By May 16, 2019 May 24th, 2019 No Comments

When I was a kid, one of the only ways I ever figured I could achieve success was by becoming the Mayor of the town in which I lived.

I never imagined that one day I’d be able to visit so many incredible places around the world, and meet some of the most inspiring people. I can remember thinking, “Woah, there are people on the other side of the planet at this very moment in time!” A thought that, quite frankly, flabbergasted me.

For that reason, I have to pinch myself daily. I wish there were words adequate enough to convey my gratitude to live a life where I get to go and meet those people. To travel to the four corners of the earth and share my message. It is such a humbling thing to experience.

Also why naturally, when the car maker MINI reached out and asked if I’d be interested in speaking at their annual marketing conference, I did not hesitate. Here are some things that stood out to me during the event.

No talk about money?

I’m not going to lie, I was blown away by this event. I’m not sure what I was expecting, to be honest, but Frederic Dorais and his team put together a powerhouse day.

Something I found really impressive is that the focus of the day was all about providing better customer experiences, and building stronger customer relationships.

Every single talk during the day fed directly into that main theme. I don’t want to say that I wash shocked, but I was definitely excited to see how much care and concern MINI and their team has for something that you know resonates deeply with me. Their enthusiasm and passion was clearly displayed. It was, to say the least, a breath of fresh air.

Could I be a MINI Owner?

It’s quite possible, yes. Pay attention – here’s why!

First and foremost, you’re not selling vehicles. You’re not moving metal. You are providing freedom.

Think about it.

The luxury of owning a vehicle and being able to go where you want, when you want is just that: freedom.

The less time you spend worried about stock prices, regional volume goals, and the plethora of other reports you think matter – the more time you can spend thinking and focusing on providing freedom to your customers on their terms. The sooner you can do that, the sooner you will increase your book of business.


Because your marketing will resonate with them on a deeper level. You’ll know what to say, to who, and when. No more guesswork.

As I sat through the day with MINI, their passion, excitement and enthusiasm for providing a better experience for potential MINI owners was contagious. It’s exactly what customers are looking for.

People purchase items (in this case vehicles), from those they like and trust. It’s hard not to like and trust someone who devotes so much energy into ME (i.e., the customer).

For that reason, I left the day thinking, “I could own one of these things…” simply because I got to know the people behind it all.

When you’re out there on the front line, or in the next marketing meeting, talk more about your customers and what you can do to demonstrate your passion, excitement, and enthusiasm about their freedom, and you will win. There is longevity in building momentum around your customers.

Thanks MINI

I want to express my sincere and heartfelt appreciation to the MINI team (you know who you are!) who worked diligently to make this event a massive success. Thank you for the invitation, and for your trust in me that I’d be able to bring value to your people. You are amazing!

A brief snippet from the trip to BAVARIA!

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