November 2024

Post-Covid, the debate over remote versus in-office work has intensified. The allure of working from home is undeniable: no commute, casual attire and more flexibility around scheduling and task management. But I’m convinced that, for many organizations, there is no substitute for in-person work. It’s not about nostalgia, tradition or resistance to change. It’s about retaining elements that make for success in business such as mentorship, career progression, collaboration and speed of action.

This isn’t a blanket argument. Some businesses thrive under remote or hybrid work models. But for others — where real-time collaboration, spontaneous problem-solving and face-to-face interactions are critical — the advantages of “work from work” are hard to deny. For my part, I don’t think my career would have progressed as rapidly before I started Dynasty — nor would Dynasty have seen the success it has as an all-remote enterprise.

Related: In Defense of the Office

Mentorship thrives in the office, not online

One advantage of in-office work is the enhancement of mentorship. After all, mentorship is an organic, dynamic and ongoing process that, at least in its most impactful form, can’t be overly structured. E-meetings can be a great stop-gap, but such strictly scheduled get-togethers can’t foster the spontaneous interactions that drive in-person workplace learning.

In an office, new hires can see how experienced colleagues handle challenges in the moment, allowing them to witness how problems are tackled on the spot. This is a far richer learning experience than most people can derive from formal feedback. It’s the unscheduled moments — a thought shared by the coffee machine, an impromptu chat between meetings — that shape professional growth. You can’t schedule a passing comment, and comments like that can change how you think about a client issue and unlock a strategy you hadn’t considered.

Remote work tends to flatten these opportunities. Virtual meetings have clear agendas, and while they may be efficient, they lack the spontaneity that mentorship requires. In-person work allows junior employees to absorb not just technical knowledge but also the unspoken elements of workplace culture — how to navigate office politics, build relationships and handle pressure. These are critical for long-term career success, but they’re hard to impart through a screen.

Being seen is a boon to career advancement

Visibility is crucial for career growth, and the office provides an environment where contributions can be recognized more readily. In a remote setting, it’s easy for work to go unnoticed, even with regular check-ins. Video calls don’t offer the same opportunities to showcase initiative or tackle an impromptu project. It’s easier to stay in the foreground when you’re in the same room as your manager, actively participating in discussions or lending a hand when a colleague needs help.

Presence in the office helps employees build informal networks, which can be just as important for career progression as formal interactions. The person you chat with over lunch might become a key advocate when a promotion opportunity arises. When you’re present, you’re naturally in front of decision-makers more often, giving you more chances to make positive impressions. This exposure to leadership and the ability to connect with colleagues across departments creates pathways to new roles or responsibilities that might otherwise go unnoticed in a remote work setting.

In contrast, remote employees may struggle to maintain the same level of engagement or visibility. Despite their best efforts, the lack of physical proximity can lead to missed opportunities. Out of sight, out of mind — a saying that, unfortunately, often holds true in career advancement.

Related: How Has Remote Work Impacted Our Relationships With Other Employees? The Findings of This Study Will Surprise You.

The irreplaceable synergies of working together in person

Tools like Slack and Zoom have made remote collaboration easier, but they are no substitute for working side-by-side with your team in the same room. The energy generated by face-to-face collaboration fosters creativity, problem-solving and innovation in ways that digital platforms can’t replicate.

In the office, discussions are more fluid and dynamic. An idea that starts as a quick conversation by a colleague’s desk can quickly turn into a full-blown brainstorming session. These moments are hard to plan, but they’re essential to any successful business. In virtual meetings, the structure often stifles this kind of creativity. The focus on efficiency and the limitations of time slots mean that discussions rarely veer off into the sometimes chaotic, but often fruitful, exchanges that occur in person.

Physical proximity fosters stronger team cohesion. Employees can build relationships naturally, simply by spending time together. These connections deepen trust and create a shared sense of purpose, making teams more effective. When people feel more connected, they collaborate better, and the end result is a more innovative and successful organization.

The strategic advantage of on-the-spot feedback

In a fast-paced environment, speed matters. The ability to make quick decisions can make the difference between seizing and missing an opportunity. With all or most key players in the same space, information flows more freely, and decisions can be made on the spot without the delays and lack of spontaneity inherent to remote communication.

When you’re in the office, you can always walk over to a colleague’s desk and get feedback on an idea immediately instead of waiting for an email reply or struggling to find time on someone’s calendar. Everyone knows that phone tag and fragmented communication tools slow things down. “Work from work” helps avoid these bottlenecks and fosters efficiency.

Remote work can also make teams more “siloed” because employees tend to interact most with their direct colleagues. This can limit cross-departmental communication, reducing overall business awareness and collaboration. In-office work helps to break down these silos, allowing employees to build relationships and collaborate across teams, which is essential to innovation and agility.

