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Donald Cooper

Donald CooperDonald Cooper has been both a world-class manufacturer and an award-winning retailer.  Now, as a business speaker and coach he helps business owners and managers throughout the world to rethink, refocus and re-energize their business to create compelling customer value, clarity of purpose and long-term profitability. For more information, or to subscribe to Donald's thought-provoking free business e-newsletter.


Five steps to becoming famous
ImageIn business, famous is good. Famous is larger than life! Famous has visibility and credibility!  People flock to famous. They tweet and blog about famous. They pay more for famous. The media promotes whatever is famous, which makes it even more famous! Being famous creates powerful marketing opportunities and makes a huge difference to the bottom line. We're not talking Hollywood famous here, but rather being famous to your target customers, in your chosen market because that's all that really matters.
The power of commitment
ImageMost businesses talk about ‘goals targets, aims and objectives' and it's a mistake. They have sales targets, profit objectives; customer satisfaction goals and they aim to do this and aim to do that. The problem is words like ‘goals, targets, aims and objectives' leave way too much wiggle room for your staff not to perform. We should replace all of those weak, wishy-washy words with one powerful word: commitments.
Be your customer's wise choice
ImageAre you the ‘wise choice' for your target customers? This simple but profound question is one I've been asking clients for years. If you're not the wise choice, stop whining there's no such thing as customer loyalty and do the work to deserve the loyalty you need and want. Don't expect customers to be stupid, uninformed, gullible or forgiving of your mediocrity. They can get what you sell 50 other places and they know it.
Take time to think
ImageTo thrive, every business constantly needs new ideas and perspectives. How much time do you set aside for thinking on a regular basis? Just quietly thinking? By doing so, you create a ‘space' for ideas and insights to be born and to grow.
Beware of the ‘brand' paparazzi
ImageIn the world of celebrities, the paparazzi are those relentless photographers trying to catch famous people doing bad things. Well, now everyone with a smart phone is a potential ‘brand paparazzo waiting to catch you, your staff and your brand on camera messing up.
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Donald Cooper
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