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  • 18 Jun 2014
  • 5:30 PM - 8:00 PM
  • Théâtre français de Toronto, 21 College Street, Suite 610, Toronto, ON M5G 2B3
  • 6


  • $65 plus HST for a total of $ 73.45
  • $35 plus HST for a total of $39.55

Registration is closed


The Strategic Leadership Forum Presents:


Ian Gordon

Wednesday, June 18, 2014
5:30 - 8:00 PM




“All customers are equal but some customers are more equal than others.”*

Organizations often don't have enough resources to do all they want but resources are available and can be freed up by not seeking out or catering to the customers who matter least. This means that companies ought to triage their customers using lifetime value and other, equally important criteria, in effect separating the best customers from the average ones and the average from the worst, before allocating resources to improve relationships with just the right customers and profit from these relationships. This talk starts here, by rejecting the axiom that the customer is always right, and offers proven approaches to replace this axiom to strengthen the business strategically and profitably. Gordon also discusses the possible firing of customers, and why, when and how to do this.

Drawing on two of his books, Relationship Marketing, and his recently-released Managing the New Customer Relationship, Gordon discusses the evolution of marketing from art-form to science, and from applied cognitive psychology to behavioral psychology to social psychology. Today's customer is always connected, social, local and mobile, and Gordon discusses the implications of these changes, how to engage each customer as an individual and to reach through each customer to connect with, attract and retain the people they know, what he calls “one-through-one” marketing and social marketing.

The voice of the company is now much less important than what customers say to others, and this has implications beyond social media. Gordon discusses how today’s marketing affects the success of goods and service innovation, and offers new ideas for innovation acceleration. He notes that companies cannot innovate faster than their customers can accept, adopt and embrace the firm's innovation so, no matter how fast the innovation cycle within an enterprise, companies need to accelerate the speed of customer adoption if they are to accelerate their product launches. For this, they often need to teach customers new behaviours so it's incumbent on companies to think through what it means to innovate for customer adoption, train customers and even to help customers unlearn existing behaviours. Whether attendees are in B2C or B2B industries, they are sure to find this discussion thoughtful and provocative. Every organization should be able to apply some of the principles, strategies, techniques and technologies discussed at this event to recognize important marketplace changes, plan to improve relationship and financial results, and capture new shareholder value from new customer relationships.

The event will conclude with a draw for three copies of Ian Gordon's book, Managing the New Customer Relationship, Strategies to Engage the Social Customer and Build Lasting Value.

* With apologies to George Orwell


5:30-6:00 Welcome and networking
6:00-6:45 Presentation
6:45-7:30 Discussion, Q&A
7:30-8:00 Networking


Ian Gordon is a management consultant and author with over 30 years of marketing and strategy experience. He is President of Convergence Management Consultants in Toronto where he conducts research, planning and coaching engagements to accelerate revenue growth, develop breakthrough marketing plans, acquire new customers and manage existing customer relationships. He has worked with companies in 19 countries including such well-known brands as Alcan, Amadeus, Apple, Bell Canada, Canada Post, Chrysler Corporation, Eastman Kodak, Ethel, Experian, Ford Electronics, General Electric, Goodyear, HP/Compaq, IBM, Kodak Canada, MasterCard, Microsoft, NCR, Nortel, Ontario Power Generation, Parker Hannifin, RBC, Thomson Reuters, Toshiba, Westinghouse and Xerox, as well as many emerging companies in a wide variety of industries. He is author of four business books and over 100 articles, including 13 published in the Ivey Business Journal/Business Quarterly. He has lectured extensively in marketing, strategy,CRM/relationship marketing and management consulting subjects to undergraduate and MBA students.



Date: Wednesday, June 18th, 2014

Time: 5:30 - 8:00 PM

Place: Théâtre français de Toronto

21 College Street, Suite 610

Toronto, ON M5G 2B3


Tickets: Members $35 + HST;

Non-members $65 + HST.

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