When I first opened my practice in 2009 I didn’t imagine that I’d be advising a 256-suite oceanfront resort.
In 2012, I helped a startup paddle board rental company (Paddle Boarding Palm Beach) blow up online.
They became so dominant that Get Wet Watersports (one of their competitors) made a defensive acquisition to acquire them circa 2016.
Get Wet Watersports retained me to do the same thing for them online that I had done with the paddle board co.
Word spread to the Palm Beach Shores Resort brass… and for them, I was able to rapidly identify, diagnose, and solve a hiccup in the resort’s online booking checkout process.
That single improvement translated to a 23% increase in their annual online booking revenue (going on seven years now).
In 2018, the CEO of the cruise line called my cell and said that he had a problem.
The stakeholders had purchased a second cruise ship that was about to come online but the first ship still wasn’t at capacity.
He was spending a fortune on advertising and asked if I could review the website for potential bottlenecks.
Even though they had an internal marketing team and a vendor agency of record (AOR) with a well-known firm out of Miami – they were stuck spinning their propellers.
Within a week, I diagnosed the root cause of the problem (which had nothing to do with their website) and submitted a sales deck that offered to reveal the solution in exchange for points on the move.
That single thread of events started with a startup paddleboarding client and escalated to an emerging watersports company, an iconic fishing fleet, a landmark resort, an expanding cruise line, and many layers in between that continue to this day.
One thing I always advise business leaders on is to look at their business from a strategic perspective and to ‘gamify’ their moves.
Have fun with it.
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