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About Stan Phelps
Stan challenges brands to explore new opportunities, showing them how to be more successful in tomorrow's changing world. Working with clients to create keynotes and workshops that are memorable, meaningful, and on-brand.
He is the author of the Goldfish Series of books and one fun one:
Purple Goldfish 2.0 - 10 Ways to Attract Raving Customers. The book is based on the Purple Goldfish Project, a crowdsourcing effort that collected over 1,001 examples of
signature added value. The book draws inspiration from the concept of lagniappe, providing 10 practical strategies for winning the hearts of customers and influencing positive word of mouth.
Green Goldfish 2.0 - 15 Ways to Drive Employee Engagement and Reinforce Culture. The Green Goldfish examines the importance of employee engagement in today's workplace. The book showcases 15 ways to increase employee engagement. Signature ways beyond compensation to reinforce the culture of an organization.
Golden Goldfish- The Vital Few: All Customers and Employees Are Not Created Equal. The Golden Goldfish examines the importance of your Top 20% of customers and employees. The book showcases nine ways to increase to drive loyalty and retention with these two critical groups.
Blue Goldfish - Using Technology, Data, and Analytics to Drive Both Profits and Prophets. Blue Goldfish showcases how companies are turning big data into little data. Turning insights into action to enhance relationships, responsiveness and readiness.
Purple Goldfish Service Edition - The 12 Ways Hotels, Restaurants, and Airlines Win The Right Customers. The book provides a dozen practical strategies for winning the hearts of customers and influencing positive word of mouth in a service business.
Red Goldfish - Becoming a For-Purpose Business to Drive Loyalty and Sales. The book shares cutting-edge examples and reveals the eight ways businesses can embrace purpose that drives employee engagement, fuels the bottom line, and makes an impact on the lives of those it serves.
Pink Goldfish - Defy Normal, Exploit Imperfection, and Captivate Your Customers. Companies need to stand out in a crowded marketplace, but true differentiation is increasingly rare. Based on over 200 case studies, Pink Goldfish provides an unconventional seven-part framework for achieving competitive separation by embracing flaws, instead of fixing them.
Purple Goldfish Franchise Edition - The Ultimate S.Y.S.T.E.M. For Franchisors and Franchisees. Packed with over 100 best- practice examples, Purple Goldfish Franchise Edition focuses on the seven keys to creating a successful franchise S.Y.S.T.E.M. and a dozen ways to create a signature customer experience.
Yellow Goldfish - Nine Ways to Increase Happiness in Business to Drive Growth, Productivity, and Prosperity. There should only be one success metric in business and thatʼs happiness. A Yellow Goldfish is anytime a business does a little extra to contribute to the happiness of its customers, employees, or society. Based on nearly 300 case studies, the book provides a nine-part framework for happiness-driven growth, productivity, and prosperity in business.
Gray Goldfish - How do you successfully lead the five generations in today's workforce?
You need the tools to navigate. Filled with over 100 case studies and the Generational Matrix, Gray Goldfish provides the definitive map for leaders to follow as they recruit, train, manage, and inspire across the generations.
Red Goldfish Nonprofit Edition - How the Best Nonprofits Leverage Their Purpose to Increase Engagement and Impact. The competition is fierce in the nonprofit world, even when competing in different spaces. Red Goldfish Nonprofit Edition explores the signature ways nonprofits reinforce their purpose and stand out in a crowded marketplace, whether it is an extra level of recognition for key donors, a special incentive designed to keep their best employees, or something simple like a luncheon to recognize volunteers or highest fundraisers. If you work at a nonprofit, this book will help you deliver "a little extra" to your stakeholders.
Diamond Goldfish - Excel Under Pressure & Thrive in the Game of Business. Diamond Goldfish uncovers how business is a game. Based on over 150 case studies and the science-backed framework of Market Force, the book provides perspective and tools for winning in sales and client management.
