Books

The Goldfish Series

Book cover for "Purple Goldfish" by Stan Phelps & Evan Carroll, featuring a goldfish jumping out of a fishbowl against a purple background.

Purple Goldfish

Purple Goldfish is about differentiation via added value. Marketing to your existing customers via G.L.U.E. (giving little unexpected extras). The end result is increased sales, happier customers and positive word of mouth in your business.
Book cover titled "Green Goldfish" by Stan Phelps & Lauren McGhee, features hands forming a circle around a green fish. Subheading: "15 Keys to Driving Employee Engagement.

Green Goldfish

Green Goldfish is based on the simple premise that employees are the key drivers of customer experience and that “Happy Employees Create Happy Customers.” The book unlocks 15 keys to driving employee engagement in the workplace.
Pink cover with bold text "PINK 2.0," featuring a pink fish. Text reads: "Defy Normal and Exploit Imperfection" by David Rendall and Stan Phelps. Foreword by Jay Baer.

Pink Goldfish

True differentiation in business is rare. We are now living in an age of equivalency. Businesses need to find ways to stand out. In this book, Stan shows the eight FLAWSOME ways to leverage what makes you unique and differentiated in business.
Book cover for "Silver Goldfish" by Stan Phelps and Alan Hoffler, featuring a goldfish with a megaphone amidst water splashes.

Silver Goldfish

How do you avoid giving the typical boring corporate presentation? You need the tools and the approach to delivering memorable presentations. Filled with 64 tips, Silver Goldfish provides 10 keys and a six-step approach to coming across Loud & Clear when presenting.
Cover of the book "Gray Goldfish" showing colorful fish near a compass, with text about navigating gray areas to lead every generation.

Gray Goldfish

How do you successfully lead the five generations in today’s workforce? You need the tools to navigate. Filled with over 100 case studies and the Generational Matrix, Gray Goldfish provides the definitive map for leaders to follow as they recruit, train, manage, and inspire across the generations.
Book cover titled "Diamond Goldfish" with a fish holding a diamond. Subtext reads "Excel Under Pressure & Thrive in the Game of Business" by Stan Phelps, Travis Carson, & Tony Cooper.

Diamond Goldfish

Diamond Goldfish uncovers how business is a game. It’s a guide for driving sales and deepening client relationships. Based on the Diamond Rule, over 150 case studies, and the science-backed framework of Market Force, the book provides perspective and tools for winning in sales and client management.
Book cover titled "Blue Goldfish 2.0," featuring a blue fish in water with a digital binary code background, authors Stan Phelps & Chuck Gallagher noted below.

Blue Goldfish

A Blue Goldfish is any time a business leverages AI, data, and analytics to do a “little something extra” to improve the experience for the customer. The book is based on a collection of over 300+ case studies. It examines the three R’s: Relationship, Responsiveness, and Readiness. Blue Goldfish also uncovers eight different ways to turn insights into action.
Book cover of "Golden Goldfish" by Stan Phelps. Features a nest with golden eggs and a goldfish leaping above. Subheading: "The Vital Few: All Customers and Employees Are Not Created Equal.

Golden Goldfish

Golden Goldfish is based on the simple premise that all customers and employees are not created equal. For most businesses, 80 percent of profitability is driven by the top 20 percent of customers and employees. The books outlines nine ways to take care of  your “Vital Few” in business. The Golden Goldfish is the third book in the goldfish trilogy.
Book cover featuring a school of red fish forming a larger fish shape, with a smaller orange fish nearby. Title: "Red Goldfish" by Stan Phelps & Graeme Newell. Subtext: "Motivating Sales and Loyalty...

Red Goldfish

Purpose is changing the way we work and how customers choose business partners. Red Goldfish shares cutting edge examples and reveals the eight ways businesses can embrace purpose that drives employee engagement and fuels the bottom line. The book focuses on how purpose is driving loyalty and becoming the ultimate differentiator in business.
Book cover titled "Yellow Goldfish" featuring a goldfish jumping from a bowl of water shaped like a heart, with a smiling sun. Subheading describes it as a guide to business happiness.

Yellow Goldfish

There should only be one success metric in business and thatʼs happiness. A Yellow Goldfish is anytime a business does a little extra to contribute to the happiness of its customers, employees, or society. Based on 300 case studies, the book provides a nine-part framework for happiness-driven growth.
A black goldfish is positioned vertically against a white background with large black text that reads "BLACK GOLDFISH" and "Stan Phelps" below.

Black Goldfish

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. Black Goldfish is an amalgam of the first 10 colors in the Goldfish Series. The color black happens when you put all the other colors together.
Book cover titled "Plaid Goldfish" by Stan Phelps & Bob Murphy, featuring a goldfish and splash, with "COMING 2025" in red text. Subtitle: "A Playbook for Achieving World-Class Negotiation Outcomes.

Plaid Goldfish

[Coming 2025] Plaid Goldfish explores negotiation by focusing on the unique PLAID framework for success (Preparation, Listen, Adapt, Integrate, Deliver). The book will share how to leverage your own distinctive negotiation style, adapt strategies to meet varying challenges and build lasting, mutually beneficial relationships.

See the World a Little More Playfully

Bar Tricks, Bad Jokes…and Even Worse Stories

Far from his workshops and keynotes, Bar Tricks, Bad Jokes…and Even Worse Stories reveals a different side of Stan – the guy who believes a well-timed joke can diffuse tension, a clever trick can break the ice, and a funny story can turn strangers into friends. Inspired by his father’s knack for anchoring humor in truth (because the funniest jokes always have a grain of it), this book is a tribute to the art of bringing people together through laughter.

If you’ve ever wondered what makes Stan such an engaging speaker, Bar Tricks, Bad Jokes, and Even Worse Stories offers a glimpse into the humor and humanity he brings to every stage. It’s more than a book; it’s a celebration of the lighter side of life, guaranteed to leave you smiling – and maybe ready to try a few tricks of your own.

Grab a copy and let the laughter begin! It’s proof that whether he’s inspiring teams or telling bar jokes, Stan Phelps knows how to keep an audience engaged.

A person in a bright pink suit holds up a book titled "Bar Tricks, Bad Jokes" in front of a bar entrance.