Are you chasing the latest marketing tactics (like AI) without a clear, overarching strategy?

…Struggling to truly differentiate your business in a crowded, commoditized market?

…Or unsure whether to focus on acquiring new customers or retaining your existing ones for sustainable growth?

Today… Roy is going to tell you to STOP chasing "yummy" tactics and shiny objects.

In this conversation, 40-year business veteran and seven-time author Roy Osing breaks down the audacious, unheard-of strategies he used to take a startup to over a billion in sales.

He reveals his simple yet profound three-question "Strategic Game Plan" that forces founders to define their growth, target market, and unique value proposition.

Discover why most companies fail at differentiation, how to use AI as a strategic partner instead of a distraction, and why the secret to explosive growth lies in loving the customers you already have.

About Our Guest

Roy Osing is a former president and CMO of Telus, where he was instrumental in growing the company from a startup to an $18 billion telecom powerhouse. He is the seven-time author of the "Be Different or Be Dead" book series and a mentor who helps businesses build sustainable, differentiated growth strategies.

Key Discussion Points

⏵ The Strategic Game Plan: Roy outlines his three-question framework for creating a powerful, execution-oriented strategy in just 48 hours: 1) How big do you want to be? 2) Who do you intend to serve? 3) How are you going to win?

⏵ Finding What Customers Crave: Learn why focusing on what customers "need" leads to commoditization, and how discovering what they "crave" unlocks premium pricing and a competition-free zone.

⏵ The "Only" Statement: Roy explains how to craft a powerful statement that defines how your business is the only one that does what you do, moving beyond meaningless claims of being "the best" or "number one."

⏵ Hiring for Goosebumps: A powerful recruitment philosophy focused on hiring people who genuinely love other humans to create a truly caring and loyal customer experience.

⏵ Retention Over Acquisition: Why the biggest source of revenue growth comes from your existing customer base, and how fixing your mistakes masterfully can be the most powerful loyalty-building tool you have.

Resources & Mentions

• Guest: Roy Osing
• Roy's Website: bedifferentorbedead.com
• Roy's Email: roy.osing@gmail.com
• Roy's Book Series: "Be Different or Be Dead"
• Roy's Latest Book: "BE DiFFERENT or be dead: The Audacious ‘Unheard-of Ways’ I Took a Startup to A BILLION IN SALES"
• Roy's Blog Series: Stand Alone Saturday
• Roy's Podcast: Audacious Moves to a Billion