Silver Goldfish - Loud & Clear: The 10 Keys to Delivering Memorable Business Presentations. How do you avoid giving the typical boring corporate presentation? You need the tools and the approach to delivering memorable presentations. Filled with 64 tips, Silver Goldfish provides 10 keys and a six-step approach to coming across Loud & Clear.
...and one fun book:
Bar Tricks, Bad Jokes And Even Worse Stories: 101 Bar Tricks, Riddles, Jokes and Stories - This fun book contains over 101 bar tricks, riddles, jokes, and stories. Amaze your friends with tricks, puzzle them with riddles, astonish them with trivia, and punish them with bad bar jokes.
Prior to focusing on speaking, Stan held leadership positions at IMG, adidas, and the PGA of America. He also spent seven years as Chief Solutions Officer at Synergy, an award-winning experiential marketing agency. At Synergy, he helped create larger than life brand experiences for brands such as KFC, M&M's, Starbucks and organizations such as NASCAR, MLS, and the USTA.
Stan started writing and speaking in 2009 on the belief that "differentiation via added value" can be a game-changing strategy. For far too long, the overwhelming majority of marketing has fixated on the eyes and ears of the prospect. Not enough has been focused on creating experiences for current customers that drive referrals. Great customer experience is about being so remarkable that people can't help but talk about you. That if you absolutely delight someone - they will not only come back, but they'll bring their friends.
Stan received his BS in Marketing and Human Resources from Marist College, a JD/MBA from Villanova University, and a certificate for Achieving Breakthrough Service from Harvard Business School. He is a Past-President of the AMA Triangle, a 700+ member chapter of the American Marketing Association. He also currently serves on the Advisory Board for Special Spectators. Stan lives in Cary, North Carolina with his wife Jennifer and two boys Thomas & James.
He can be reached at email@example.com or +1.919.360.4702
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How can promotional products leverage purpose to increase impact?
The stories in this book are a reflection of more than 250 examples. We share the five ways businesses in the Promotional Marketing industry are tapping into purpose to stand out in business and spread goodness into the world.
Red Goldfish Promo Edition is divided into four parts:
The first section is “The Why.” We make the case for why you should leverage purpose. We’ll share the meaning behind the red in Red Goldfish and explore the idea that little things can make a huge difference with the metaphor of a goldfish.
The second section is “The What.” Here we explore the five ways that Promotional Marketing can be connected to supporting nonprofits, sustainable initiatives, and give people a stronger brand connection. We'll share leading-edge case studies in the categories of give back, diversity & inclusion, environmental, experience, and transparency & trust.
The third section is “The How.” Here we’ll share the three-step process for creating and leveraging purpose. First, how to develop a purpose statement. Second, how to create ideas to implement your purpose. Lastly, how to build your action plan.
The last section of the book gives you the Five Key Takeaways from Red Goldfish Promo Edition.
Are you looking to stand out from your competition?
Uhh, is that even a question? Of course, you are! Unfortunately, nearly every other marketer is, too... So, how can your brand stand out in a sea of sameness?
Purple Goldfish 2.0 is not your ordinary business book. It fundamentally aims to change the paradigm of what we do in business and how we do it. It offers 10 ways to attract raving customers. Purple represents “a little extra” whereas the goldfish stands for “differentiation.” A Purple Goldfish is defined as any time a business purposely goes above and beyond to provide a little something extra to differentiate the experience and honor the relationship. It’s a marketing investment back into your customer base. It’s that unexpected surprise that’s thrown in for good measure to achieve product differentiation, drive retention, and promote word of mouth.
Why this book is needed?
We’ve lost focus in marketing. We’ve been so laser-focused on automating our marketing to prospects that we’ve forgotten to deliver an exceptional experience once they’ve become customers. Advertising is no longer the answer. Traditional media is expensive, fragmented, and for the most part ineffective. Customer support is non-existent. We’re too busy outsourcing it. We’ve developed complex loyalty programs that confuse customers and only promise future benefits. What we really need is a concept that differentiates our brand, promotes retention, and generates word of mouth at the time of purchase. We call that concept a Purple Goldfish.