In-office work builds a company’s culture

The debate over remote versus in-office work isn’t going away, and it shouldn’t. Remote work has proven its value, particularly when it comes to offering flexibility and accommodating individual needs. But for companies focused on growth, development and long-term success, there’s still immense value in maintaining a shared workspace.

Related: Want Employees Back in the Office? What Leaders Are (Still!) Getting Wrong About This Ask

The office isn’t just a space. It’s a culture. It’s where mentorship happens, where careers are built and where teams come together to solve problems, innovate and make decisions that drive success. For this reason, it’s especially important that business leaders be clear on remote versus in-person work policies. Ambiguity or inconsistency across departments can create confusion and frustration.

As we move forward, businesses need to consider whether remote work, for all its benefits, can replicate the unique opportunities that arise when people work together face to face. For many, there’s still no substitute for the richness that comes from working in the same space.

Usually, franchises think of video as just a tool for ads or social media clips. But video can go much deeper — it can drive franchise development, support franchisees on the ground, and keep your brand consistent across locations. Here are four video types that most franchises overlook, and skipping them might mean missing out on some serious growth opportunities.

Related: Considering franchise ownership? Get started now to find your personalized list of franchises that match your lifestyle, interests and budget.

Franchise development videos

When you’re recruiting new franchisees, another polished pitch just isn’t going to cut it. What prospects really want to see are real success stories. That’s where franchise development videos shine — by focusing on actual transformation.

Think about it: 92% of consumers prefer brands that make their ads feel like stories. Imagine a video where a franchisee shares their journey from feeling unsure to building a successful business, all with your brand’s support. Seeing real people on screen makes it relatable. Potential franchisees can picture themselves in these stories, and that makes them more likely to trust and join your brand. Missing out on this type of video? You could be missing a big chance to make an emotional connection with future franchisees.

Related: Want to Become a Franchisee? Run Through This Checklist First.

Customer testimonials

Customer testimonials are gold for trust-building, but many franchises aren’t taking full advantage of them. Most franchisees don’t have easy access to a library of these testimonials, which means they’re losing out on a powerful tool to build credibility in their markets.

Here’s the reality: 88% of consumers trust online reviews as much as a friend’s recommendation (BrightLocal). Imagine if every franchisee could share testimonials from real customers in their area. That’s a game-changer. New customers would be way more likely to choose your brand after seeing locals rave about it.

Without these videos, franchisees miss out on a simple but effective way to boost credibility, keep brand messaging consistent, and increase sales.

Related: Find Out Which Brands Have Ranked on the Franchise 500 for Longest, Earning a Spot In our New ‘Hall of Fame’

Training videos

One of the biggest challenges in franchising is keeping the brand experience consistent across all locations. Since each franchisee runs things independently, a standardized training process is a game-changer—and training videos make it happen.

Training videos create a unified way to onboard and educate teams. Instead of each franchisee scrambling to come up with their own methods, a shared video library sets the standard for everything from operations to brand values.

Skipping these? You’re leaving franchisees to figure things out on their own, which leads to inconsistent customer experiences. With these videos, you save time, reduce training costs, and build a team that’s in sync on brand standards—resulting in better customer experiences and a stronger brand overall.

Related: Learn the Secrets of Running 20+ Businesses as a Side Hustle — Finding and Nurturing Your ‘STIC People’

Meet the team videos

Consumers today crave authenticity. They want to feel connected to the people behind a brand. In fact, people are 2.4 times more likely to view user-generated content as authentic compared to brand-created content (Stackla). Meet the Team videos introduce the real people in your business, helping to humanize the brand.

For franchisees, it builds a sense of community. They get to “meet” the leadership team and support staff, which creates a more personal connection. And for customers, knowing who’s behind the brand builds trust, making them more likely to choose your business over a faceless competitor.

Without this personal touch, franchisees and customers might see the brand as just another corporate machine. Meet the Team videos help your brand come across as approachable and relatable—qualities that help you build loyal relationships over time.

Related: See The Entrepreneur 2024 Top Franchise Supplier List

Why video matters for franchise growth

Video doesn’t just grab attention — it drives action. It’s a huge boost for franchise brands aiming to attract new franchisees and local customers. Using the right types of videos makes your brand memorable, relatable, and trusted across every location.

Brands that embrace video aren’t just “marketing” — they’re connecting with people. From storytelling that attracts franchisees, to testimonials that build local trust, to training videos that ensure consistency, video can fuel growth across the board. Don’t miss out on these opportunities. Start creating story-driven content that connects, converts, and helps your entire franchise network grow.

