How One Company Focuses Its Way Towards Excellence


Tell me about your firm (number of employees, location, type of companies you work with, etc.).

I have no employees because fulfilling government regulations is so time consuming and expensive. However, I hire several subcontractors for tax accounting, website design, public relations, business coaching, and advice on my specialty. I specialize in writing, speaking, and coaching on strategic marketing applications of the 80/20 rule. Business Expert Press published “Top Market Strategy: Applying the 80/20 Rule” to enrich graduate marketing courses. My upcoming book enriches businesses with 12 new ways to profit from the 80/20 rule. My partners are corporations and non-profit organizations that serve entrepreneurs, professionals, and business owners. I expect that my corporate partners will include Office Depot, Intuit, Wells Fargo, Staples and UPS (United Parcel Service). The non-profits are expected to include Small Business Development Center (SBDC), Service Corps of Retired Executives (SCORE), and the National Association of Women Business Owners (NAWBO), and various Chambers of Commerce throughout the country and for for various ethnic groups.

What process do you incorporate as you set the strategic direction of your company?

My strategic marketing direction is to walk my talk, to focus on the top 20% of my customers, suppliers, and services. Scientists confirm that the top 20% of any inputs will generate 80% of their results. Meanwhile the bottom 80% of the inputs will generate only 20% of the results. The 80/20 rule predicts that the top 20% of the inputs are 16 times more productive than the bottom 80% of the inputs. My mission is to coach entrepreneurs, professionals, and business owners to profit from using the 80/20 rule by focusing on their top inputs. For example, when they delight the most profitable 20% of their customers and attract more just like them, their profits will multiply. If they delegate the bottom 80% of their customers to a competitor that can better serve their needs, their business profits can increase five-fold by focusing on their most profitable 20% of their customers.

How many people do you involve in defining the strategic objective for your company and what are their roles in your organization?

Betty Rauch, Branding Expert; Michael Snell, Literary Agent; and Jayne Jewel, Senior Coach with the Anthony Robbins Organization, help me to define and fulfill my strategic objectives. Betty Rauch helps me focus the branding of my upcoming book and marketing efforts. Michael Snell coaches me to appeal to a first class publisher and suggested the name of my upcoming book, “Aesop’s Rules: Timeless Marketing Strategies for Entrepreneurs. The purpose of this book is to motivate entrepreneurs, professionals, and business owners to apply the 80/20 rule to their marketing strategies. Jayne Jewel coaches me to overcome barriers, attract opportunities, and prepare for success. She is a role model for coaching others in my business and personal life. Anthony Robbins motivated me to commit to excellence, not be afraid of challenges, and to clear my attitudes of toxic emotions. Brandon Bernard taught me how to solicit and fulfill corporate partnerships and non-profit sponsorships.

How do you go about ensuring that you have the right strategy?

I confer with these advisers, but make my own decisions. Through my ten years of teaching marketing at colleges of business, I taught my students to develop and execute a marketing strategy. Over 2000 of my marketing students started up a profitable business. I believe that the developing skills in entrepreneurship is more important than memorizing a book for a multiple-choice test or explaining an abstract theory on an essay exam. However, personally, I require advice from others to ensure that I use the right strategy in my own business. It is hard for a person to see the forest for the trees. Often I get bogged down in administrative and technical details, rather than offering my services to entrepreneurs, professionals, and business owners who see higher profits. My delight is in writing, speaking, and coaching them to profit from the 80/20 rule. A larger business can delegate these responsibilities to others.

What types of circumstances would you consider altering your strategic direction?

Michael Snell required me to remove the 80/20 rule from my upcoming book, “Aesop’s Rules: Timeless Marketing Strategies for Entrepreneurs.” Since this was the focus of my book, I told him we must part ways. Scientists, mathematicians, and empirical researchers have confirmed that the 80/20 rule is a universal law of nature. I am committed to coaching business owners to profit from the 80/20 rule. I would rather lose a literary agent than to stop focusing on the 80/20 rule with my writing, speaking, and coaching work. Another option is to retire, but daily the news alerts me to the need to use the timeless predictive power of the 80/20 rule to bring prosperity to the world. Besides, I enjoy coaching others to become more successful. Every day, I measure the value I provide to others and feel energized by my work and re-committed to my mission.

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1224 S. Peninsula Dr. #506, Daytona Beach, FL 32118