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Tony Belilovskiy from the C3 Excellence team came to us from his home base in Sarasota, FL to present eye-opening insights on how to excite customers, engage employees and set new measures of success others can only dream about.

This all took place at Crowne Plaza North, 6500 Doubletree Avenue, Columbus, OH 43229 on January 14, 2020.

It was a packed room.  The dinner was great and everyone had an enjoyable time networking with others at their table.  Afterward Tony took the podium and you almost wished you had seat belts as he tore 90 mph through his material.  But it was a comfortable 90 mph.  He had lots of anecdotes and interesting perspectives on many diverse industries, from state government to the entertainment industry to commercial aviation.  One of his key insights was that we are in the entertainment age and we should no longer consider our market as customers or consumers or users, but rather as fans.

Another key point was that each of our jobs or roles at a company should be defined as making a product.  By defining what you provide to your fellow workers as a product you are able to measure it and improve it much more effectively.  Another key point was to define what the customer (fan) is actually looking to acquire when they purchase your product or service and work backward from there as to how best to make it or provide it to them.  A further point was to tackle the great lie, that is, the thing that is ignored because it is believed it cannot be measured or controlled.  An example of these two points was a hotel.  A hotel believes they provide a room and amenities and services and those are the things they ask you to rate them on when you leave.  But to a business traveler a hotel is providing a good night's sleep.  The hotel never asks, "How did you sleep?" because they don't think they can control that.  But to a great extent, they can.  They can make sure the environment is conducive to sleep by ensuring the room is quiet.  For instance, they should not book a business traveler into a hall mostly occupied by a hockey team.  He was quite entertaining and interesting and well worth the evening.