Related: Don’t Have Time to Start a Business? This Doctor, Lawyer and Now Part-Time Franchisee Would Disagree.

Mastering your mindset can change not just your business, but your life — I see it every day as a personal brand confidante and through the transformative experiences of my clients. Entrepreneurship isn’t merely about launching a business; it’s a long-term journey filled with challenges, resilience and, often, failure. But it’s these challenges that shape us.

Every entrepreneurial journey starts with your mindset. Ask yourself: How do you handle setbacks? Do you see opportunities where others only see barriers? Your grit, resilience and perseverance will determine your success. In my experience as a multiple exit entrepreneur, I’ve thrived despite setbacks because I’ve always viewed adversity as an opportunity to grow. And remember, building an entrepreneurial mindset means being willing to constantly learn and improve beyond your college education.

So, let’s focus on actionable insights for developing that entrepreneurial mindset that can elevate your sales game and make playing the long game possible.

Related: 5 Entrepreneurial Mindsets That Drive Success

1. Invest time into continuous learning

Continuous learning is more than just self-improvement, it’s the key to entrepreneurial success. According to the World Economic Forum, the half-life of skills is about five years, meaning the knowledge you’ve acquired needs to be constantly refreshed. Are you keeping up with industry trends, expanding your skills and staying curious? Think of this process as sharpening your entrepreneurial tools; each lesson learned equips you to tackle future challenges.

I recently advised a tech startup founder who saw the digital landscape changing quickly, too quick even for his young team to keep up. Rather than feeling overwhelmed, he set aside time every week to read targeted industry reports and reach out and connect with other ‘targeted’ industry leaders. Over a five-month period, this approach not only kept him ahead of trends but also helped him pivot his business model successfully, including attracting keen investors.

2. Embrace resilience and optimism

The entrepreneurial path isn’t paved with constant wins — far from it. There will be tough days, weeks or even months. But what separates successful entrepreneurs is their response to adversity. A study from the University of Cambridge found that entrepreneurs who maintain a positive yet grounded outlook in challenging times are more likely to persevere and achieve long-term success.

It’s not the setbacks that define you; it’s how you react to them. Every stumble is a stepping stone, and every failure is a lesson. As a personal brand expert, I’ve seen clients overcome challenges simply because they reframed setbacks as learning experiences. And let’s not forget: Resilience breeds respect and respect builds trust.

3. Redefine failure

Let’s be honest: No one likes to fail. Why? Because we’ve been conditioned to believe it’s bad, even catastrophic. However, in entrepreneurship, failure is a necessary part of growth. According to a report by CB Insights, around 42% of startups fail due to a lack of market need — yet, it’s often these failures that guide entrepreneurs toward more sustainable opportunities. It’s not about avoiding failure; it’s about embracing it as an opportunity to iterate, learn and evolve. Without failure, no business would have grown, and that includes mine.

Remember Thomas Edison’s words: “I have not failed. I’ve just found 10,000 ways that won’t work.” Let that mindset fuel your journey. Failure, when seen as “feed-forward,” is one of the best teachers.

Related: Want to Be a Successful Entrepreneur? Fail.

4. Flourish in the power of your network

While entrepreneurship often feels like an individual journey, your network can be your lifeline. Did you know that, according to LinkedIn, 80% of professionals consider networking to be crucial to career success? Surround yourself with a strong community of like-minded individuals who can provide support, share insights and even open doors for joint ventures or partnerships, just as we did with our client. A solid network is more than just business cards — it’s the drive and fuel that propel your entrepreneurial journey.

Sales: The heartbeat of business success

Let’s pivot to sales — a topic that can make even the most seasoned entrepreneur uneasy. For many, sales evoke mixed feelings: excitement, fear or even dread. But whether you love it or hate it, the reality is clear: Sales are the lifeblood of your business.

However, sales isn’t merely about making money. It’s about “enrollment,” building connections, understanding your audience and offering solutions that add real value to their lives. Research by Harvard Business Review suggests that successful salespeople spend up to 40% of their time prospecting and engaging, rather than closing. This focus on building relationships and trust drives repeat business and builds brand loyalty over time.

Sales is an intricate dance between art and science. The art lies in the psychology of persuasion, storytelling and empathy. The science is in the data understanding customer behavior, tracking trends and refining your approach based on results. Combining the two is the key to sales mastery. Your aim should be to be solution-focused, build “real” relationships and not simply make the sale, for the sale’s sake.

One often overlooked concept in sales is having “skin in the game.” Simply put, it means having a personal stake in the outcome. When you have something to gain or lose — be it reputation, financial investment or time — it drives you to go above and beyond. As Warren Buffett once said, “Having skin in the game is the ultimate yardstick for performance.”

