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The Marketing Book Podcast: "Black Goldfish" by Stan Phelps

Black Goldfish: 10 Keys to Creating a Differentiated Experience by Stan Phelps

stan phelps blk combo-1 About the Book

Your brand today is no longer what you tell people it is. It is the differentiated experience (DX) your employees deliver. It is what you stand for and how your customers feel about you. And most importantly, your brand is what your customers and employees tell others about their experience.

Black Goldfish is an amalgam of the first 10 colors in the Goldfish Series. The color black happens when you put all the other colors together. Here’s a quick overview of the colors and 10 keys to creating a differentiated experience:

  • PURPLE - little things that add value or make it easier for customers
  • GREEN - little things that drive engagement and reinforce culture for employees
  • GOLDEN - little things for your “vital few” employees and customers
  • BLUE - leveraging technology, data, and analytics to improve customer experience
  • RED - embracing purpose in business to benefit employees, customers, and shareholders
  • PINK - differentiating by defying normal and exploiting imperfection
  • YELLOW - contributing to the happiness of customers, employees, and society
  • DIAMOND - excelling under pressure in sales and client management
  • GRAY - leading across the five generations in the modern workplace
  • SILVER - rising above distractions to communicate both loud and clear

About the Author

Stan Phelps is a best-selling author, keynote speaker, and workshop facilitator.

Stan is a TEDx speaker, and an IBM futurist, and his writing has been syndicated on top sites such as Forbes, Customerthink, and Business2Community.

He has spoken at more than 500 events across Australia, Bahrain, Canada, Ecuador, France, Germany, Holland, Israel, Japan, Malaysia, Peru, Russia, Singapore, Spain, Sweden, the UK, and the US.

Prior to professional speaking, Stan had a 20-year career in marketing that included leadership positions at IMG, Adidas, PGA exhibitions, and Synergy. At Synergy, he worked on award-winning experiential programs for top brands such as KFC, Wachovia, NASCAR, Starbucks, and M&Ms.

He is the author of The Goldfish series of business books which includes Purple Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, Pink Goldfish, Yellow Goldfish, Gray Goldfish, Red Goldfish, Diamond Goldfish, Silver Goldfish, and one other book – Bar Tricks, Bad Jokes And Even Worse Stories: 101 Bar Tricks, Riddles, Jokes and Stories.

And, interesting fact – Stan also has a law degree!

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Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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