Unleashed - How to Thrive as an Independent Professional

Show Notes: Chris Freeberg is the co-founder of deck.support, a company that brings some of the best tools for PowerPoint into Google Slides. Chris and cofounder Dimitri Limberopoulos recognized the need for increased functionality in Google Slides as more companies were switching from PowerPoint to Google Slides but wanted a larger variety of tools and functionality for projects. deck.support was launched last month in the Google workspace marketplace as an extension to Google Slides and provides a wide range of  tools to increase creativity and functionality that are available for PowerPoint. deck.support is an affordable and  essential tool for those who prefer working in Google Slides for client or collaboration reasons.     An Introduction to deck.support  deck.support lives within Google Slides and Chris demonstrates how to access the extension. He discusses the use of deck.support which offers various formatting shortcuts and alignment tools. These tools allow users to quickly align images, columns, and objects, and automatically resize them for better alignment.    deck.support Objects and Templates Tutorial Chris explains how to use objects and templates. Objects are text and graphical elements that can be inserted onto a page, such as three-step process wheels or four-step process wheels.  Templates are more elaborate versions of layouts. Templates can include a table of contents, detailed agenda, context, findings, matrix, BFA, call out, box prioritization, traffic light, slide, Harvey Ball, timeline, slide, customer funnels, and more. The founders have tried to replicate the visual languages used in their slides. The collection of templates, key actions, deliverables, and hypotheses is a complete list of 90% of the standard slide designs used in consulting projects. deck.support for Project Goals and Objectives The project also includes charts with more numerous charts to explore the project's goals and objectives. The goal is to provide a more engaging and effective presentation for clients. They have built a roadmap of 10 different chart types to start with, aiming to bring a high level of precision to Google Slides. AI is another feature which allows users to prompt the AI to read a slide and add finishing touches. This is an integration with Open AI, which will look at a slide and add specific notes to the speaker notes at the bottom. The AI suggestions launched at the bottom of the slide include a more action-oriented or informative headline that concisely summarizes the benefits of deck support. deck.support and the Golden Age of Entrepreneurship Chris discusses the importance of remembering who the audience is for a slide presentation to ensure clarity and comprehension. The process of building the tool involved a quick analysis of the potential of Google Slides, and hiring a developer with expertise in Google Apps Scripts. The augmented intelligence provided by AI tools allowed him to understand the process of development and make informed decisions. Chris believes that AI is a gold standard in the field of entrepreneurship, as it provides a demystification of the process, making it easier and more enjoyable for the audience. He also mentions the importance of considering the audience's needs and the potential for advancements in the field. Chris and Dimitri built a roadmap using PowerPoint and AI to understand the purpose of their software. They were guided by 17 years of BCG experience and were familiar with existing tools and their limitations.  Developing, Testing, and Pricing deck.support Chris discusses the development process of their product, which took about six months. The first step was identifying how to communicate what they wanted in terms of tools and functionality, and identifying the limitations of current tools on the market. They used chat GPT to evaluate different jurisdictions for incorporation, such as Delaware, Ireland, Dubai, and Singapore. They landed on Singapore, as it was the best place for two international people selling software. Chat GPT helped them evaluate different options and run simulations of fees, given different revenue levels and currency flows. Each section of the tool became its own block, and they tested each one before launching it in the App Store. They learned that the most valuable aspect of the product was the user-centered approach and understanding how it would be used and integrated into workflows.They currently offer the product for free on the Google workspace marketplace, but the alignment tools will be paid for. The core version of export will have an annual fee of $50 per year, and charts will be an additional feature that people can pay for. The pricing for charts is currently around $300 a year, and efficient elements will be around $100 a year. The overall value of the product is expected to be around $150 a year for charts. AI Tools for PowerPoint The conversation turns to AI tools for PowerPoint and their potential to create specific slides for consultants and professionals. Most people don't want someone to create the entire pitch deck for them, but rather just insert a slide according to their template. Chris believes that AI tools are still a few years away from being able to do this and that the need for AI tools will diminish as knowledge professionals have a better understanding of how to visually bring a presentation to life. He states that AI tools can be useful for high school students and sales professionals, but they may fall short when it comes to the nuance of consulting work. He talks about the limitations of AI models in generating creative campaigns. One of the biggest challenges is their inability to replicate the same character over and over again. AI models today are better at starting from a link sheet and bringing consistency from users on a micro level. The Process of Getting a deck.support into Google App Store Chris shares that getting a product into the Google App Store was painful, as there is a process that requires