Blog Archives

Quiver in Your Boots

A client company of ours was having a hard time making a gutsy, risky decision that we wanted them to make. “I would love for them to do something that makes them quiver in their boots,” my associate Amanda Cullen said. “They





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Posted in Invent Your Future, Newsletters, Observations

How not to talk about marketing

Let’s say you need to talk about marketing with a non-marketing executive.  How should you do it? Don’t talk about marketing. My life-long empirical study shows this: Most executives are suspicious of the marketing advice they receive.  Why? To quote





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Posted in Marketing

Across the board cuts are lazy

Across the board cuts are lazy There’s a lot of cost cutting going on these days, much of it necessary, appropriate and beneficial. But the worst kind of spending reduction– one you should avoid yourself and be suspicious of in





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Posted in Invent Your Future, Newsletters

Recalibration Interview

Apparently, a Microsoft executive read my tompeters.com post on Recalibration.  That led to an interview with Microsoft’s Retailspeak magazine.  Here’s a link to the interview. Related Posts: tompeters.com Recalibration series Your Business’s Stimulus Plan This is not a recession … still





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Posted in Invent Your Future, Marketing

Say yes!

Recalibration reality check: Are you saying “yes” more than you are saying “no?” This has been a constant theme in the advice I’ve been giving to people throughout this recesssion recalibration.  It is so easy to say no.  (Not saying





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Posted in Invent Your Future, Observations

It Happened One Night

1934 may have been the height of the Great Depression, but it is also the year that one of my favorite movies came out: Frank Capra’s It Happened One Night, starring Clark Gable and Claudette Colbert. In a famous scene,





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Posted in Invent Your Future, Latent Profit

See the Truth, Say the Truth

We’ve been blindsided by two hype-bubbles in the last 10 years. One of the many lessons we should have learned: If something looks wrong/fake/stupid/overblown/disingenuous/hyperbolic/ exaggerated/too-good-to-be-true … it probably is. So, if something looks fishy, smells fishy and/or tastes fishy, call





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Posted in Observations

Recalibrating customer interactions

Today I’ve been thinking a lot about recalibrating the approach to customer interactions. The day started off with a meeting with a client about a potential project.  Our discussion explored how this very successful company can develop more business from





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Posted in Brand Harmony, Customer Encounters, We relationships

Recalibrate Your Brand Story

(So, what’s your story? And why should I care?) Consider this: Your customers are living in a totally different world than they were a year ago. I don’t care what business you are in, your customers have new things to





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Posted in Brand Harmony, Invent Your Future, Latent Profit, Marketing, Newsletters

tompeters.com Recalibration series

I’ve started publishing a six-part series on tompeters.com, focusing on my Six Recalibration Questions: Where is the latent profit in your business, and how can you rethink how you generate results? How can your current customers help you unleash that





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Posted in Brand Harmony, Customer Encounters, Internal Marketing, Latent Profit
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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
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
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
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
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
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
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
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
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.
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
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
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
Tom Peters
When Steve Yastrow writes, I pay close attention.

Tom Peters

Founder, Tom Peters Company
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
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
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
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
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
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
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
I give Steve two thumbs up—five thumbs up, if I had that many!

Roma Maxwell

Roma Maxwell, Director of Sales and Marketing, Rancho La Puerta