OneAccord Books

Businesses abandon their promotion right before it starts working. Andrew Ballard: just about the time you're sick of your own promotion is when it starts working for you.

Your journey is the story no one else can tell. Document it now, not later. The lessons you're learning in real time are the ones that will matter most. @OneAccord

Stop chasing net new. Start seeing what's hiding in plain sight. That's InnoMaginate! by Traci Robinson-Williams in one line. Highly recommended. @OneAccord

25+ years of helping companies find growth they didn't know was there. Traci Robinson-Williams put it all into InnoMaginate! If your revenue is plateauing, read this. @OneAccord

Only 34% of employer firms survive 10 years. Andrew Ballard's diagnosis: most are marketing from the supply side. His fix: flip to the demand side. oneaccord.co/resources/book…

Congruence means your stated values and your actual behavior point in the same direction. When they do not, people notice. The gap is where trust erodes. @OneAccord

Revenue is sitting in your existing portfolio. Nobody's looking because everyone's focused on what's next instead of what's here. InnoMaginate! fixes that. @OneAccord

Meeting expectations earns a neutral rating, not a referral. Andrew Ballard: exceed expectations until customers become advocates who refer without being asked.

Most founders have a sales process. Few have a documented acquisition engine with a known LTV:CAC ratio and clear funnel conversion data. Buyers can only underwrite what they can measure. Which do you have? oneaccord.co/resources/book…

Organizational inertia isn't the enemy of innovation. It's the raw material. The things you do on autopilot are often what customers value most. InnoMaginate! by Traci Robinson-Williams. @OneAccord

Service to all stakeholders is not a platitude. It is a decision framework. When interests conflict, the CEO who has thought clearly about obligations to each stakeholder makes better calls faster. @OneAccord

John Wanamaker: half my advertising is wasted, I just don't know which half. Andrew Ballard's answer: track every lead source so you always know.

Creative without strategy is art. Creative with strategy is advertising. Andrew Ballard's Step 7: make promotion a precision instrument, not a guess.

Growth leaders who reposition beat growth leaders who reinvent. Every time. Hard truth from InnoMaginate! by Traci Robinson-Williams. @OneAccord

Books we're reading. Brent Bauslaugh of Boeing recommended Pivot to Win by Jordan Babineaux. Former NFL player turned entrepreneur. "Your old playbook got you here. It won't take you where you need to go." Haven't read it yet. On the list.

CMOs being asked to do more with less: InnoMaginate! by Traci Robinson-Williams is a step-by-step framework for finding new revenue inside what you already own. @OneAccord

Your values are not a branding exercise. They are the decisions you make when no one is watching and there is no easy answer. Get them right before you scale. @OneAccord

There's a difference between being known and being known for something. Andrew Ballard: you brand for identification, you position for differentiation. Most businesses only do the first.

Epstein: "Modern work demands knowledge transfer: the ability to apply knowledge to new situations and different domains." That is a near-perfect description of what good advisory work requires.

Revenue growth gets attention. Revenue quality gets premium multiples. Chapter 1 of Hidden Multiples shows exactly how buyers evaluate your revenue, and what they're actually paying for. oneaccord.co oneaccord.co/resources/book…