Call to Action
Your brand today is no longer just what you tell people it is. It’s what your customer experiences, how they feel, and, most importantly—what they tell others about that experience.” The entire premise of Purple Goldfish 2.0 is that the customer must come first. Customer experience should be the biggest priority. Stop focusing on “the two in the bush” (prospects) and take care of “the one in your hand” (your customer). Take care of the customers you have. When you provide them with a memorable experience, they’ll bring you the customers you want.
The book is broken up into three main parts:Part 1 - (The Why) The case for focusing on customer experience.Part 2 - (The What) 10 types of Purple Goldfish in the categories of value and maintenance.Part 3 - (The How) The four-step I.D.E.A. process for creating a Purple Goldfish.
Praise for Purple Goldfish 2.0:
"Stan, I loved Purple Goldfish, and now with the addition of Evan Carroll, you've improved on a masterpiece. You guys have hit the nail on the head. You've captured the essence of what marketing is all about."- Stew Leonard, Founder of Stew Leonard’s and author of My Story
“Purple Goldfish 2.0 is the new benchmark for customer service and experience excellence. The single source for numerous concepts and innovations that can help build the foundation for a world-class brand! (I just hope my competition doesn't find this book!)”- Chris Zane, Founder and President of Zane’s Cycles and author of Reinventing the Wheel
“If an experience wasn’t shared online, did it even happen? Stan and Evan share the importance of shared experiences in CX and marketing and how to make sure customers are happy at every step.”- Brian Solis, digital anthropologist, best-selling author, Lifescale: How to Live a More Creative, Productive and Happy Life
How do you avoid giving the typical boring corporate presentation?
You need the tools and the approach to delivering memorable presentations. Filled with 64 tips, Silver Goldfish provides 10 keys and a six-step approach to coming across Loud & Clear when presenting.
Silver Goldfish is divided into four parts:
The first section is “The Why.” We make the case for why you should invest in becoming a more engaging and memorable presenter. Here we’ll tackle the biggest myth in communication and explain the meaning behind the Silver Goldfish. We’ll delve into the meaning of “five by five” and silver. We’ll explore the idea that little things can make a huge difference in the metaphor of a goldfish. We’ll also shed the notion of a silver bullet in communication.
The second section is “The What.” Here we explore the keys to coming across “Loud” and “Clear” when you present. Specifically, we’ll address how to rise above distractions with your presentation skills. You’ll learn tips on how to impress, connect, express, facilitate, and entertain your audience. In addition, you’ll understand how to craft your content with clarity and organize your presentation in a way that makes your message memorable.
The third section is “The How.” Here we’ll share the six step S.I.L.V.E.R. process for creating a presentation. The first three letters involve preparation: Starting, Illustrating, and Learning. The second three provide guidance for the actual delivery of your presentation: Vaulting, Educating, and Requesting. We also include the Silver Preparation Grid and the Silver Presentation Matrix.
The last section of the book gives you the Five Key Takeaways.
Yellow Goldfish is broken into three main sections:
Section I outlines the Why. It explores the history and science of happiness and the background on the metaphor of a Yellow Goldfish.
Section II showcases the What. We’ll uncover nine keys for H.A.P.P.I.N.E.S.S: Health, Autonomy, Purpose, Play, Integrity, Nature, Empathy, Simplicity, and Smile.
Section III explains the How. Here we share the process behind creating your Yellow Goldfish for Happiness and Growth: Grounding, Reaching-up, Operationalizing, Wowing, Taking Time, and Harvesting.
Excel Under Pressure
Diamond Goldfish uncovers how business is a game. It's a guide for driving sales and deepening client relationships. Based on the Diamond Rule, over 150 case studies, and the science-backed framework of Market Force, the book provides perspective and tools for winning in sales and client management.
