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Agrimarketing : February 2009
s Thursday, April 16, 2009 | 9:00–10:30 a.m. OPENING GENERAL SESSION The Collapse of Distinction Scott McKain “If you cannot find it within yourself to become emotional, committed, engaged, and yes, fervent about differentiation, then you had better be prepared to take your place among that vast throng of the mediocre who are judged by their customers solely on the basis of price. It is the singularly worst place to be in all of business. . .” Scott McKain makes it clear that today’s playing field is more competitive than ever. To connect— and maintain a relationship with—discerning customers, you must differentiate yourself and your business. In this session, he’ll share clear approaches for how to stand out in the market. You’ll learn how to deliver unique value to increasingly demanding and sophisticated customers. Discover the specific steps you need to take right now to stand out from the crowd. Explore the origins of stifling sameness and gain strategies for rising above and beyond the status quo. Scott is a highly successful business professional, author and commentator. He has proven that the concepts he presents actually work in the real world! He is the Vice Chairman ofObsidian Enterprises, a company he helped s Wednesday, April 15, 2009 | 1:00–3:00 p.m. PRE-CONFERENCE WORKSHOP Charting Your Course in UnchartedWaters: Strategic Decision-Making in Uncertain Times Volatile commodity markets, bank failures, government bailouts. These are only a few of the events that have caused turmoil and created a sense of uncertainty and anxiety about the future. Regardless of the storms that may be brewing around us, business leaders can’t simply postpone decisions until calmer seas prevail. Turbulent times create incredible opportunities. Navigating through these waters demands answers to questions like: •What are the fundamental drivers of change that are reshaping our business/industry? • What assumptions amI making about the future and what if I’m wrong? • What are the biggest uncertainties that could impact our business/industry? If you have found yourself asking any of these questions, this session is for you! This pre-conference workshop is designed for anyone who has responsibility for developing internal business plans or helping clients anticipate, respond and react to the volatility and change impacting their business. Participants will gain insight into the key principles of scenario- planning and will be introduced to some tools that can be helpful in making both business and personal decisions. Kevin Ochsner, Partner, Adayana Agri Business Group Kevin’s speaking career began in college when he served as a National FFA Officer and traveled to more than 40 states representing the organization. Kevin spends more than 80 days each year making presentations and facilitating programs for many of North America’s largest agribusinesses.With a Master’s inManagement from Purdue University, Kevin combines his high- energy, motivational speaking style with marketing and management substance. January/February 2009 s AgriMarketing 25 found just a few years ago that now generates $100million in annual revenue. Obsidian has been named as one of the “fastest growing companies” in the United States. He is the co-founder of the Value Added Institute, a “think tank” exploring the role of customer experiences in creating enhanced client loyalty and revenue for visionary organizations. He is the author of two #1 business bestsellers: ALL Business is Show Business, and his most recent book, What Customers ReallyWant, which has just been released in paperback. His new book, The Collapse of Distinction, is due out this year. Sponsored by American Business Media Agri-Council
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