Blog Archives

Measuring the Unmeasurable

I don’t agree with the common business dictum, “If you can’t count it, it doesn’t count.” There are many important things in business that can’t be directly measured. But don’t confuse “it can’t be measured” with “we can’t know if





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Posted in Latent Profit, Loyalty, Newsletters, Observations

Ultimate Copywriting

Here’s the best way to ensure that your customers don’t pay attention to your brochures, ads, web sites, press releases and sales presentations: Talk about your products and services and about how great your company is. Seriously, in your life as a





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Posted in Conversation, Loyalty, Marketing, Newsletters

Staples are a commodity, to the Max

I was in Staples recently, looking at a shelf that didn’t have exactly the product I needed.  So, while standing in the aisle at Staples, I called Office Max. The Office Max clerk put me on hold to check availability





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Posted in Brand Harmony, Loyalty

Do Differentiation Differently

Today’s newsletter, Do Differentiation Differently, turns the tables on differentiation: If it’s so difficult to get customers to see why you’re different, why not focus on what your customer thinks is different: Himself. I explore this concept in great detail





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Posted in Customer Encounters, Loyalty, Marketing

Basic Ingredients

I hear these statements all of the time, and they are rarely ever true: “Our customers buy from us because of trust.” “Our customers give us business because we have high integrity.” “Our customers are loyal to us because we





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Posted in Invent Your Future, Loyalty, Observations

Your best investment. (It ain’t stocks)

Today we heard official news that we already knew:  We are in a recession.  So what are you going to do? My newsletter today, It’s Time to Invest, encourages us to invest in our most valuable asset, the loyalty our





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Posted in Loyalty

Buy 18, get your 10th free

In my video post yesterday I talked some more (…. ok, I’m a bit obsessed with this topic) about the difference between transactional loyalty and True Loyalty. Transactional loyalty is based on promotions and programs, (and the customer is only





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Posted in Loyalty

Drivercam: Everybody is trying to steal your customers

It’s true.  Everyone wants a piece of your customers.  And, in this economy, expect the promotions, offers and deals to explode. In this Drivercam riff, I focus on how customer loyalty – True Loyalty – is probably the most valuable





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Posted in Loyalty

I believe I am loyal to you

True Loyalty isn’t created because one business offers customers a better deal than their competitors offer.  True Loyalty happens when a customer has deep, meaningful, unquestioned beliefs about a company they buy from or a product they buy. Today’s newsletter,





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Posted in Loyalty

Who cares about your 10th pizza?

Caroline and I have been talking a lot lately about the differences between True Loyalty and transactional loyalty … she had an experience the other day that showcases this difference. Caroline and her sister/roommate Emily started ordering pizzas from Home





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Posted in Loyalty
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Roma Maxwell

Roma Maxwell, Director of Sales and Marketing, Rancho La Puerta
Rhoda Olsen
Steve Yastrow has clearly described the emotional reality of customer relationships and their impact on profitable business growth.

Rhoda Olsen

President, Great Clips for Hair
Jennifer Whelan
“Steve’s workshops helped bring out what is best at Acuative. His insights were fresh and long-lasting—we continue to use his tools and approach years later.”

Jennifer Whelan

Vice President of Marketing, Acuative
Steve put together a program that produced spectacular results, and the quality of our communication and customer satisfaction is vastly improved. I’ve been in business for 40 years, and Steve’s the first consultant that I’ve gotten my money’s worth from. We’re going to continue to work with Steve and the bright, energetic people that are on his team.

Jim Winter

COO, Dimension Design
Alex von Bidder
Steve Yastrow's teachings are applicable to any business that values long-standing success based on personal relationships.

Alex von Bidder

Managing Partner, The Four Seasons Restaurant, New York
Chris Miller
I rarely book speakers more than once. But I’ve used Steve four times! Steve has our association’s interest at heart and works tirelessly to deliver customized programs. He always ranks highly with our affiliates because he is outcome-focused, fast-paced and highly engaging. Anyone looking for insight and understanding into marketing, branding and sales should book Steve!

Chris Miller

Executive Director, Professional Systems Network International
Tom Peters
When Steve Yastrow writes, I pay close attention.

Tom Peters

Founder, Tom Peters Company
Kathleen Phillips
Not only is Steve's content sound, but the energy he displays in delivering it will knock your socks off.

Kathleen Phillips

Ernst & Young, Chicago, IL
Jennifer Whelan
Our work with Yastrow and Company yielded the best long-term value of any consulting engagement we’ve ever had. As we grow and expand internationally, Acuative continues to depend on the branding approach and marketing tools Steve and his team developed. Yastrow and Company genuinely partnered with us, were exceptionally responsive and remain committed to our success.