For entrepreneurs, this is even more applicable. Your brand, your reputation, your very business rely on your ability to sell. This personal investment compels you to work harder, listen more intently and provide exceptional service. And let’s not forget, this type of commitment is contagious — your customers sense it and respond with greater loyalty.

Having skin in the game also means holding yourself accountable. In my company, our culture is, “Our promise is our word … Guaranteed.” It’s about integrity — being transparent with customers, setting the right expectations and delivering on the trust invested in you. Customers who trust you will not only return but refer you to others. And this referral-based trust is priceless — it’s what turns customers into loyal advocates.

But with great risk comes great reward. The pressure to succeed can be intense, but those willing to take calculated risks are the ones who reap the benefits. As Richard Branson put it, “Opportunities are like buses, there’s always another one coming. But the key is to be ready when they come by having your skin in the game.”

Related: Resilience Is One of the Most Essential Entrepreneurial Traits. Practicing This Can Help You Build It.

Taking the next steps

Entrepreneurship and sales are intertwined, both require a mindset that’s resilient, optimistic and willing to embrace failure as a learning tool. Surround yourself with the right network, learn from the success models around you and be honest about your strengths and weaknesses, as a business and also as a person.

Remember, sales aren’t about pushing a product; it’s about providing solutions and building lasting relationships. The more “skin in the game” you have, the more you’ll invest in going the extra mile, acting with integrity and creating true impact.

So, as you continue your journey, bear in mind that success is more about first, how you think, and second, what you do. Cultivate a growth mindset, embrace every learning opportunity and most importantly, keep your focus on providing genuine value. The rewards await those who are willing to risk and invest in themselves and that’s the essence of the entrepreneurial spirit today and the future.

For business owners, protecting your company’s bottom line means staying one step ahead of cyber threats. The average cyber attack costs small and medium businesses up to $25,000, but the situation isn’t as dire as it sounds. With the right IT skills on your team, you can protect against these costly threats and create a resilient, efficient operation.

The Complete 2024 CompTIA Course Super Bundle comes with 15 courses and 262 hours of hands-on training to help equip your team to handle everything from network security to cloud solutions and keep your business secure and competitive, and it’s on sale for $49.97 (reg. $585).

Prepare for real cyber threats

The bundle starts with the basics. CompTIA IT Fundamentals (ITF+)—perfect for anyone new to IT. It covers essential skills like computing basics, troubleshooting, and hardware and software maintenance. This is great for entry-level employees or even those in non-technical roles who need a solid foundation in tech to support your day-to-day operations.

Then it gets more advanced with CompTIA A+ Core 1 and Core 2. These courses help your team handle enterprise infrastructure and troubleshoot issues, from network connectivity to device configuration. It’s also a comprehensive study guide for the official CompTIA A+ exams. Having CompTIA-certified staff certified means you’re equipped to keep your company’s technology running smoothly and securely.

For companies with a focus on networks, CompTIA Network+ dives into network architecture and security. This isn’t just about setting up a network—it’s about designing a secure, high-performing infrastructure that keeps data safe and accessible. Network+ certified employees are prepared to optimize performance, minimize downtime, and safeguard your digital assets, so you can operate with confidence.

The bundle also includes CompTIA Server+ and CompTIA Cloud Essentials+, which teach your team to manage server environments and cloud infrastructure—critical skills for any business relying on remote access and scalable resources.

Invest in modern cybersecurity for your business.

You have until November 21 at 11:59 p.m. PT to get the Complete 2024 CompTIA Course Super Bundle on sale for $49.97.

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While flex scheduling has become very popular, it is not quite the norm just yet. Flex scheduling is what it sounds like: Employees are allowed to work a flexible schedule so long as they accomplish their tasks and meet certain quotas.

For example, full-time employees are required to work 40 hours. However, a company might state that they do not care when an employee meets that amount, so long as they do it each week by midnight on Sunday. This allows employees to work whenever it is most convenient for them — this could be overnight, on weekends, early mornings or late nights. This does not mean employees never work during the typical 9-5, but it allows them to schedule things easier in their lives such as picking up kids from school, visiting the doctor’s office or even taking small vacations.

Although more and more companies are going to this model, there are still some that are sticking with the traditional 9-5, even though those companies and their employees are completely remote.

Working with businesses of all shapes and sizes, I have found that flex scheduling really is one of the best ways to allow employees to work remotely.

