What did I learn by examining 5,000 business case studies? "Black Goldfish" is the culmination of all my work over the last decade. A journey that has included 12 coauthors and 16 Goldfish books. Here are 10 takeaways from the upcoming book that will launch on 2.22.22: 1. There is one word that comes from New Orleans that epitomizes the need to exceed customer expectations. That word is lagniappe. It is a Creole word meaning “the gift” or “to give more.” It is a signature personal touch by the business that creates differentiation and promotes word of mouth. 2. In business, price is what you pay. And price is only relevant to the value received. Value is what you get. Maintenance represents the business processes you are subjected to. The effort you need to make during an experience. The combination of value and maintenance nets out to be about a feeling. 3. An engaged workforce is key. Because value is created in the last two feet of a transaction—the space between the employee and the customer. 4. Not all of your customers and employees are created equal. Know your "vital few." 5. Companies that have a strong, defined purpose find that it drives employee engagement, connects with customers, and fuels the bottom line. 6. It’s easy to follow the crowd. It feels safe. But it’s not. Successful brands stick out. They are unusual. Don’t apologize for your flaws and don’t try to fix them. Instead, exploit your imperfections. 7. There is no black and white approach to leadership. There isn’t a clear-cut path to becoming a great leader. You have to use a variety of techniques to overcome challenges and get the most from five generations of employees. 8. Business is a game. And the key to winning in sales is managing relationships and minimizing pressure. 9. In the words of George Bernard Shaw, “The single biggest problem in communication is the illusion that it has taken place.” Communication occurs when your audience can repeat your message in their language. 10. Your brand today is no longer what you tell people it is. It is the differentiated experience your employees deliver. It is what you stand for and how your customers feel. And most importantly, your brand is what your customers and employees tell others about their experience. All else is derivative of this and only this. To quote Alecia Beth Moore (aka P!NK), "That's all I know, that's all I know so far."

1. TOP 10 BOOK
TAKEAWAYS

2. THE FIRST HARDCOVER
IN THE GOLDFISH SERIES
COMING 2.22.22

3. HERE IS A
PREVIEW
WITH TOP
TAKEAWAYS

4. THE BOOK IS
DEDICATED
TO THE LATE
TED LEVITT

5. BLACK IS NOT
POSSIBLE
WITHOUT MY 12
COLORFUL
COAUTHORS

6. IT BEGINS WITH
MY MOMENT
OF TRUTH IN
NEW YORK CITY

7. A GOLDFISH IS A
METAPHOR FOR
GROWTH AND
DIFFERENTIATION
TAKEAWAY #1
There is one word that comes from
New Orleans that epitomizes the need
to exceed customer expectations. That
word is lagniappe. It is a Creole word
meaning “the gift” or “to give more.” It
is a signature personal touch by the
business that creates differentiation
and promotes word of mouth.

8. HOW IS THIS
POSSIBLE?

9. YOU GET BLACK
WHEN YOU
COMBINE ALL
THE OTHER
COLORS

10. INTRODUCING
THE BLACK
MATRIX

11. THE MATRIX
BEGINS WITH
VALUE AND
MAINTENANCE
TAKEAWAY #2
In business, price represents what you
pay. And price is only relevant to the
value received. Value is what you get.
Maintenance represents the business
processes you are subjected to. The
effort you need to make during an
experience. The combination of value
and maintenance nets out to be about a
feeling.

12. 10 WAYS TO
DO LITTLE
EXTRAS FOR
CUSTOMERS

13. 15 WAYS TO DRIVE
EMPLOYEE
ENGAGEMENT
AND REINFORCE
CULTURE
TAKEAWAY #3
An engaged workforce is key. Because value is created in
the last two feet of a transaction—the space between the
employee and the customer.

14. 9 WAYS TO
RETAIN YOUR
“VITAL FEW”
CUSTOMERS
AND EMPLOYEES
TAKEAWAY #4
Not all of your customers and
employees are created equal.

15. THE NEXT LEVEL
OF THE MATRIX
INVOLVES
WARMTH &
COMPETENCE

16. 8 WAYS THAT
TECHNOLOGY, DATA
& ANALYTICS CAN
IMPROVE CUSTOMER
EXPERIENCE

17. EXPLORING THE
8 DIFFERENT
PURPOSE
ARCHETYPES
TAKEAWAY #5
Companies that have a strong, defined purpose find
that it drives employee engagement, connects with
customers, and fuels the bottom line.

18. 8 FLAWSOME
WAYS TO STAND
OUT AND
DIFFERENTIATE
TAKEAWAY #6
It’s easy to follow the crowd. It feels safe. But it’s not.
Successful brands stick out. They are unusual. Don’t
apologize for your flaws and don’t try to fix them. Instead,
exploit your imperfections.

19. THE TOP
LEVEL OF THE
MATRIX IS
CONNECTION
AND
PROGRESS

20. 9 WAYS TO
LEVERAGE
H.A.P.P.I.N.E.S.S.
FOR CUSTOMERS,
EMPLOYEES &
SOCIETY

21. MANAGING THE GRAY
TO SUCCESSFULLY
LEAD FIVE
GENERATIONS
TAKEAWAY #7
There is no black and white approach to leadership. That
there isn’t always a clear-cut path to becoming a great
leader. You have to use a variety of techniques to
overcome challenges and get the most from your
employees.

22. INCLUDING
THE GRAY
GOLDFISH
GENERATIONAL
MATRIX

23. MANAGING CLIENTS
AND PROSPECTS WITH
THE DIAMOND RULE
TAKEAWAY #8
Business is a game. And the key to winning in sales is
managing relationships and minimizing pressure.

24. 10 WAYS TO
COMMUNICATE
LOUD & CLEAR
TAKEAWAY #9
In the words of George Bernard Shaw, “The single biggest
problem in communication is the illusion that it has taken place.”
Communication occurs when your audience can repeat your
message in their language.

25. GETTING TO THE
BLACK IS THE
ULTIMATE GOAL

26. 4-STEP
PROCESS
TO CREATE
IDEAS

27. • LAGNIAPPE
• ATTABOYS
• VITAL FEW
• INFO-SENSE
• FOR-PURPOSE
• FLAWSOME
• GEZELLIG
• MANAGE THE GRAY
• DIAMOND RULE
• 5 BY 5
•

28. Your brand today is no longer what you tell people it is.
It is the differentiated experience your employees deliver.
It is what you stand for and how your customers feel.
And most importantly, your brand is what your customers
and employees tell others about their experience.
All else is derivative of this and only this.
BLACK
DX MANIFESTO
COMING 2.22.22
TAKEAWAY #10

29. It is always
darkest just
before it goes
pitch black”
“
- Despair.com