Issue 170 - 04 | Defy Ordinary, Exploit Imperfection, and Captivate your Customers

By Stan Phelps & David Rendall
Published Nov. 14, 2018 12:00 p.m.
“It’s very common for brands to homogenize. As we look at what successful companies are doing, it’s natural to emulate them. This has even been institutionalized in the process of benchmarking. We try to find out what others are doing right, and then do the same thing. It sounds reasonable, but there’s a problem.

The problem is that when everyone in an industry starts copying the leaders, then, over time, the entire industry starts to look the same, feel the same, and sound the same. There are no differences. Nothing distinguishes one brand from another.”

About Stan Phelps & David Rendall | Stan Phelps is the founder of PurpleGoldfish.com. Purple Goldfish is a think tank of customer experience and employee engagement experts that offers keynotes and workshops that drive loyalty and sales. The group helps organizations connect with the hearts and minds of customers and employees. Stan had a 20-year career in marketing that included leadership positions at IMG, adidas, PGA Exhibitions, and Synergy.

During the last fifteen years, David Rendall has spoken to audiences on every inhabited continent. His clients include the U.S. Air Force, Australian Government, and Fortune 50 companies such as Microsoft, AT&T, United Health Group, Fannie Mae, and State Farm. Prior to becoming a speaker, he was a leadership professor and stand-up comedian. He also managed nonprofit enterprises that provided employment for people with disabilities.



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