
Be Different or Be Dead with Roy Osing
02/25/25 • 65 min
In this insightful episode, Wendy Coulter and Roy Osing discuss the essential steps to building a strong brand and unlocking unprecedented business results. Wendy, a brand expert, introduces Roy, a disruptor who took a startup to $1 billion in sales. Together, they unpack Roy's unique 'Be Different or Be Dead' approach, the importance of strategic game planning, hiring for goosebumps, and executing innovative processes. Learn the keys to creating gas-worthy experiences, transforming cultures, and achieving remarkable growth by embracing audacious, unheard-of ways.
00:00 Introduction to Wendy Coulter and Branding
01:04 Meet Hannah: Fun Facts and Snow Outfits
02:24 Introducing Guest Roy Osing: Be Different or Be Dead
03:40 Roy's Journey: From Startup to Billion-Dollar Sales
04:30 The Importance of Differentiation and Innovation
08:47 Creating a Strategic Game Plan
10:53 Innovative Approaches to Customer Engagement
18:30 Eliminating Dumb Rules for Better Customer Experience
20:47 Roy Osing's Company and Its Evolution
23:04 Hiring for Goosebumps: Building a Caring Team
32:11 The Goosebumps Story and Hummingbird Effect
32:34 Measuring Customer Perception
33:54 Creating a Caring Culture
36:33 Challenges in Small and Large Businesses
37:48 Leadership and Execution
39:53 Strategic Game Plan and Execution
41:40 Innovation and Simplification
41:59 Case Study: Lawn Cutting Business
43:51 Setting Growth Targets
44:54 Differentiation and Customer Focus
51:34 The Importance of Deletion in Innovation
52:50 Startup Growth and Challenges
01:00:57 Be Different or Be Dead
01:01:29 Conclusion and Contact Information
In this insightful episode, Wendy Coulter and Roy Osing discuss the essential steps to building a strong brand and unlocking unprecedented business results. Wendy, a brand expert, introduces Roy, a disruptor who took a startup to $1 billion in sales. Together, they unpack Roy's unique 'Be Different or Be Dead' approach, the importance of strategic game planning, hiring for goosebumps, and executing innovative processes. Learn the keys to creating gas-worthy experiences, transforming cultures, and achieving remarkable growth by embracing audacious, unheard-of ways.
00:00 Introduction to Wendy Coulter and Branding
01:04 Meet Hannah: Fun Facts and Snow Outfits
02:24 Introducing Guest Roy Osing: Be Different or Be Dead
03:40 Roy's Journey: From Startup to Billion-Dollar Sales
04:30 The Importance of Differentiation and Innovation
08:47 Creating a Strategic Game Plan
10:53 Innovative Approaches to Customer Engagement
18:30 Eliminating Dumb Rules for Better Customer Experience
20:47 Roy Osing's Company and Its Evolution
23:04 Hiring for Goosebumps: Building a Caring Team
32:11 The Goosebumps Story and Hummingbird Effect
32:34 Measuring Customer Perception
33:54 Creating a Caring Culture
36:33 Challenges in Small and Large Businesses
37:48 Leadership and Execution
39:53 Strategic Game Plan and Execution
41:40 Innovation and Simplification
41:59 Case Study: Lawn Cutting Business
43:51 Setting Growth Targets
44:54 Differentiation and Customer Focus
51:34 The Importance of Deletion in Innovation
52:50 Startup Growth and Challenges
01:00:57 Be Different or Be Dead
01:01:29 Conclusion and Contact Information
Previous Episode

Co-Developing Success: Mike Ganey's Marketing Strategies
Join Wendy Coulter as they dive deep into the power of branding and its surprising impacts, with special guest Mike Ganey—a marketing veteran with experience at Anheuser-Busch, Balson, and House-Autry Mills. In this episode, Mike shares insights on the importance of developing a strong brand, the value of customer-focused innovations, and how marketing fits into the broader company strategy. From his unique experiences in marketing non-alcoholic products at Anheuser-Busch to pioneering innovations in commodity products, Mike presents invaluable lessons for business leaders looking to make a profound impact. Tune in for real-world examples of successful marketing tactics, the significance of taking a holistic view of marketing, and why marketers should always be in love with their target audience.
00:00 Introduction to the Power of Branding
00:52 Meet the Team: Wendy and Hanna
02:01 Special Guest: Mike Ganey's Journey
02:46 Marketing Insights and Career Highlights
11:41 The Hummingbird Effect in Action
19:14 International Marketing and Consumer Understanding
23:22 Innovative Product Development Strategies
33:11 The Fear of Price Increases
33:39 Unarticulated Consumer Needs
35:46 Innovation in Product Development
37:02 Observational Research at House Autry
40:21 New Product Concepts
46:42 The Role of Marketing Leaders
47:33 Staying Competitive in a Changing Market
53:52 The Value of Market Research
01:01:20 Simplifying Marketing Strategies
01:05:05 Final Thoughts and Takeaways
Next Episode

A Game-Changing Shift with Worth Gregory
Join Wendy Coulter on a sunny spring break morning in Charleston as she explores the world of brand building and AI innovation. Special guests include Hanna Jernigan, a marketing strategist, and Worth Gregory, the Chief Marketing Officer at Tactix AI. Wirth shares his journey from football coaching to the tech industry, highlighting how small innovations in branding and marketing can lead to significant business breakthroughs. Discover how AI is transforming football coaching and how a strong community-led marketing approach can drastically improve company valuation and sales. Tune in for valuable insights on content creation, side-by-side marketing, and the importance of storytelling.
00:00 Introduction and Spring Break Greetings
00:43 The Hummingbird Effect in Branding
01:15 Weather and Casual Conversation
01:55 Introduction to Wirth Gregory and AI in Branding
03:35 Wirth Gregory's Journey from Football to Tech
06:02 AI Innovations in Football Coaching
08:18 The Hummingbird Effect in Marketing Strategies
12:14 Building Community and Brand Advocacy
14:55 The Role of Content in Marketing
27:50 Innovation and Experimentation in Marketing
31:46 Conclusion and Final Thoughts
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