submission to the Google Workplace Marketplace for approval. This process verifies the app's security, consistency with best practices, and that there is no attempt to steal user information. The challenge was navigating two different teams within Google, all of whom seemed to be based on different sides of the world. The process lasted about six weeks, with cryptic emails asking for approvals and cryptic questions asking for help. Chat GPT helped identify opportunities to fix issues within the Google Cloud console. Security Measures for deck.support When it comes to security, Chris explains that the tool has no ability to see how users use the tool or what buttons they push. Once CRM capabilities are turned on, they capture email addresses and user accounts, but only the slide being viewed is transmitted to Open AI. Open AI returns this information consistent with the Terms of Service. Chris emphasizes the importance of enterprise security, as they have completed an enterprise security assessment for a consulting firm that uses Google Slides. They have documented that there is no image or information capture in the tool, only knowing who a user is, their active account, and the right to press the Layout button.Chris also talks about the use of Google App Script for the Google Slide extension, which ensures compliance with SOC 2 compliance. This means that the tool is not covered by the Google Workplace sandbox, which means it doesn't have to pay $40,000 for its own SOC 2 compliance. Chris explains that the tool lives in the cloud, not on its own. Users can download the tool from the deck.support website. Chris also mentions the limitations of Google Slides extensions, which require users to click on the "Open sidebar" button every time. To fix this, an App Script can be added to Google Slides, allowing users to click on the "Open sidebar" button when opening the slide. The Script can be found in the Extensions menu within Google Slides.  Timestamps: 02:20: Overview of deck.support and Its Features  36:30: Detailed Features of deck.support  36:45: Development and Building of deck.support  36:59: Challenges and Future Plans for deck.support  38:50: User Experience and Availability of deck.support  Links: Website: https://deck.support/ Marketplace Listing for downloads: https://workspace.google.com/marketplace/app/deck.support_pro_tools_for_google_slides/128114120858 Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.  

Show Notes: Stephan Meier, a professor at Columbia Business School, is the author of the book "Employee Advantage." He teaches the business strategy core class, which is required for all MBA students. Stephan also teaches an elective on the future of work, focusing on how treating employees and labor interacts with technology and business strategy. Stephan conducts international trips to African countries, such as Ghana, South Africa, and Kenya, to provide students with international experiences and perspectives on businesses, strategy, and different environments. His focus is on putting workers first to help businesses thrive. The conversation turns to Stephan’s book and the concept of the workplace and business strategy. He mentions how the pandemic brought the workplace under the spotlight and technology use ramped up, while at the same time, Stephan was teaching a class on the Future of Work. The conversation turns to the concept of putting workers first as a key element of business success, and how the business language reveals the mode of managing the employee base. This outlook has led to a large divide between employee and employer. According to Gallup surveys, about 65% of Americans are not engaged at work, and this number is even higher worldwide. Stephan also talks about customer centricity and how employee experience is crucial for both innovation and customer satisfaction. The Employee First Approach Stephan cites Jeff Bezos, and Amazon as examples of organizations that prioritize employee satisfaction. Amazon's CEO Jeff Bezos believes that learning from dissatisfied employees can lead to continuous improvement and better business outcomes. This mindset is also seen in other industries, such as Costco in the US, which provides clear career paths, communicates clearly, and promotes internally. DHL Express, for two years in a row, was named the best employer in the world on the best workplaces in the world list for two consecutive years. They put employees first because they realized that turnover is terrible and happy employees are more engaged and leads to satisfied customers. They changed aspects of communication, listening, training, and career path within the organization, leading to financial success. How the Employee/Customer Centric Approach Wins Stephan discusses the importance of treating employees well and putting them first at the margin when making trade-offs. He talks about Starbucks, where the company's customer-centric approach has led to a loss of a customer-centric environment. He talks about how this could be improved. Stephan also emphasizes that both customers and employees are critical stakeholders that create value within the organization. Companies that prioritize their employees are more likely to be successful. This is because they have a strong focus on competence, which is encouraged by offering the right tasks that push employees optimally. This is crucial for motivation and retention, as people often leave organizations when they don't learn anything new. How Successful Companies Prioritize Employees Stephan states that companies strive to differentiate through a customer-centric approach, but he goes on to explain that the employee-centric and the customer-centric approach are often interchangeable. He offers examples of companies that prioritize their employees including Costco, DHL Express, and MasterCard. Microsoft uses an AI-powered tool called Unlocked, which allows employees to choose projects they want to participate in and matches them with opportunities within the company. This approach not only improves