cool example of giving little unexpected extras (G.L.U.E. — right Stan Phelps?) That’s amazing customer service.”

Some background to chew on. Nearly a decade ago, Ryan Cohen and Michael Day dropped out of college to pursue their online startup. The duo tried to raise money, but investors balked. Why? Amazon was already established as the go-to for pet food.

Within five years, Chewy was the market leader.

Why? Because of the DX (differentiated experience).

No wait service, handwritten notes, pet paintings, condolence flowers, and donating to shelters in lieu of returns are just a handful of their differentiators.

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
brand

“Your brand today is no longer what you tell people it is.”

[Your brand today] is the differentiated experience (DX) your employees deliver. The second sentence in the DX manifesto speaks to the importance of culture and engagement:

“Your brand today is no longer what you tell people it is.
It is the differentiated experience (DX) your employees deliver.
It is what you stand for and how your customers feel about you.
And most importantly, your brand is what your customers tell others about their experience.”

You can’t have enthused customers without engaged employees. Employees deliver the experience.

Here is a great quote by Vince Burks of Amica Insurance on this focus:

“The concept of lagniappe is not just a part of our brand ethos; it is ingrained in everything we do. It therefore extends to our most valued resource—our employees. In fact, that is the secret to our success. Excellent benefits. Advancement opportunities. The latest technology. A real work/life balance. And an open and regular line of communication with each other and with senior management. Taken together, we give our employees all that they need to succeed…and more. This is absolutely essential. Satisfied employees lead to satisfied customers. Long-term employees lead to long-term relationships with customers.”

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
Haru

HARU URARA: The Shining Star of Losers Everywhere

You gotta believe. Ever heard of HARU URARA? The name in Japanese means Glorious Spring. She was a racehorse based in Kochi with a major flaw. Haru had raced 88 times and never won. It was 2003 and Japan was in the midst of a Depression. The previous 10 years were known as the “Lost Decade” given the downturn.

The announcer at the track noticed that the horse would still trot energetically to the track and give her all in races, despite all of her losses.

The track was facing closure until a local reporter named Ken Ishii wrote about Haru’s noble failure. The story caught fire and soon everyone was talking about the horse with Hello Kitty patches on her pink facemask. She became famous not because of winning, but because of flaunting her weakness. Haru Uraru captured the heart of a nation.

The horse would remain flawed. Despite her dogged persistence, Haru would end her career with zero wins in 111 races.

She became a symbol of never giving up and was embraced by the Japanese people.

TAKEAWAY: Believe. There is a line at the end of the movie, “Say Anything.” Diane Court (Ione Skye) looks at Lloyd Dobler (John Cusack) when flying to the UK to live together, “Nobody thinks it will work, do they? Lloyd replies, “No. You just described every great success story.”

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
Marilyn

Be like Marilyn: Her flaws made her awesome

She was “perfectly imperfect” as a champion of the underdog, ruthless card player, and self-described Queen Bitch. Do you know Marilyn deAdder? I wish I could have met her. If you haven’t read her colorful obituary, you should. It was a fitting tribute by her son Michael. The award-winning cartoonist shined a light on what made Marilyn flawsome.

Check out a link to the full obit here. Here are some of the highlights:

“She excelled at giving the finger, taking no sh!t and laughing at jokes, preferably in the shade of blue.”

“She did not excel at suffering fools, hiding her disdain and putting her car in reverse.”

“Marilyn had a busy life, but no matter what she was doing she always made time to run her kids’ lives as well.”

“Her lifelong hobbies included painting, quilting, baking, gardening, hiking and arson.”

“Marilyn loved tea and toast. The one thing she loved more than tea and toast… was reheated tea and toast. She burned many a teapot and caused smoke damage countless times, leaving her kids with the impression that fanning the smoke alarm was a step in brewing tea.”

I love the ending the most, “In lieu of flowers, the family asks that you do something nice for somebody else unexpectedly and without explanation.”

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
TVH

Billboard: “Sorry, our entire budget went to excellent customer service.”

