Case Study: "Never Eat Alone" - Thought Leadership Leverage

Keith had a great idea, which is the whole idea of Never Eat Alone. Right. How did that manifest into Beyond Keith, into now? And you ran that business, ran that practice. Yeah.

So when I started with Keith, he had a marketing consulting firm, a great brand, a very connected guy, super duper smart. And the book was sort of this serendipitous side project. So the Inc. article you mentioned led to someone saying, hey, let's write a book. And then all those things started to happened, but it wasn't really strategic. So it was like, uh-oh, now what do we do? So the first thing I did was say, all right, we don't want to be the networking guy, because nobody feels warm and fuzzy when they hear about, let's go meet the networking guy. So we said, we'll be the folks that help you build relationships personally and professionally. The next step was from the business side, where do you focus that on, right? So we decided to focus on the Fortune 1000, primarily on the sales side of the world, with a little bit of leadership development. and built out the training side to support that. So we sort of had to do a forensic of the book, Never Eat Alone, which was phenomenal and sold half a million units and all that kind of stuff, to say, well, what is it about the— how do you separate what's masterful about Keith, his charisma, his energy, his personal story, et cetera, and turn that into— break that down into competencies, and then develop skills against it? So now I can go to an Oracle or a big company and say, we can get your people to do more of these things. Thank you.