Dominic Thurbon: 10 lessons on how to create value, stand out in a crowd and become the obvious choice

In today’s episode of the Elevate podcast, hosted by Samantha McLean, Dominic reveals how reframing the line between experience and baggage, or shaking the weight of legacy practices, can redefine success for real estate professionals.

With a rich background in corporate strategy and behaviour change, Dominic also shares how viewing past experiences through a new lens can propel you forward and why focusing on behaviour change can help you make the most of new technologies and achieve lasting business and personal growth.

Dominic also zeros in on marketing strategies that help businesses stand out, the critical role of AI in transforming the industry, and why understanding client problems at a deeper level is more crucial than ever.

Dominic and Sam also offer a sneak peek into the learnings he’ll share at Elite Retreat next month, why the most important battle in business is not with your competitor and the genius move he’s most proud of.

“You can only imitate your way to good. To get to excellent, you need creativity and innovation.” – DOMINIC THURBON

10 things you’ll learn in this episode:

1. Why solving customers’ highest-order problems is key to mattering.
Timestamp: 10-minutes.

2. The two common mistakes preventing businesses from mattering to customers.
Timestamp: 13-minutes.

3. The fine line between experience and baggage in business.
Timestamp: 16-minutes.

4. How AI is a general-purpose technology that’s here to stay.
Timestamp: 19-minutes

5. The surprising truth about where companies are investing their AI budgets.
Timestamp: 24-minutes.

6. Why unlocking AI’s value is more of a people challenge than a tech challenge.
Timestamp: 25-minutes.

7. The reason success leaves clues but doesn’t guarantee future success.
Timestamp: 27-minutes.

8. What to expect from Dominic’s presentations at Elite Retreat.
Timestamp: 28-minutes.

9. The genius move Dominic missed and the one he’s most proud of.
Timestamp: 32-minutes.

10. The most important battle in business (hint: it’s not with your competitors).
Timestamp: 38-minutes.

LINKS

Connect with Dominic Thurbon
Dominic will speak at Elite Retreat in August. Go on the waiting list at EliteRetreat.com.au
Matter: Move Beyond the Competition, Create More Value, and Become the Obvious Choice
Flip: How to Survive and Thrive by Turning Your Business on Its Head

Detailed Episode Guide:

Standing out from the competition requires more than simply delivering quality products or services. Dominic Thurbon, a keynote speaker at the Elite Retreat, shares valuable insights on how businesses can genuinely matter to their customers by focusing on solving their most pressing problems. In a conversation with Samantha McLean on the Elevate Podcast, Dominic explores the nuances of corporate transformation, strategic innovation, and navigating the transformational era of AI.

Understanding Experience vs Baggage
Dominic begins by challenging the conventional notion of experience versus baggage. He explains that both concepts encompass everything in our past that has shaped us into who we are today, but what differentiates them is their impact on the external environment. This reflection offers businesses a platform to reassess how past practices either drive them forward or hold them back.

Revolutionising First Impressions
Engaging with property professionals, Dominic underscores the importance of impactful first impressions. Real estate agents often risk prioritising outdated practices over adapting to evolving client needs. By focusing more on client challenges and less on ingrained habits, businesses can unlock opportunities to innovate and lead within their sectors.

AI: General Purpose Technology Here to Stay
Dominic recognises that AI brings both transformative potential and challenges for businesses today. With experience in AI development, he has seen firsthand its capacity to change industries across the board. However, he cautions businesses to stay focused on effectively addressing customer problems when adopting new technologies, rather than getting caught up in the excitement.

Behaviour Change: Key to Unlocking AI’s Potential
The true challenge in the AI era lies not in technological advances alone but in the behavioural shifts needed to make the most of these innovations. Businesses that adapt and evolve their practices to incorporate AI effectively are more likely to benefit from its rewards. Dominic notes that while AI can offer efficiency, the path to this evolution involves significant strategic and behavioural changes.

Dominic Thurbon at Elite Retreat 2023
During the Elite Retreat, Dominic will discuss how businesses can navigate complexity by breaking away from restrictive legacies and embracing customer-centred innovation. He aims to inspire substantial behavioural shifts among attendees, helping them translate conference insights into practical changes.

Key Takeaway: Your Mind is Your Greatest AssetDominic leaves the audience with a powerful message: the most significant challenge often lies within our own minds. He encourages individuals to create space for personal growth and overcome the internal barriers that may prevent businesses from realising their full potential. By staying adaptable and embracing change, businesses can not only survive in unpredictable environments but thrive.

Summary:
This Episode emphasise the importance of customer-focused innovation, strategic behaviour change, and the effective integration of AI for business transformation. Highlighting the impact of mindset and adaptability, he encourages businesses to overcome legacy constraints and evolve to truly meet client needs.

FAQS on how to create value, stand out in a crowd and become the obvious choice with Dominic Thurbon

1. Who is Dominic Thurbon, and what is his expertise?
Dominic Thurbon is a keynote speaker, author, and expert in corporate transformation and strategic innovation. He has extensive experience in advising businesses on leveraging technology and behavioural change to drive meaningful outcomes.

2. What main topics does Dominic discuss in this episode?
Dominic discusses how businesses can make a lasting impact by solving high-level customer problems, understanding the role of AI as a transformative technology, and the importance of behavioural change in adapting to new technologies.

3. Why is the distinction between experience and baggage important in business?
Dominic explains that experience and baggage both shape who we are, but they impact our environment differently. Recognising this distinction allows businesses to identify practices that drive progress and those that hold them back.

4. How can real estate professionals benefit from this episode?
Real estate professionals can learn about the importance of updating legacy practices to better meet evolving client needs. Dominic advises focusing on client challenges rather than relying on traditional habits to create dynamic first impressions.

5. What is Dominic’s view on AI in business?
Dominic sees AI as a powerful, general-purpose technology that can transform industries. However, he advises businesses to prioritise solving customer problems over jumping on the latest tech trends, ensuring AI is used effectively rather than for its own sake.

6. Why is behaviour change crucial for unlocking AI’s potential?
Dominic believes that adapting to new technology isn’t just about adopting it but requires a shift in organisational behaviour. By encouraging behavioural adjustments, businesses are more likely to harness AI’s potential benefits successfully.

7. What can attendees expect from Dominic’s session at Elite Retreat 2023?
Dominic plans to discuss strategies for breaking free from restrictive legacies, fostering customer-centric innovation, and implementing behavioural shifts. His session aims to provide actionable insights that attendees can directly apply in their businesses.

8. What is the key takeaway Dominic shares with the audience?
Dominic emphasises that the greatest challenge often lies within our own minds. He encourages listeners to embrace adaptability and personal growth to overcome internal barriers and unlock their business’s potential.

9. How can listeners apply Dominic’s insights to their own businesses?
Listeners are encouraged to assess their practices for growth versus constraint, focus on client challenges, and be open to adopting AI strategically. Dominic’s advice on mindset and adaptability can help businesses thrive even in unpredictable environments.