the internal market but also creates a better experience for employees. Companies like KKR, which invest heavily in portfolio companies, implement ownership programs, which give employees stock options as a start. To differentiate between companies that prioritize their employees, companies should consider metrics such as engagement level and turnover rates. By focusing on these early indicators, companies can better understand their commitment to their employees and work towards creating a healthy workplace culture that leads to productive and engaged workers. How to Build an Employee-centric Workplace Stephan suggests that companies should start by focusing on what they do with customers and how they do it with employees. They can use ideation workshops to understand customer needs and differentiate themselves from competitors. For example, Eli Lilly applied customer journeys to employees, focusing on their experiences and moments that matter. This approach helped them get more people promoted and had a significant impact on their business. Stephan recommends designing workshops to help employees think about ideas and motivations, as well as redesigning processes and procedures within the organization. By doing so, companies can better understand their employees' needs and preferences, leading to a more engaged, productive, and innovative workforce. Timestamps: 04:09: Development of The Employee Advantage 04:29: Counterintuitive Claims and Examples of Employee-Centric Companies  12:29: Balancing Employee and Customer Centricity  15:01: Practical Examples of Employee-Centric Companies  19:44: Criteria for Identifying Employee-Centric Companies  23:23: Industry-Specific Considerations  27:30: Consulting Approach for Implementing Employee-Centric Strategies  Links: Website: https://www.stephanmeier.com/ Stephan’s Book: The Employee Advantage   Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.    

Show Notes: Dori Yona, founder of Simple Closure, explains the process of shutting down a company. The process is painful, manual, and bureaucratic, with an average time of nine to 12 months. It can cost companies thousands of dollars or even hundreds of thousands of dollars in fees. Many companies end up doing it incorrectly, leading to fines and penalties. The Multiple Moving Parts of a Business Shut Down Dori explains that the main difficulty in shutting down a company is the coordination of multiple moving parts, such as the state of incorporation, IRS, lawyers, accountants, payroll provider, vendors, service providers, investors, payroll, and state departments. The average shutdown for a venture-backed company has about 95 moving parts, and if any of them are missed or not done correctly, the process can drag on and on. First Steps in Shutting Down a Business Dori talks about three typical approaches for a shutdown of a firm, which they categorize into three main “buckets”.  The first bucket is companies that reach out six to nine months before they need to shut down, as they are running out of cash and trying to raise another round or convince existing investors to invest more in their company. They want to be ready for what happens if it doesn't work out, so they reach out to the Simple Closure six months before to discover what the process involves. Dori mentions the Shut Down calculator his firm developed and put on their website to help business owners work through costs and assess the time they have left before going into the red and complicating the shut down. Bucket number two is when companies decide to shut down immediately, need quick media advice, need help presenting to the board, or with winding down the business. Bucket number three is when companies have shut down operationally six months or a year ago but never dealt with properly winding down the business. They may face penalties, fines, and liens on their personal property due to improper actions. The Financial Reality of Shutting Down a Business Dori emphasizes that it is not easy to walk away from a company, as it can come back and haunt the owner(s). He explains that while a corporate entity is there to protect board members, investors, and founders,  if certain things are not done properly, it can pierce the corporate veil, making the board and founders personally liable and potentially sued. The most common issue is wages, where an employee is owed wages and has not been paid. Companies should make sure that the proper winding up process is done to avoid loose ends and potential lawsuits from stakeholders, such as vendors, investors, state departments, and payroll departments. Dori also stresses the importance of considering investors during the shutdown process. Payroll Providers and the Shut Down Process  A company's shutdown process involves understanding the number of employees it has and how to properly shut down them. Dori uses a typical seed stage company as an example. This type of company usually has around 15 to 20 employees at its peak, with a few founders and one more engineer or person. To properly shut down the company, it is crucial to know who is currently on payroll, whether full-time or contractors, and how many employees the company had at its peak across different states and locations. Most startups use payroll providers, but they are not good at shutting down payroll accounts. When a company shuts down, they terminate the relationship between themselves and the payroll provider, this does not mean the payroll provider has closed down all accounts in all states. To help close out all accounts and notify all states, companies should ask for the HRIS census, which provides background and history of employees. Analyzing this data helps determine who is a past employee versus an active employee. The discussion explores the issue of 1099s for companies that are about to shut down, such as those in the US. Dori explains that the ultimate goal is to close out all accounts and notify all states, as every state operates differently and how to shut down accounts for active and non-active employees, and contractors. Technology that Automates and Scales the Shutdown Process The goal of Dori’s company is to build a technology solution to automate and scale the process of closing out payroll departments. The company aims to be the TurboTax shutting down platform, providing a platform for companies to easily close out their payroll departments. He mentions that the company has built automations to automate various processes, such as faxes, phone calls, emails, and online forms. However, there are many AI solutions available today, such as outbound SDR and AI calls that can call in and provide basic account information. The company's goal is to develop a platform that allows companies to easily close out their payroll departments and help streamline and automate the process. Dori also talks about shutting down repeat services such as subscriptions.  