Related: How Flexible Work Will Give Your Business the Biggest Advantage

Strict schedules create sneaky employees

First of all, no one is looking over an employee’s shoulder when they work at home to verify they are actually working when they should be. Yes, there is software that can monitor “activity” on computers. However, there are a million and one ways to get around that software.

Working from home cuts down on in-office distractions such as coworkers coming by to chat, phones ringing or customers walking in with complicated questions. However, that does not mean that working from home does not come with its own distractions. For example, the dog might get sick or the laundry may need to be done.

Attempting to force someone to sit at their desk from 9-5 at home creates sneaky employees — this is not to say these people are bad or doing something that is bad. They still do their work. They meet their deadlines. They just might do it a little earlier or later in the day. They have their own distractions they want to take care of — and let’s be honest, no one is chained to their desk the whole time they are in the office, either. People get up to take breaks, grab coffee, chat with coworkers who are friends, etc.

Since remote employees are in their own personal space and there is no one from work to micromanage their activities, they should be allowed a little wiggle room in their schedule.

Related: Your Employees Expect Schedule Flexibility. Here’s How to Give It to Them.

Strict schedules lead to burnout

Flex scheduling has actually been shown to lead to more productivity and overall employee satisfaction, according to an article written by Ludmila N. Praslova in the Harvard Business Review. Think about the “afternoon slump” many people experience after being awake for several hours and eating lunch. Most people are a little sleepy in the afternoon. If they are allowed to clock out, they can return when they are refreshed rather than working while exhausted, which can lead to mistakes.

Furthermore, it is hard for remote employees to separate their personal from their professional lives. After all, their computer (a.k.a. their work), never leaves the premises. While companies require employees to be at their desks at certain times when working remotely, many employees work over that time to accomplish deadlines. Again, if an employee feels extra exhausted in the afternoon, they might find it hard to push through their work so they stay late to finish, which can lead to more exhaustion the next day and create a vicious cycle.

However, with flex time they can take a nap or break, return refreshed and finish the work faster and on time — whatever that time may be for them!

Related: This Flexible Side Hustle Is Helping Millions Earn Extra Cash — and Might Be ‘More Attractive’ Than an Office Job

Strict schedules are not a perk

Many companies now offer flex scheduling as a perk. If a candidate is choosing between your company and another, they might choose the other one if it has flex scheduling. After all, the thing to keep in mind is that flex scheduling does not mean employees will always be working at crazy hours. More often than not, employees still work around the 9-5 schedule — it’s just that some days they may choose to make it a little different.

Additionally, it is still okay to tell employees they have to be available at certain times with flex scheduling. Let them know that every Monday at 3 p.m. there is a required meeting. This ensures that you keep in contact with them on a regular basis while allowing them to plan the rest of their day around that time.

This is a great perk to offer remote employees; people often choose remote work so that they have more freedom in when and how they operate. Trying to force people to sit in their own homes at their desks for days at a time is not a perk, and you might lose out on great candidates because of that.

Now, you might think that flex scheduling causes you to lose control over your employees; many companies feel it is scary because of this. However, there are certainly lots of pros to keep in mind.

Of course, flex scheduling is not a one-size-fits-all solution. There are some companies and job positions where it just will not work. However, if it is something your company has been considering, you should give it some thought as it can lead to happier, more productive employees who enjoy the perks your company offers.

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Warren Buffett, chairman and CEO of Omaha, Nebraska-based holding company Berkshire Hathaway, is one of the world’s most well-known investors, with a net worth north of $145 billion.

^{Image Credit: Eric Francis | Getty Images. Warren Buffett.}

However, like all successful investors, Buffett had to start somewhere.

In his biography The Snowball: Warren Buffett and the Business of Life, author Alice Schroeder recounts Buffett’s early fascination with money — and an important lesson he learned from his first investment.

Related: Introvert Warren Buffett Was ‘Terrified’ of Public Speaking. Here’s the Secret That Helps Him Address 40,000 People at the Berkshire Hathaway Annual Meeting.

Buffett got his first taste of entrepreneurship at age six when he started selling packs of chewing gum. “I would buy packs of gum from my grandfather and go around door to door in the neighborhood selling this stuff,” Buffett tells Schroeder. “I used to do that in the evening, largely.”

Eventually, the young entrepreneur moved on to selling Coca-Cola, a more profitable venture that earned him a nickel every six bottles. Selling golf balls at the Elmwood Park golf course and peanuts and popcorn at the University of Omaha football games followed.

One day, Buffett visited the library and stumbled upon a book called One Thousand Ways to Make $1,000, which opened his eyes to the power of compound interest. Buffett wanted to try it for himself.

Related: Want to Become a Millionaire? Follow Warren Buffett’s 4 Rules.

