Kelly McDonald

Reach new and diverse customer groups and expand your market share The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business. Arguing for focusing on customer values rather than demographics, How to Market to People Not Like You reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities. Reach unfamiliar new market segments with your products Learn how to engage micro-segmented customer groups Author's company was named one of the top ad agencies in the US by Ad Age Find out How to Market to People Not Like You, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets.

"Know It or Blow It" Rules for Reaching Diverse Customers

How to Market to People Not Like You

Deliver a better business experience, for every kind of customer A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service. A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes Includes onsumer insights that will help business leaders deliver a better business experience with every customer You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization's customer service. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever.

How to Delight and Engage the Customers Your Competitors Don't Understand

Crafting the Customer Experience For People Not Like You

Adam Wallace

Kathleen Hawkins

Nicole Zoltack

Rebecca Fyfe

Robert Fyfe

Angelica Fyfe

Cecilia Clark

Beth Avery

Ashley Howland

Julia Stilchen

Mary Kincaid

Kelly Vavala

Bron Rauk-Mitchell

Jo Hart

Matt Bender

Eileen Louden

Melissa Gijsbers

John Ciarmello

In the spirit of "Teapot Tales: A Collection of Unique Fairy Tales" is this wonderful second volume of short stories to enjoy! With stories to enchant readers of all ages, this collection of pirate and mermaid stories will open your eyes to the magic that can be found under the sea. Let yourself be pulled into the magical worlds found within these stories. From pirates and sea monsters to kind-hearted mermaids and flesh-eating sirens, let these charming ocean tales sweep you away into the realm of fantasy. With twenty-six stories, including four poems, written by seventeen different authors from around the world, "Teapot Tales: Pirates, Mermaids and Monsters of the Sea" is a wonderful collection of short stories, each story just long enough to enjoy with a cup of tea.

Pirates, Mermaids and Monsters of the Sea (UK)

Teapot Tales

It's time the business world got the actionable, impactful, no-cost strategies needed to increase diversity and inclusion in the workplace Many white leaders want to create change but don't know how to do so appropriately and effectively. How do you know where the blind spots are that can create obstacles for people of color? Your intentions may be sincere and heartfelt, but intentions aren't enough. In It's Time to Talk about Race at Work, acclaimed speaker and bestselling author Kelly McDonald delivers a much-needed roadmap for business people. This book will help you successfully create a fair and equitable workplace that recognizes diverse talent and fosters productive and constructive conversations in your organization. It's Time to Talk about Race at Work does not approach diversity from the standpoint of social activism or an HR perspective. Instead, this book shows you exactly what to do and how to do it so that you can make real progress on diversity and inclusion, regardless of the size of your organization. The author's clear, "real talk" style makes it easy to learn: The costs and risks you're incurring if your organization lacks diversity How people who don't consider themselves to be racist may still have diversity blind spots How to start the hard conversations you may not know how to approach The STARTING Method—an eight-step framework that shows you how to ensure your diversity and inclusion efforts are effective How to recognize the excuses people use to avoid taking action on diversity and inclusion How to address the issues and comments that come up when employees feel nervous, resentful, or uncomfortable as you make headway on diversity in your organization Perfect for executives, managers, and leaders in organizations of all types and sizes, It's Time to Talk about Race at Work is also for employees who want to improve their organization by leading by example.

Every Leader's Guide to Making Progress on Diversity, Equity, and Inclusion

It's Time to Talk about Race at Work

If you're in a diverse team, you know employee differences can cause miscommunication, lower trust, and hurt productivity. . . It doesn't have to be this way! The people you work with may be from a different generation, different culture, different race, different gender, or just a different philosophy toward work and life in general, but you need to work together toward a common goal. How to Work With and Lead People Not Like You explains how to dial down the differences, smooth out the friction, and play upon each other's strengths to become more effective, more productive, and less stressed. The keys are to find the common ground and identify hidden conflicts that are hurting productivity. Many people shudder at the prospect of working with diverse groups of people, but they can't voice their fear or anxiety. At work, it's not OK or politically correct to say, 'I'm uncomfortable with this person.' In fact, if you do say something along those lines, your job may be at risk. Your company may terminate you for not being on the 'diversity bandwagon.' So you keep quiet and you keep your thoughts to yourself. But deep down, you are uncomfortable. If you feel like this, it doesn't mean you're racist, sexist, ageist, homophobic, or any other negative label. It means you're struggling. You're struggling to understand people, cultures, or values that are unfamiliar to you. You're struggling to do your job with teammates and coworkers who may have very different viewpoints or different approaches to communication than you have. You're struggling to overcome differences and pull together to achieve high performance at work. Whether you're leading a diverse team, working in a challenging cross-cultural environment, or simply working with people who are 'not like you,' you need to be able to get along with everyone as a team, to get the work done. This book explains the skills you need to communicate, motivate, and inspire people to collaborate—even if they have very different values, lifestyles, or priorities. Learn key steps that bring cohesion to diversity How to have a constructive conversation about working alongside people who are different The four magic words that make this easier and smooth over friction What not to say—and why Learn to set aside differences and get things done Learn how to handle a racist, sexist, homophobic or offensive remark in a professional way Retain your sanity when colleagues drive you crazy The changing demographics of today's workforce bring conflicting viewpoints, perspectives, approaches, skills, habits, and personalities together in one place; whether that leads to synergy or catastrophe is up to you. How to Work With and Lead People Not Like You helps you turn a hurdle into an advantage so you or your team can do more, achieve more, and enjoy the ride.

Practical Solutions for Today's Diverse Workplace

How to Work With and Lead People Not Like You

It's time the business world got the actionable, impactful, no-cost strategies needed to increase diversity and inclusion in the workplace Many white leaders want to create change but don't know how to do so appropriately and effectively. How do you know where the blind spots are that can create obstacles for people of color? Your intentions may be sincere and heartfelt, but intentions aren't enough. In It's Time to Talk about Race at Work, acclaimed speaker and bestselling author Kelly McDonald delivers a much-needed roadmap for businesspeople. This book will help you successfully create a fair and equitable workplace that recognizes diverse talent and fosters productive and constructive conversations in your organization. Its Time to Talk about Race at Work does not approach diversity from the standpoint of social activism or an HR perspective. Instead, this book shows you exactly what to do and how to do it so that you can make real progress on diversity and inclusion, regardless of the size of your organization. The authors clear, real talk style makes it easy to learn: The costs and risks youre incurring if your organization lacks diversity How people who dont consider themselves to be racist may still have diversity blind spots How to start the hard conversations you may not know how to approach The STARTING Methodan eight-step framework that shows you how to ensure your diversity and inclusion efforts are effective How to recognize the excuses people use to avoid taking action on diversity and inclusion How to address the issues and comments that come up when employees feel nervous, resentful, or uncomfortable as you make headway on diversity in your organization Perfect for executives, managers, and leaders in organizations of all types and sizes, Its Time to Talk about Race at Work is also for employees who want to improve their organization by leading by example.

Kelly McDonald

Books

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