Three Main Phases of a Company Shut Down The winding down of a company involves three main phases: dissolution, wind up, and shut down. In Delaware, the first phase involves notifying the state and other entities, such as shareholders, board, and employees, about the decision to shut down the company. This involves notifying the state, preparing franchise taxes, filing the certificate of dissolution, and canceling the EIN. The second phase is the winding up phase, which involves unwinding payroll, paying out vendors, collecting invoices, and dealing with accounts receivable and payable. After the dissolution phase, the company must file a final tax return, distribute any remaining money to investors or creditors, and close out bank accounts. The third phase is the shutdown phase, which involves closing out bank accounts and sending out certificates of closure to investors and shareholders. It's important to have an export of all contracts with vendors and understand their options for cancellation. This process depends on the type of vendor and the company's capital. Dori shares information on how to deal with vendors during the shut down process. The Legal Requirements of Data Retention  The conversation turns to the importance of data retention and the value of company data and IP. Dori talks about the importance of understanding the industry and company type, such as healthcare companies needing to keep patient records for seven years post-shutdown. Dori recommends using data custodians to store these records in a safe place, adhering to protocols and encryption levels. He also discusses the need for tokenization around the store to ensure a safe and secure process. On the IP side, Dori explains how founders can monetize their IP after the company shuts down. Delaware law states that winding down the business should maximize value for shareholders, as it is the shareholders' company. They can either acquire the IP or sell it, depending on the situation. They also support the process of repurposing IP, which can take various forms, such as acquiring a domain or selling the domain. Overall, the conversation highlights the importance of considering the legal requirements and the value of IP in the business world. Sale of Data during a Business Shut Down The discussion revolves around the process of closing a company, including the sale of data, intellectual property, patents, and code base. A platform called Simple Closing offers buyers to buy assets of companies shutting down, making the process as simple and streamlined as possible. Tax reporting and other tasks are prepaid by the accountant or accounting firm, but the final stage involves closing the bank account, paying off vendors, and sending out final checks to investors.The final stage involves record retention, notifying the IRS about the shutdown, and distributing funds to investors. This process is methodical and involves a waterfall calculation to determine the amount each person should receive back. This calculation is done on a pro rata basis, and after paying all taxes and closing the company, the money is wired out and distributed back to investors. The Final Stage of a Company Shut Down The final stage involves closing the bank account, paying off vendors, and sending out final checks to investors, record retention, payment of vendors, and distribution of funds. The final stage involves tying up loose ends and ensuring accurate distribution of funds to investors. Dori explains the process of closing a business, particularly when it comes to payroll, and the challenges faced by founders, such as filing quarterly taxes and dealing with payroll issues. He also talks about the importance of estimating the involvement and duration of founders, such as prepaying themselves with severance packages or bulk sums and why waterfall calculations must be done and how they work.  The Simple Closure Company Explained Dori talks about Simple Closure, an online platform that helps founders and operators in the unfortunate position of wanting to shut down their firm. Their mission is not to shut down companies, but to help founders and operators have the peace of mind to move on to what's next. They believe that entrepreneurship is a community of repeat founders and businesses, and the faster they can get founders back on their feet, the more mind space they can give them to build and find their next job. He shares his company's go-to market, which includes referrals from venture-backed firms or inbounds from their website. He explains that they invest in partnerships to meet customers at the right moment in time and build trust with them. The company aims to partner with companies, firms, or entities, such as venture-backed firms, to help them navigate the process and ensure their brand reputation is built. Timestamps: 02:49: Overview of Shutdown Process  05:42: Handling Payroll and Employee Wages  19:28: Wind-Up Phase and Vendor Management  27:36: Data and Intellectual Property Management  31:53: Final Stages and Distribution of Funds  38:44: Go-to-Market Strategy and Pricing  Link: Company website: simpleclosure.com   Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.    