The book consists of three main sections:
Section I outlines the Why. Here we explore our metaphor of the Diamond Goldfish. We'll share the reasoning behind the diamond as a metaphor and the symbolism of the goldfish. The section will also explore our human biology, examine the impact of pressure, and uncover the four behavioral styles (Control, Influence, Power, and Authority).
Section II explains the What. Here we share the process of leveraging the Diamond Rule. We'll uncover how to M.I.N.E. for diamonds with the four-step process of Mindset, Identify, Neutralize, and Empathize.
Section III showcases the How. We explore each stage of the sales process using Market Force principles. First, we'll examine the Big Picture. Then we'll look in turn at setting the foundation, hosting the first meeting, and working the sale. We reveal how to acknowledge success and set-up for the next go-around. We'll finish the section by discussing the Diamond Rule Matrix, a quick reference guide to assess how your behavioral style works best with each of the four styles.
Praise for Diamond Goldfish
"In a clever, practical, tactical, and biological (yes, biological) framework, Diamond Goldfish will help you to recognize four different types of stakeholders you meet with when you are selling. You'll also discover their primary response to pressure, as well as how to best to resolve their concerns."
- ANTHONY IANNARINO, BEST-SELLING AUTHOR OF THE ONLY SALES GUIDE YOU'LL EVER NEED, EAT THEIR LUNCH, AND THE LOST ART OF CLOSING
"If put into practice on a wide scale, this brilliant Diamond Rule concept has the potential to revolutionize how business relationships work, producing improved results for everyone involved, both emotionally and financially.”
- STEVE SIPRESS, FOUNDER AND PRESIDENT OF CEO SCOTTSDALE AND SUCCESSFUL SELLING SYSTEMS, INC
Ready to upgrade your humanware and achieve prosperity in business?
It's the second book in the goldfish trilogy. The first book was an Amazon Best Seller entitled, What’s Your Purple Goldfish. Purple focused on customers, whereby Green focuses on employees. Both books are based on a revolutionary new approach called marketing g.l.u.e. (marketing by giving little unexpected extras).
The book is based on the findings of the Green Goldfish Project, an effort which crowd sourced 1,001 examples of signature added value for employees. Key themes emerged from the Project. The book is filled with over 200 examples.
PRAISE FOR WHAT’S YOUR GREEN GOLDFISH
"Stan is the sherpa that guides executives along the journey between the heart and mind of business stakeholders. Stakeholders aren't always customers though. At a time when company vision and culture matters more than ever, it takes inspired and engaged employees to bring them to life."
- Brian Solis, author of What's the Future of Business #WTF, The End of Business as Usual and Engage!
“So often overlooked, and so very vital to building company value... empowering employees to support each other and the brand. Stan Phelps ‘gets’ it and Green Goldfish will walk you step-by-step though achieving this critical goal.”
- Ted Rubin, author of Return on Relationship
“Great customer centric organizations only exist because of engaged and empowered employees. The Green Goldfish is packed with awesome examples of what world class companies are doing today to inspire and reward their employees. If you see value in truly building an “A Team,” Green Goldfish will be, without question, your single best reference.”
- Chris Zane, Founder and President of Zane's Cycles, author of Reinventing the Wheel, the Science of Creating Lifetime Customers
“Stan Phelps takes customer service to a whole new level by focusing on EMPLOYEE service, and how to do well by your employees - so they take care of your customers. Packed with stories, insights and R.U.L.E.S. any company can follow, this book is a must-read for managers of companies of all shapes and sizes who know that employees don't leave jobs - they leave managers, especially when they don't feel your love and appreciation. Pick this up, and start engaging your team and making more GREEN!
- Phil Gerbyshak, author of The Naked Truth of Social Media
"Our large-scale research shows unequivocally that engaged employees are more likely to work longer, try harder, make more suggestions for improvement, recruit others to join their company, and go out of their way to help customers. They even take less sick time. Companies can tap into the enormous value of engaged employees by following the 15 ideas that Stan lays out in this book."
