Roy Osing, author and business consultant, explains how businesses can navigate the turbulent waters of the contemporary economy. Drawing on his distinguished career as a business executive, entrepreneur and leader in the telecommunications industry, Osing gives you the real deal: performance enhancement and survival ideas based on solid business principles that have been successfully implemented in the real world.
For business strategy executives, marketing and sales managers, customer service managers and business owners and entrepreneurs alike, BE DiFFERENT or be dead is an invaluable resource for any leader looking to create a competitive edge for their organization and build long term success.
The challenge for any business leader is to harness the energy from all parts of their
organization to work in unison to win in their market. In practical and easily understood
terminology, Roy Osing shows how to leverage the critical functions of strategy, marketing, sales and customer service to be different and survive.
Osing’s ability to clearly articulate "be different" strategies, motivate team members
to execute those strategies, and effectively respond to the challenges of a rapidly
changing competitive landscape was invaluable in raising TELUS to its position of
leadership in the telecommunications industry today. An absolute ‘must read’ in today’s economic climate for Fortune 500 executives and
small business owners alike.
-- Darren Entwistle, President & CEO, TELUS Corporation
This valuable book will benefit both aspiring and veteran marketers. The student will
find a comprehensive guide to many tricks of the trade, while the marketing veteran
will be reminded of the fundamental principles of effective marketing. Written by one
of the country’s leading marketing specialists, BE DiFFERENT or be dead is easy to
read, well organized and provides essential food for thought.
-- Angus Reid, PhD, Chief Executive Officer, Vision Critical Group
BE DiFFERENT or be dead does a masterful job of teaching us how to move innovative
ideas through to successful implementation. If you want to be different, read this book
and apply its principles!
-- Gregg Saretsky, EVP Flight & Marketing, Alaska Airlines
As a former CEO of a national telecommunications company, I can attest to the
critical importance for corporate and product differentiation. Osing’s passion for
business and belief in the need for companies to differentiate themselves from the
pack is not just theory: it is based on practical experience that everyone involved in
product strategy and management needs.
-- Carol Stephenson, Dean of Richard Ivey School of Business,
The University of Western Ontario