Jacob Bank, founder and CEO of Relay.app, introduces the revolutionary world of AI agents designed to boost business productivity. He explains how these agents operate like interns, handling tasks through API calls and user interactions. Jacob discusses the limitations of AI agents in sensitive operations and showcases innovative applications like automating meeting preparations. The conversation also covers various AI agent models and addresses user-friendly no-code workflows, empowering non-technical users to streamline their tasks efficiently.

Nikola Lazarov, co-founder and CEO of Eilla AI, is an AI engineer with a background in quant finance at Marble Bar Asset Management. He discusses Eilla AI’s innovative approach to private market intelligence, transforming unstructured data into actionable insights. The tool automates competitor analysis and valuation reports, making research easier for investors. He also shares exciting details about Bulgaria's first unicorn, Payhawk, and highlights how AI enhances competitive analysis and data aggregation for businesses.

Jeff Sinclair, a senior leader at McKinsey and adjunct faculty at the University of Michigan, explores the evolution of McKinsey's operations practice. He reveals how the 1980s focus on automotive industries prompted a shift from strategy to operational excellence. Jeff discusses the firm’s challenge in integrating specialized roles, the cultural transformation that ensued, and the adoption of lean manufacturing principles across various sectors. He also touches on the intriguing world of reverse engineering in consulting that challenges traditional processes.

Anne-Laure Le Cunff, author of Tiny Experiments and founder of Ness Labs, shares her insights on self-anthropology. She encourages listeners to embrace curiosity to understand procrastination, transforming it into a learning experience. The importance of tiny experiments for personal growth is highlighted, emphasizing a fluid approach to time and decision-making. Anne-Laure also contrasts legacy with generativity, advocating for present engagement over future accolades, and discusses building a vibrant, creative community through innovative collaboration.

Harsh Sahai is the CEO and co-founder of Bridgetown Research, where he's innovating AI tools for the consulting industry, leveraging his extensive experience from McKinsey and Amazon. He discusses how AI can automate data collection, transforming traditional consulting practices. Harsh dives into the significance of convex optimization in pricing and sequential decision-making. He also explores how sentiment analysis using machine learning improves client feedback accuracy, and highlights the rise of automated due diligence tools in investment research, enhancing efficiency and effectiveness.

Show Notes: Jim Ettamarna, a renowned expert in commercial excellence, defines it as incorporating commercial efficacy and efficiency. He believes that there are two key branches to drive down in this area, and it holds tremendous potential for clients and organizations. Jim's framework for commercial excellence is value creation, which involves understanding market demand, go-to- market models, market growth, and demand trends with a focus on each specific industry. A Six Sigma Lean Framework Jim uses a lean framework, starting with Six Sigma, to standardize the right work and ensure associates and employees are conducting the right activities and behaviors. He also emphasizes the importance of systems in psychology in commercial results, as it helps design standardized systems for onboarding talent, enhancing team engagement, and engaging with customers. In sales, motivation is crucial, and the human element of having a team is essential. However, dealing with complex buying processes can be challenging, so it is essential to tune processes and approaches to the specific needs of the customers. A Go-to-market Model The go-to-market model is a linkage between strategy and execution and commercial excellence. It should be tuned for the company's strategy and the strategic context. For example, a $300 million middle market private equity-backed company serving the Durable Medical Equipment market that sold to 5,000 independent organizations and specialty retailers. The company had to strategically think through market growth, accounts to capture, and the buying cycle for customers. To drive efficiency and effectiveness, the company had a set of building blocks, including an online component, independent sales reps, an inside sales team, and specialty sales people. The strategy piece involved determining what would drive value, growth, renewals, base volumes, and pricing. The go-to-market model was designed around these building blocks, and commercial excellence was driven by optimizing these aspects. Components of Commercial Excellence Jim discusses the importance of breaking down commercial excellence into various components, including channels, sales operations, content, and management systems. He emphasizes the need for segmentation at the top level to understand what will drive value and optimize the go-to-market model for the business. Within this model, he suggests ways to optimize each element, such as sales enablement, which includes training, scripts, and engagement strategies. He also emphasizes the importance of benchmarking and understanding the nuances of sales teams. He shares an example of a furniture retailer where he worked with 2500 full-time employees and 1000 part-time employees. The performance of the company was analyzed using Pareto curves, but some outliers were more successful than averages. To replicate these outliers, he spent time in the