Jennifer Whelan

Vice President of Marketing, Acuative
Mike Depatie
Steve Yastrow is at the forefront of the next evolution in marketing. We have implemented many of his innovative ideas... and have seen very positive results.

Mike Depatie

CEO, Kimpton Hotels and Restaurants
Alex von Bidder
In these high pressure times of bite-size communications we all hunger to be listened to and cared for individually. Our customers know great hospitality, the kind that is not about selling but treating their needs as our highest priority. Steve Yastrow’s teachings are applicable to any business that values long-standing success based on personal relationships.

Alex von Bidder

Managing Partner, The Four Seasons Restaurant, New York
Craig Dwight
Steve’s approach to integrating all customer contacts into a comprehensive marketing message is a must in today’s information age. We have partnered with Steve to develop our integrated and comprehensive marketing message, and as a result of his excellent work, his new book is required reading for all of our employees.

Craig Dwight

Chairman & CEO, Horizon Bancorp
Rancho La Puerta has enjoyed continued success because of the work we did with Yastrow and Company. Together, we implemented business strategies that have contributed to our success. Steve and his team truly believe in our brand. I highly recommend Yastrow and Company to any business that needs help building the bottom line.

Roma Maxwell

Director of Sales and Marketing, Rancho La Puerta
Yastrow and Company introduced Brand Harmony and their Be the Brand concept to our team at Jenny Craig.  I believe these new ideas contributed in helping us triple the company's revenue during my years as CEO.

Jim Evans

former President and CEO, Jenny Craig
David Sank
I highly recommend Yastrow and Company to any business that is intent on enhancing their customer experience. Prior to working with Steve, we were communicating various messages to customers. Steve and his team helped us achieve a cohesive brand message that we as a company live daily. Steve is an incredible listener and learned the nuances of our business rapidly. I can’t imagine anyone Yastrow and Company couldn’t help.

David Sank

President and CEO, Calico Cottage
Chris Tucker
Steve is a creative and collaborative speaker who communicates his ideas clearly and concisely. He immediately understood our business needs and provided a better perspective on how our customers see us as a company. I have referred Steve to our customers in the past and I will continue to do so. He’s intuitive and has a unique way of looking at business. Steve has the experience to turn a project into something extremely valuable for any organization. I strongly recommend working with Yastrow and Company.

Chris Tucker

Director of Business Development, MBX Systems
Rancho La Puerta has enjoyed continued success because of the work we did with Yastrow and Company. Together, we implemented business strategies that have contributed to our success. Steve and his team truly believe in our brand, and our experience with them was empowering, fun and a great learning opportunity. I highly recommend Yastrow and Company to any business that needs help building the bottom line

Roma Maxwell

Roma Maxwell, Director of Sales and Marketing, Rancho La Puerta
Ditch the Pitch is a great read-- interesting, fun, and easy to follow. And I’ve already seen the concepts work. Just yesterday, I called a client and had a conversation that was 95% about the client, as the book suggests. At the end of the call, he sent a new matter my way. I ditched the pitch and it resulted in new business.

Attorney

Chicago, IL
We have seen huge benefits from Steve's input. Steve is unlike any other consultant I've ever worked with. He takes a genuine, deep-seated interest in our business. He is intuitive and able to identify problem issues quickly. We wouldn't be as far along in acheiving of our long-term growth strategy if we hadn't actively and aggressively pursued Steve's Brand Harmony.

Michael MacDonald

Executive VP Sales and Marketing, American Licorice Co.
Doug Ducey
In one morning, Steve re-energized the way we look at marketing. The only question we had at the end of the session was, ‘When can we get him back?'

Doug Ducey

CEO & Chairman, Cold Stone Creamery, Governor of Arizona
Ward Alles
Steve Yastrow knows his stuff. That's why our management team has read all of his books. And that's why we've had him as a keynote speaker at both client and employee events. From creating brand alignment, to selling more effectively, to providing top-notch customer service, Steve offers words of wisdom based on real-life experiences. He always engages his audiences with questions, interactive exercises and great storytelling that keep you coming back for more. Read Steve's books. Then book Steve. You'll be glad you did.

Ward Alles

CEO, Core Creative
Marc Allen
We are absolutely better off after engaging Yastrow and Company. They helped us look at our business from our clients’ perspective, resulting in a cultural shift throughout our organization. These changes have made a big impact - we’ve gained new clients and strengthened relationships with existing clients. The investment was well worth it.

Marc Allen

Vice President of Sales, AMD Industries