By the following year, 1942, 11-year-old Buffett had saved $120 to purchase his first stock: Cities Service Preferred. He took his sister Doris on as a partner and purchased three shares for each of them for $114.75.

Unfortunately, the market hit a low that June, and Cities Service Preferred plummeted from $38.25 to $27 a share, a fact that Buffett’s sister “reminded” him of every day, Schroeder writes. So, when the stock had recovered enough to net a small profit — $5 a share — Buffett sold.

Then, Cities Service Preferred skyrocketed to $202 a share.

Related: Warren Buffett Finally Reveals What Mystery Company Got a $6.7 Billion Investment from Berkshire Hathaway

Buffett tells Schroeder the experience was one of the most important of his life because it taught him three lessons about investing:

1. Don’t “overly fixate” on what you’ve paid for a stock.
2. Don’t rush to sell for a small profit.
3. Don’t invest someone else’s money unless you know you can succeed.

The lesson has served Buffett, now 94, well over the years. In August, Berkshire Hathaway surpassed $1 trillion in market value for the first time.

Recently, I had the privilege of delivering a keynote and a series of in-depth training programs for a client in Australia. The initiative was aimed at improving the customer experience, but this wasn’t just about energizing the customer-facing teams; it was a company-wide effort aimed at embedding a customer-centric mindset across the entire organization.

Their leadership gets it. They understand that every employee, regardless of their role, plays a pivotal part in shaping the ultimate customer experience, as well as their brand.

This experience reinforced my belief that customer-centricity is a critical topic that every leader, manager, and employee needs to understand. Let’s examine why this topic is so important.

In today’s competitive market, businesses face a new reality: customer expectations are soaring. Gone are the days when delivering a good product or a transactional service was enough. Customers now seek personalized, memorable experiences with the brands they choose to engage with. To stay ahead, companies must adopt a customer-centric culture — where every action, every process and every decision is aimed at enhancing the customer experience.

At the core of this concept is the understanding that every employee plays a role in the customer journey. It’s not just the responsibility of customer service or sales teams. Whether directly interacting with customers or not, every person within the organization has a profound impact on the customer experience and on the company brand.

Let’s explore what it means to create a customer-centric culture and how to embed this mindset into every person in every department.

How non-customer-facing roles impact customers

Consider Best Buy, a retailer specializing in consumer electronics. Best Buy’s sales associates directly interact with store customers, helping with product selections. But, the customer experience extends beyond the sales teams. Employees across departments, including logistics, inventory management and corporate teams, play critical roles in shaping how customers perceive the brand.

For example, inventory managers ensure shelves are stocked. If they fail, customers might leave frustrated. Similarly, corporate decisions on product selection or pricing impact what’s available. These behind-the-scenes roles directly affect whether a customer leaves satisfied or disappointed.

This highlights a fundamental truth: the customer experience is shaped by everyone in the company, not just the employees who interact with customers directly.

Why customer-centric culture matters

Customers today expect more than just transactions. They seek relationships with brands that deliver value at every interaction. Ensuring a consistently exceptional customer experience isn’t the job of one department; it’s the responsibility of the entire organization.

At Best Buy, customer-centricity is embedded in the company’s DNA. From marketing to operations, every team’s work ultimately serves the customer. And it’s working! Despite competition from online giants like Amazon, Best Buy has held its own by enhancing the experience through expert advice and after-sales support, areas where online retailers often fall short.

Related: How to Cultivate a Customer-Centric Approach to Brand Building

A customer-centric culture is every employee’s responsibility

So, how can a company ensure every employee adopts a customer-centric mindset?

1. Understand the bigger picture: Every employee must see how their role connects to the overall customer experience. For instance, even employees in departments like IT or HR play a significant role in shaping that experience. IT can improve customer interactions by ensuring that systems, such as the company’s website or in-store technology, function smoothly for a seamless shopping experience. HR, on the other hand, contributes by maintaining a positive work culture that energizes and supports customer-facing employees, helping them provide the best possible service both in-store and online.
2. Collaboration: A customer-centric culture thrives on teamwork. Employees should feel comfortable asking colleagues, “How can I help you improve the customer experience?” Collaboration between departments ensures that every team member is aligned in serving the customer, whether directly or indirectly.
3. Create a strategy for customer-centricity: Embedding a customer-centric mindset into the company culture requires intentional effort. Employees need to be strategic about how they approach their roles. For example, teams should regularly review customer feedback to refine their product offerings and improve service. Whether it’s enhancing the customer’s in-person experience, optimizing the online shopping journey, or streamlining delivery processes, businesses must continually adjust their strategies based on customer needs and feedback. This ongoing refinement ensures the company evolves with consumer expectations, maintaining its reputation as a customer-first organization.

