Focus builds a perception of expertise in the minds of the prospect. Those who are perceived as experts command a premium price.

Learn why you can't rely on customers to come up with your company's

best innovations.

Jim Sinegal, CEO of the nation's 4th largest retailer, defies conventional wisdom by putting his people first - before Wall Street. "Wall Street is in the business of making money between now and next Tuesday," he said. "We're in the business of building an organization, an institution that we hope will be here 50 years from now. And paying good wages and keeping your people working with you is very good business."

Inspire the believers and motivate the non-believers. There is no room for "well wishers to the cause" in your organization. Active participation in keeping the promise to your customers is essential for brand integrity.

Price, quality and service are not differentiators. Thanks to rising customer expectations, they're merely a prerequisite to play in the game today.

Discover how to get maximum buy-in with minimum resistance when undergoing a business transformation.

Learn the three things your company can do to become an extraordinary organization.

Learn about some examples of fixing a broken brand in this interview on the Dunn Deal Radio Show.

In this interview on SkyRadio interview that was heard by millions of travellers on American Airlines and United flights, you'll learn about the Universal Law of Focus and the benefits of focusing your company's strategy.

Learn why and how to develop an ideal customer profile.