Billboard: “Sorry, our entire budget went to excellent customer service.” That’s the copy with a broken image icon on a billboard in Belgium. Credit to TVH Parts Co. for the creative outdoor execution. For background, TVH is the world’s largest distributor of material handling spare parts and accessories.

Shoutout to Zvi Baida for posting the image on his LinkedIn feed. His comment:

“I love this billboard!
Customer service is the new marketing”

Is this is a smart marketing execution or just plain dumb?

Team Clever: Jay Baer and Daniel Lemin would call this outdoor execution a “Talk Trigger.” The lack of creative and a logo has everyone asking the question, “Who did this?”

Team Stupid: Is there any company who poo poo’s their own customer service? Do you really have to say it? You still bought the billboard. I ascribe to the Margaret Thatcher theory on self-proclamation, “Being powerful is like being a lady. If you have to tell people you are, you aren’t.”

At the end of the day, does TVH actually walk the talk? From what I see performance-wise, they have over 750,000+ items in stock and 99.3% on-time delivery rate, they seem to be doing well.

What’s your take? To quote David St. Hubbins in Spinal Tap, “There is such a fine line between stupid and clever.”

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
Mardi Gras

Mardi Gras and how it helped spawn the colors in the Goldfish Series

Mardi Gras and how it helped spawn the colors in the Goldfish Series. Growing up Catholic, I can remember celebrating a particular Tuesday as a kid. My Dad called it Fat Tuesday. My Mom was French Canadian and would share the translation of Mardi (Tuesday) Gras (Fat). The day that preceded Ash Wednesday and the 40 days of Lent before Easter.

I can remember it as a special day for 2 reasons:

1. It was a splurge. We rarely went out to dinner as a family. Our Fat Tuesday tradition was going to the Ponderosa. Ever been to a Ponderosa or Bonanza? It’s a western-themed buffet steakhouse. [There are still 30 in the US].

2. It was a binge. Our family would give up sweets/desserts [and TV] for Lent and my parents would typically diet. No one missed dessert that evening.

Now, Mardi Gras and its colors. The selection of the official colors originates from 1872 when the Grand Duke Alexis Romanoff of Russia visited New Orleans. During his stay, the Krewe of Rex gave him the honor of selecting the official Mardi Gras colors for their parade. Purple was symbolic of justice, green was symbolic of faith, and gold was symbolic of power.

Purple, Green, and Gold became the first three colors in the Goldfish Series as an ode to the birthplace and spirit of the creole word LAGNIAPPE.

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
Kimpton Hotels & Restaurants

Kimpton Hotels & Restaurants leverages Little Data to create a differentiated experience (DX)

Are you leveraging Little Data like Kimpton Hotels & Restaurants to create a differentiated experience (DX)?

Little data is a collection of information on individuals or smaller groups of customers. Rather than using this data to spot a trend, companies use the data to deliver a more personalized experience.

EXAMPLE: the manager at a restaurant knows a customer’s favorite table.

EXAMPLE: a car rental company that knows a customer likes a four ­door, mid­size.

The data or information the company has acquired about the customer is specific and is used to enhance the individual experience.

In the Foreword for Blue Goldfish, Shep Hyken shares how Kimpton leverages little data. Their 76 hotels in 50 cities focus on the individual guest versus their customers en masse. They zero in on individual customer needs and preferences in an attempt to give the customer an experience that is exactly what he or she wants.

The payoff?

According to industry reports, Kimpton has some of the highest satisfaction rates in the industry. Because of BIG DATA, they know the typical guest who stays at their hotels. And, once the guest is there, they have a system that takes advantage of “little data” and allows employees to individualize the guest’s experience.

Follow me on Twitter or LinkedIn. 

Stan Phelps

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.

Read on...
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A simple illustration of a purple fish facing right on a plain background.