Making customer experience part of the DNA

Becoming customer-centric doesn’t happen overnight. It requires sustained commitment from everyone. Your employees should be encouraged to consider how their tasks impact the customer. Whether managing inventory, assisting customers in-store or in their office, or overseeing logistics, every action must be evaluated through the lens of customer impact. This customer-first mentality must become part of every employee’s daily routine, ensuring the customer experience is always a priority.

Related: Customer Centricity: What It Is, Why It Matters and How to Improve Yours

The “three asks” of a customer-centric employee

To solidify customer obsession, employees should embrace what I call the “Three Asks” of a customer-obsessed employee:

1. Ask how you can support colleagues in improving customer interactions. Even if you don’t work directly with customers, supporting teammates who do can boost overall satisfaction.
2. Ask how processes can be improved for the customer experience. Identifying inefficiencies within internal processes and suggesting improvements helps streamline service.
3. Ask how you can take ownership of customer outcomes. Recognize that your work contributes to the company’s customer experience, whether or not you’re customer-facing. Ownership and proactive thinking positively impact overall success.

Recognizing and celebrating progress

Creating a customer-centric culture requires continuous improvement and regular recognition. Celebrating and rewarding customer-centric behaviors reinforces their importance and motivates employees to strive for excellence. By recognizing these efforts, companies foster an environment where employees take pride in contributing to the mission of putting customers first.

Related: Starting My First Business at 11 Taught Me These 4 Lifelong Business Lessons

A customer-centric culture isn’t built in silos. It’s built when every employee, regardless of role, adopts a mindset of customer obsession. It’s about going beyond job descriptions and asking, “How does my work impact the customer?”

When every team member works toward the same goal — delivering an outstanding experience — customer satisfaction soars, employee morale improves, and the company gains a competitive edge.

At the end of the day, customer-centric organizations don’t just meet expectations — they exceed them. That success requires a unified, company-wide commitment. By embedding customer-centricity into the business, employees will feel empowered, customers will be delighted, and the organization will thrive for years.

Months ago, ChatGPT introduced a memory feature that remembers details across conversations — and most users still aren’t aware of what it means and don’t realize the massive privacy and copyright risks it poses. Imagine sensitive client information or trade secrets bleeding across projects without your knowledge. This isn’t just a glitch; it’s a wake-up call for anyone using AI in business.

In this video, I’ll uncover the surprising risks and share actionable strategies to help you use AI safely and responsibly. Learn how to harness the power of AI to grow your business, safeguard your brand and stay ahead of your competition.

Download the free “AI Success Kit” (limited time only) — and you’ll also get a free chapter from Ben’s brand new book, “The Wolf is at The Door – How to Survive and Thrive in an AI-Driven World.“

Let’s get real: If you’ve been on social media lately, you’ve probably seen everyone and their dog claiming to be a “coach.” Big promises, high-ticket prices and flashy marketing are everywhere — Become a millionaire overnight! Get unlimited success in 30 days! All that hype has created one big problem: skepticism. And people have every reason to be cautious.

If you’re serious about starting a real coaching business, you’ve got to rise above the noise. Here’s how to build trust, create impact and attract clients for the long haul — without the empty promises.

Related: 4 Steps to Building a Successful Coaching Business

Step 1: Keep it real about what you can offer

If you’re starting a coaching business, the first step is knowing what you actually bring to the table. You don’t need to promise “life-changing results” if that’s not what you deliver. So, ask yourself: What can I teach that’s truly going to make a difference? By defining what sets you apart, you’re setting yourself up to attract the right clients.

Niche down or get drowned out:

General “business coaches” are everywhere. But the coaches who succeed are the ones who have a clear niche. Instead of trying to cover it all, focus on something specific, like “pitch development for new startups” or “productivity for busy parents.” When you’re clear about what you do, you attract clients who are looking for exactly that. A clear niche allows you to offer a more personalized, targeted approach that addresses your clients’ unique challenges.

• Example: A friend of mine coaches startup founders specifically on crafting killer pitch presentations. That’s her thing, and because she owns that niche, she’s become the go-to expert in her space.

• Quick tip: When you’re too broad, you blend in with every other coach out there. Find your specific angle, and stick with it. The right clients will come to you, and you’ll avoid spreading yourself too thin.

Establish your signature approach:

Once you’ve defined your niche, think about your unique approach to delivering results. Maybe it’s your 5-step framework for achieving work-life balance or a 10-day boot camp that accelerates learning. A signature approach not only gives clients clarity on what they’ll get but also differentiates you from others in your field. Highlighting this approach on your website or in your marketing materials can be a great way to showcase your value.