- Bruce Temkin, author of The Six Laws of Customer Experience
“Too often, the actual employment experience delivered on the job does not measure up to the version sold to job candidates during the interview process. In What’s Your Green Goldfish, Stan Phelps offers 15 ways to close the gap.”
- Steve Curtin, author of Delight Your Customers:
7 Simple Ways to Raise Your Customer Service from Ordinary to Extraordinary (AMACOM, June 2013)
“In What’s Your Green Goldfish, Stan Phelps brilliantly applies the idea of ‘doing a little something extra’ fo
Although the original Purple Goldfish was written about customer experience, the same principles apply equally to franchisees. This book covers both in five parts: Part One provides background on the Purple Goldfish concept. Part Two examines how successful franchisors create scalable models through the S.Y.S.T.E.M. framework. Part Three focuses on how to create your own Purple Goldfish. Part Four distills the top five takeaways. The final section, Part Five, shares bonus content on types of Purple Goldfish and provides recommendations for additional reading and inspiration.
What's Your Purple Goldfish (WYPG?) is about differentiation via added value. Marketing to your existing customers via G.L.U.E (giving little unexpected extras). The end result is increased sales, happier customers and positive word of mouth.
Praise for WYPG?
"In business you do must do something that's above and beyond what's expected. Phelps shows the ingredients behind creating signature extras that are unconventional and innovative. Every business should be asking themselves, "What's our Purple Goldfish?"
-Tony Hsieh, NY Times bestselling author of "Delivering Happiness" and CEO of Zappos.com, Inc.
"Influence isn't a score, it is the ability to cause, effect or change behavior. Phelps shows marketers how to add that 'little something extra' that influences consumer behavior and drives word of mouth."
- Brian Solis, Author of The End of Business as Usual, Named a Top 2011 Business Book by Publisher's Weekly
“What's Your Purple Goldfish? is the new benchmark for customer service and experience excellence. The single source for numerous concepts and innovations that can help build the foundation for a world class brand! (I just hope my competition doesn't find this book.)”
- Chris Zane, Author of Reinventing the Wheel - The Science of Creating Lifetime Customers
“Stan’s approach of delivering the unexpected, lagniappes, is a great way to break from the pack and instill a mindset of customer delight across your company.”
- Bruce Temkin, Author of The 6 Laws of Customer Experience
“Your project has been an inspiration. I’ve talked about it many times, and included links in my articles. CEM can be complicated, but your examples show that with some creativity, companies can stand out by doing a little something extra.”
- Bob Thompson
CEO of CustomerThink.com, the world's largest community dedicated to customer-centric business, Author of CrowdService: Harnessing the Wisdom of Crowds in Customer Service and Support
“What's Your Purple Goldfish? busts a myth and reveals a simple truth about customer service. Stan uncovers the recipe for creating signature added value that increases customer satisfaction and drives positive word of mouth.”
- Barry Moltz, Author of Bounce, Crazy and B-A-M
“What's Your Purple Goldfish? is unique in that it doesn't leave you asking ‘Now what?’ after you've read it. It's filled with actual illustrations of what successful businesses are doing right now to differentiate themselves and add value to their customers' experiences.”
- Steve Curtin
“What's Your Purple Goldfish? is a great guidebook full of real-world examples business owners can use to increase great experiences to delight and surprise their customers. Read this book before your competitors do or be left in the dust.”
- Phil Gerbyshak, Author / co-author of 10 Ways to Make it Great! and #Twitterworks
“I have been a huge fan and contributor to The Purple Goldfish Project since inception because many companies talk about being ‘customer centric’ but few actually are. This project is a reflection of all those great companies that are getting it right every day, winning the hearts and minds of their customers one customer at a time!”
- Paul Dunay, Author of Facebook Marketing for Dummies
“At the heart of the marketing lagniappe concept lies the truth that we cannot simply meet the expectations of customer