I've had the pleasure of working with teams at:

Hallmark logo featuring cursive text with a crown above the letter "k.
Discover logo with the word "DISCOVER" in black and an orange circle representing the letter "O" on a gray background.
Hyundai logo featuring a stylized "H" in an oval above the word "HYUNDAI" in bold, uppercase letters.
IKEA logo in bold black letters on a white oval background, set against a dark rectangle.
Square logo with a grey square icon and the word "Square" in grey text.
ExxonMobil logo in gray text on a dark background.
IHOP logo with the letters "IHOP" in uppercase, and a curved line below resembling a smile.
The image shows the Red Hat logo featuring a stylized red fedora hat alongside the text "Red Hat.
Logo of American Family Insurance, featuring stylized text under a roofline design.
Logo of Boston Scientific with the tagline "Advancing science for life™" below it.
Cardinal Health logo featuring stylized bird wings above the company name in dark gray.
Citrix logo with black text on a transparent background.
A gray logo with the word "kenvue" next to a stylized "K" shape.
Stylized Liberty Tax Service logo featuring the Statue of Liberty's crown alongside the company name.
MetLife logo with a stylized "M" icon on the left and the text "MetLife" on the right, all in grayscale.
SAS logo featuring the letters "sas" in lowercase with a stylized "S" design to the left.
Logo of UnitedHealthcare with icon resembling a shield on the left and the company name written in a serif font on the right.
Logo of United Way featuring stylized hand, person, and rainbow circle.
Xerox logo with grey text and a stylized sphere featuring white intersecting lines.
Sherwin-Williams logo featuring an inverted paint can pouring paint over a globe, with the company name in capital letters to the right.
Logo reading "Window World" in black script on a gray background.
American Century Investments logo featuring a stylized tree and text.
Microsoft logo with four colored squares forming a larger square on the left and the word "Microsoft" in gray text on the right.
Nintendo logo with black text inside a rounded rectangle.
The image shows the Volvo logo, a circle with an arrow pointing diagonally upwards to the right and the word "Volvo" written across the center.
Canon logo in black font on a transparent background.
CAT logo featuring bold black letters with a white and gray triangular shape underneath.
Black and white Dairy Queen logo with the letters "DQ" inside a tilted oval shape.
Fidelity Investments logo featuring a stylized sunburst design above the company name.
IBM logo in bold, gray letters with horizontal lines cutting through each letter.
Intel logo in black and white with the company name in lowercase letters encircled by an oval.
Logo of the National Association of Realtors, featuring a stylized "R" symbol and the organization's full name in bold letters.
TEDx logo in bold, uppercase black letters on a white background.
Logo of Choice Hotels featuring a stylized letter "C" composed of geometric shapes above the text "Choice Hotels.
Logo with the letters "E" and "O," and a circular shape resembling a clock or gauge with a needle pointing right. Three small stars are above the image.
Genworth Financial logo featuring a circular pattern of triangles with the company name underneath.
Black and white Johnson & Johnson logo with stylized cursive lettering.
Target logo with a red bullseye above the word "TARGET" in capital letters.
UPS logo in grayscale, featuring the letters "ups" inside a shield design.
Black ESPN logo on a transparent background.
Black and white GSK logo with bold, stylized letters on a transparent background.
MLS logo in black and white, featuring a diagonal stripe across a shield with three stars and the letters "MLS" at the top left.
Three purple fish silhouettes swimming to the right on a dark background.

Find Your Best-Match Program

With over 18 possible keynote speaking presentations, workshops, and GOLDFISH TANK programs available to meet your ever-evolving needs, I’ve created this 2-minute, 6-question quiz to help you understand which program is best for you and your audience.

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Meet Your Presenter

Through keynote speaking presentations, hands-on workshops, and GOLDFISH TANK programs, I empower you to power loyalty and growth.

Hi, I’m Stan Phelps. I work with organizations that want to increase loyalty, drive sales, and promote positive word-of-mouth by creating differentiated experiences.

As an author, keynote speaker, and workshop facilitator, my in-person and virtual programs stand out in a sea of sameness because I model my own message of differentiated experience (DX).

I leverage my unique collection of more than 5,500 case studies on customer, employee, and brand experience to engage audiences with practical ideas that inspire action.

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

Through my partner B1G1, each program gives back to create global IMPACT

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

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

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