Step 2: Build trust before trying to sell anything

Coaching is all about trust. If clients don’t believe in you, they’re not sticking around. And nothing kills trust faster than a hard sell before you’ve shown them you’re worth it. Instead, start by delivering real value that builds credibility.

Give people a reason to believe in you:

Sharing free tips and insights allows potential clients to see your expertise in action. This could be through quick video clips, social posts or blog articles that offer practical advice. Focus on things that get people actual results, even if it’s something small — because those small wins build trust and make people want more.

An easy way to get started is by offering a mini training series or a weekly “tip of the day” on platforms like LinkedIn or Instagram. For instance, a productivity coach might post a daily reminder about a time-saving habit or a two-minute video on how to tackle procrastination.

• Example: A productivity coach could post weekly tips on LinkedIn about streamlining routines or tackling time management. When people start seeing results from your free advice, they’ll naturally want to know more about your paid programs.

Cut the hype and keep it authentic:

It’s tempting to sell with buzzwords and big promises, but here’s the thing: People can spot inauthenticity a mile away. Instead of trying to impress, focus on transparency. Share the ups, the downs and the lessons. Honesty is your advantage in a world of over-the-top claims.

• Quick tip: Clients relate to coaches who show up as real people. Talk about your wins but also the challenges. People trust those who keep it authentic, and this relatability is often what encourages them to hire you.

Related: How to Maintain Brand Authenticity in an Increasingly Skeptical World

Step 3: Scale smart — but keep quality in check

One-on-one coaching is powerful, but it limits your reach and your income. If you want to grow, you need to create products that let you work with more clients while still delivering value.

Use creator tools and lead magnets to build your audience:

Scaling your coaching business means reaching the right people consistently, and that’s where platforms like GetResponse can be a game-changer. With built-in creator tools for creating online courses, lead magnets to attract new clients and email automation to keep them engaged, you’ll have everything you need to grow while maintaining quality. For example, a career coach might offer a “10-Step Resume Guide” or “Interview Checklist” as a free lead magnet to attract interested clients.

A lead magnet like a free checklist or video tutorial not only captures leads but also builds trust by offering value upfront. When someone downloads your lead magnet, GetResponse’s automation can send a series of nurture emails, gradually introducing your services. This not only builds rapport but also guides leads toward your paid programs, like a full coaching course or a personalized workshop.

• Quick tip: A lead magnet that delivers real value — like a downloadable guide or checklist — doesn’t just create leads; it also sets the stage for converting followers into paying clients. Consider what free resources could best showcase your expertise and engage your audience.

Scale your approach with online courses and group coaching:

Once you’ve built a steady audience, consider scaling with digital products like online courses or group coaching sessions. These offerings let clients learn on their schedule while keeping your time commitments flexible. Many platforms offer tools for building online courses, making it easy to package your expertise into a product that can reach a wider audience.

If you’re a wellness coach, for instance, you might create a self-paced course on “10 Steps to Better Health Habits,” allowing clients to work through it in their own time, with optional one-on-one sessions for those wanting more personalized guidance.

Step 4: Build a community, not just a client list

The secret to a thriving coaching business? An engaged community. When clients feel connected to each other and to you, they’re more likely to stay involved, see results and refer others.

Create a space where clients can engage:

Whether it’s a private group, monthly live Q&As or an exclusive email list, creating a community makes clients feel like they’re part of something bigger. When clients feel connected to others on the same journey, they’re more motivated, more engaged and more likely to keep working with you. This community vibe often strengthens your brand, creating advocates who bring in new clients organically.

For example, a wellness coach I know hosts virtual meetups where clients can share progress, get feedback and set new goals. That little bit of extra community support keeps clients coming back and turning into referrals.

Foster long-term engagement with content and consistency:

Community is about consistent interaction. Set up regular check-ins, like monthly “goal-setting” webinars, or encourage discussions within your private group. By actively participating and providing content that addresses the latest challenges and trends in your field, you foster a community that’s not just clients but loyal supporters.

• Quick tip: Invest in building a community. It’s not only valuable for your clients but becomes a powerful asset that adds value to your coaching brand. It’s a long-term approach that keeps clients engaged and encourages word-of-mouth growth.

Related: A Step-by-Step Guide to Building a Community for Your Business

Starting a coaching business today isn’t just about setting up a website and offering a service. It’s about building a reputation based on real results, authentic communication and value. The coaches who succeed focus on helping clients first and selling second. So, if you’re serious about starting a coaching business that’s credible and impactful, remember: Trust and authenticity are everything.

Clients want guidance they can rely on, so give them that — and watch your coaching business grow for the long haul.