field with the best sellers and identified their backgrounds and profiles. He also highlights the importance of identifying B+ and A minus players and setting them as standards. The A plus players are often unique individuals that can be difficult to replicate, but they can still learn from them. Segmentation is crucial in understanding customer nuances. Value Mapping and Needs-based Segmentation In the past, value mapping and needs-based segmentation were crucial for designing sales teams and engaging with customers. This was particularly important when selling software into hospital systems, where hospitals may make localized decisions or have a system or GPO that drives these decisions. The CIO or clinical or nursing professional may specify the solution, and the CIO and finance will negotiate it. Jim cites a case where a big client involved segmenting the market and designing selling approaches based on how customers operated and how they bought. This involved investing in customer success research, conducting field interviews, and conducting surveys to understand their usage of the product. The consultant rolled out five archetypes and profiles for four segments, which were then rolled into product development and product teams. Different teams focused on different segments, such as geographic, size, SMB, or enterprise, and focusing on needs-based and purchasing behavior-based segmentation. The go-to-market model was designed around these archetypes, with territory design considering geographic, size, SMB, or enterprise boundaries. There is no right or wrong answer to this, but it is essential to consider these factors when designing the go-to-market model. This approach helps to understand the value in use and what drives value for customers. Diagnostics and Metrics The conversation turns to commercial excellence in organizations, particularly in B2B industrial or SaaS sectors. Jim emphasizes the need for a diagnostic assessment to understand opportunities and challenges. A diagnostic should focus on input and output metrics, such as sales reps' success, territories, and numbers. He suggests that data from sales operations and rev ops can be used to conduct quick diagnostics. Additionally, examining spreads and distributions to identify right spots and dark spots, which are indicators of opportunities and challenges. For example, he could work with a labeling client and identify bright spots where individuals were selling unique markets and promoting innovative products. These best practices could be disseminated among the team. A diagnostic should involve analytics, cost, interviews with sales people, and customer visits to gather customer feedback. The goal is to identify three to five things that can be done to achieve commercial excellence. Jim also offers tips on how to work with the sales department.  The Role of a Sales Playbook in Commercial Excellence Jim talks about the importance of rolling out a sales playbook and its role in commercial excellence. He shares an example of a software company that he helped develop a sales playbook for, which focused on making standard work and minimizing waste. The company had three different sales processes, and they trained employees on territory management, account management, and prospecting. They created a set of 10 difference makers based on actual activities performed by the best people, which were rolled out in a fun, gamified way to encourage adoption and recognition. Some of the key difference markers included prospecting, owning territory, and using Salesforce to drive compliance.  Metrics to Monitor in Sales Jim mentions the importance of having the right input and output metrics, such as the number of meaningful meetings and demonstrations per week, to ensure the right outbound results. By tracking these metrics, the sales team can make necessary adjustments to improve their performance and drive more profitable deals. To drive results in sales, Jim highlights metrics such as deal size, velocity, win rates, attachment, cross, sell, and upsell. He also emphasizes the importance of driving customer success and retention. He mentions that, in one case, key initiatives were displayed at the office, allowing for a competitive dynamic. The metrics were then distilled down to the board, with some metrics for frontline commercial team members and others for the board pack. The goal was to turn the dial on sales enablement, resulting in better win rates and accelerated funnel velocity. Jim also highlights the importance of gamification, making it fun, and rewards to encourage employees to work harder and drive competitive juices.  Timestamps: 01:32: Value Creation Framework  04:18: Go-to-Market Model  07:24: Tangible Elements of Commercial Excellence  11:10: Segmentation and Customer Nuances 14:18: Practical Segmentation Approach  18:18: Diagnostic Approach to Commercial Excellence  24:04: Sales Playbook and Metrics  29:50: Customer Success and Competitive Dynamics Links: Company website: https://www.suttongrowth.com/ LinkedIn: https://linkedin.com/in/jimettamarna   Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.  

In a captivating discussion, Bart Sayer, former senior vice president at Estee Lauder, shares his extensive experience in the beauty industry. He breaks down the structure of major cosmetics companies and differentiates between luxury and mass-market segments. Bart emphasizes the critical role of distribution channels in defining brand equity and reveals the growth potential for travel retail. He also addresses the challenges faced by indie brands in gaining consumer loyalty and the rise of clean beauty, highlighting sustainability's increasing importance.