How Great Organizations Do Ordinary Things in Extraordinary Ways

By: Gary Tubridy Chief Sales Executive Events

Ordinary is not an option.

In an era of hyper-competition and nonstop disruption, the only way to stand out from the crowd is to stand for something truly original. According to Bill Taylor, best-selling author and co-founder of Fast Company Magazine, the goal is no longer to be the best at what people already do. The question is, What can you promise or deliver that no one else can? Asked another way, What are you prepared to do for customers and markets you serve that other companies can’t or won’t do? The answers will shape your future performance and success.

Are you learning as fast as the world is changing?

Bill made the point in his 2017 CSE Forum keynote address (and newest book “Simply Brilliant”), that most companies, in most fields, have tunnel vision. Everyone is chasing the same opportunities and missing new ones. Too often, the longer you are at your job and the more accomplished you are, the harder it becomes to open your eyes and open your mind to new possibilities and new prospects. Bill went on to note that we allow what we know to limit what we can imagine. When you achieve a position of leadership, you have to look in the mirror and ask yourself, “Am I learning as fast as the world is changing?”

How do I make my brand and organization more interesting?

Bill spoke about giving yourself permission to set aside thinking about the customer segments or market categories and ask yourself as sales leaders about the small number of decisions that define how you do business and how it separates you from how everyone else does business.

One important lesson Bill shared from his 20-year journey with Fast Company Magazine is that the most successful companies and leaders think differently than everyone else. Those leaders genuinely care more about customers, about colleagues and about how the whole organization conducts itself. In a world being totally reshaped by technology, with digital disruption everywhere, Bill notes that what customers and sales organizations really need is a deeper and more authentic sense of humanity.

Attendee Takeaways

Bill offered four important questions for companies looking to bring added value to customers in extraordinary ways:

  1. How are you bringing this valuable information to the customer?
  2. Are you solving a problem with a solution for the customer?
  3. What makes you stand out among competitors?
  4. What defines how you do business and what are the differentiators?

For more insights on revenue growth, stories of transformation and this year’s theme Rise of the Revenue Leader, don’t miss the 2018 CSE Forum Series–registration is now open. Reserve your spot today!

Explore more executive insights from the 2017 Chief Sales Executive Forum.

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Gary Tubridy

Gary Tubridy is a senior vice president of the Alexander Group and the general manager in charge of the firm’s management consulting business. Gary’s consulting work is focused on increasing marketing and sales effectiveness with particular emphasis in technology and medical products industries. Gary has deep expertise in diagnosing sales management issues and helping clients execute action plans to improve results. His research is focused on best practices of leading sales organizations in North America with particular emphasis on sales force transformation and the role of sales leadership. He leads the Alexander Group executive events series and hosts the Operations and Executive Forums. He is one of three founding stockholders of the Alexander Group.


Gary has been with the Alexander Group for over 35 years. Prior to that, Gary was in sales with the IBM Corporation. Gary holds a B.A. from Brown University and an MBA from the Graduate School of Business at Columbia University.


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