Understanding the core purpose of your organization—beyond just making money—helps you define your distinctives and capitalize on the unique difference you make to your customers, employees, and supporters. At this session, you will learn 1) how to identify your core distinctives, 2) how to use your core distinctives to better connect with your intended audience, and 3) how to craft your brand, your culture, and your strategy to capitalize on those core distinctives.
About the presenter
Robert McFarland is the author of the international bestsellers, Dear Boss: What Your Employees Wish You Knew and Dear Employee: What Your Boss Wishes You Knew. He has extensive experience in leading organizations through strategic planning, speaking to large and small audiences, training organizations through lecture and experiential methods, and coaching leaders through change. Over the years, he has been a plenary or workshop presenter at many national conferences. Robert is also a regular contributor to the Daily News-Record.