Andrew Rudin
Andrew Rudin
Andrew (Andy) Rudin is Managing Principal of CONTRARY DOMINO, and faculty at George Mason University's School of Engineering and Information Technology. Andy provides comprehensive services to companies for sales governance, risk management, and compliance (GRC). Andy has a BS in marketing and an MS in information technology, both from the University of Virginia. In 2018, he was recognized as a Hall of Fame author on CustomerThink.
Why Ensure is the Most Dangerous Word in Business
In the undergraduate IT courses I teach, my students examine written project management communications, including scope statements, business cases, retrospectives, recommendations, and situation analyses....
Time to Retire Customer Obsession
We’re better off applauding customer obsession for its marketing impact, acknowledging that operationally, we’re probably not as obsessed as we think we are, and that…
12 Signs That You Should Quit Your Sales Job (and Look for Something New)
In the late 1990’s, I had an ideal job in IT sales. My company innovated great products, and I loved selling them. My income grew.…
How to Knock the Competition without Ever Having to Say You’re Sorry
“Never knock the competition!” The admonishment emerged in the early stone age, and it has enjoyed a long life, immune to skepticism and philosophical challenge.…
Sales is a Profession of Words. Choose Them Wisely
“Nothing happens until you sell somebody something.” When salespeople gathered in offices, this Zig Ziglar quote adorned the walls. A nearly identical aphorism is attributed…
Please Hold. Your Call Is Very Unimportant to Us
Lying isn’t cheap. Ask former Trump lawyer Sidney Powell. Dominion Voting Machines filed a lawsuit against her for $1.3 billion – with a “b” –…
Would an Idiot Do That? A Practical Guide for Ethical Marketing Decisions
In the fall of 2016, my son headed off for his first year in college. Compared to today, it was a halcyon time to leave…
Let’s Restore Sanity to Stretch Goals
Stretch goals are “deliberately challenging or ambitious aims or objectives.” Known colloquially as BHAG’s – Big Hairy Audacious Goals – they are ubiquitous in revenue…
The Road to Trust Begins with Intent
In the 1980’s, I demonstrated my company’s accounting software to a prospective buyer, the CEO of a large lumber and plywood wholesaler in Virginia. A…
Time to Re-Think Your Company’s Sales Compensation Plan
Years ago, a recruiter for an IT company asked me for details about my earnings history in a prior sales role. Although many hiring managers…
On My Honor as a Salesperson. A New Look at Why Sales Ethics Matter
Which risk poses the greatest threat to a company’s market value – Pandemics and natural disasters? Terrorism? Product defects? Patent infringement? Theft of intellectual property?…
Are Your Decisions Risk-Informed? Six Missteps to Avoid
“In April 2017, Kevin Johnson took over the reigns as CEO of Starbucks, the iconic coffee giant. He faced a number of key decisions...
Why Good Salespeople Do Bad Things. And How They Can Avoid Going Astray
Most salespeople believe they are ethical and committed to customer success. Our mantra: “Treat customers like you would like to be treated.” If we...
Fired Boeing CEO’s Severance Defies Explanation
This past December, I envisioned an article I wanted to write titled Things in Business That Defy Explanation. I had artifacts in mind,...
Discounting Belongs in Every Marketing/Sales Toolkit
Discounting gets a bad rap, and it just isn’t fair. Critics consider it an act of desperation, a reflexive last-ditch tactic vendors try when...
Customer Retention is Overrated
Remember the listening game you played in elementary school - the one where the first kid introduced a word or phrase to the group...
#wayfairwalkout: Employee Activism Collides with Revenue Growth
Peter Drucker’s pithy idea, “The purpose of a business is to create a customer,” has been drummed into the marketing psyche for as long...
Voicing Values: Employee Exposes Seamy Sales Training
The South Carolina Department of Consumer Affairs reports that in 2019, more than 50% of its complaints about solar energy companies involve deceptive sales...
Employee Values: Filling the Gap between Business Dream and Decision Reality
In business, we exhort ourselves to achieve dreams. “Client interests come first!” and “We are committed to full and fair disclosure!” These are dreams because...
Giving Voice to Values: Essential Nutrition for the Fiscally Fit Organization
Suppose you were at a large networking event and accidentally dropped a priceless piece of jewelry on the floor. Your favorite whatever, and now...