Podcast Ep. 75 – Sustaining Number One
Larry Olsen November 9, 2021
Doug Eroh is the Executive Vice President, Penske Motor Group and President & General Manager, Longo Toyota. He has 24 years of experience in the automotive industry including OEM, financial services, and retail experience. He leads his organizations by honoring the company values no matter the circumstances, and knowing that his people are their greatest asset.
Larry Olsen: Welcome. I’m Larry Olsen, and what’s on your mind? Once set, it delivers your life. To change the outcomes we want, we must change the plays we’re running. Join us at Mindset Playbook with Real people – Real talk for Real insight.
Narrator: Today’s episode is sponsored by Aperneo, An Achievement Acceleration Company, whose approach to professional development enables clients to gain insights and perspectives to live, work, and engage with more success.
Larry Olsen I want to welcome everyone to Mindset Playbook in a new series that we have that I know you’re going to find fascinating, especially those of you that enjoy driving a car, buying a car and looking at your car and all the wonderful things that associate with it. We are grateful for you taking the time out of your day to tune in and welcome again to The Great Automotive Experience Series. Now, for those of you that are new to the program, The Great Automotive Experience occurs when the car buying experience meets or exceeds the thrill of owning a car. And I’m honored to introduce you to an influencer, powerhouse and game changer in the industry. Doug Eroh and now, Doug, did I pronounce that correctly?
Doug Eroh [00:01:35] Yes. Thank you, Larry.
Larry Olsen [00:01:38] I did. OK, good enough. Allow me to share just a bit of his background so you’ll see the tree you’re into today. Doug joined the Penske Motor Group in August of 2015 as Executive Vice President, and in his role, Doug was responsible for developing new strategies, expansion initiatives and working on process improvement to build an even stronger workforce for the future. Now, in November of 2018, Doug was named President and General Manager of Longo Toyota. If you’re not familiar with Longo and will be of the Penske Motor Group’s largest dealership and number one volume dealer in the world since 1967. Doug oversees the day-to-day operations of Longo Toyota, including sales, service, parts and accessories, collision repair, marketing, guest service and training. He continues to support PMG and as of October 2020, was promoted to President with oversight over capital expenditures, business development, marketing, wellness and special projects. Prior to joining the Penske Organization, Doug was the Toyota Motor North America. He was with Toyota North America for 19 years, where he worked in several management and leadership positions. So, as you can see, Doug knows the automotive business inside and out. Now, if that’s not enough in his spare time, Doug is a board member of the Southern California Toyota Dealers Advertising Association and has been a volunteer coach for youth sports. Doug, with your extensive background in the industry. Where have you seen the greatest strides in creating an excellent customer experience?
Doug Eroh [00:03:38] Thank you, Larry. First of all, it’s an honor to be here on your podcast and thank you for giving me the opportunity to speak with you today. I think as you look at the Auto Industry, which I’m, you know, I’ve been fortunate to be a part of for almost 25 years, it’s a great industry. A lot of obviously the products are amazing and continue to evolve. The process of buying and servicing a car continues to evolve. You have a great network of entrepreneurs as dealers that I think you always strive to do better for their customers. And I think we’re in today’s world where we’re challenged and pushed by some of the technology leaders that are out there. Look at Amazon. You know, the process that you go through to buy things today has changed, whether it be groceries or clothes or electronics. And I think that process and the digitization of that process in making buying things just frankly simpler and more seamless, you know, bleeds over into this business too. And it causes us to try to take that automotive experience and make it better. We’re challenged by that every single day. And, you know, it really starts with people. I think all these things start with people so we can talk a little bit more about that. But I think that’s really the genesis of it. And I think that’s what we’re seeing actually happened before us here in 2021.
Larry Olsen [00:05:10] All right. Well, you know, you brought it brought up some interesting points about expectations that all of us as consumers have now, and its really kind of changed the game a bit on how important it is to make that customer experience amazing. I remember years and years ago the auto industry did not have the best name. You know, it was like, if you didn’t like the way that we handled this, we’ve got another owner soon to be in, we’ve got plenty of cars. And there wasn’t, the emphasis made on making sure the customer had a great experience. And it’s interesting. I wanted to get your take on this. How much of a role do you believe that the one-on-one interaction that the customer has with that salesman plays into whether this buying experience is memorable in a positive way or memorable in God? That took forever, and I just all I wanted to do is just buy a car.
Doug Eroh [00:06:11] Yeah, I think if you look at the interaction of the human being and the person or the sales consultant or service advisor or guest services representative that might be dealing with a guest. I think it has a lot to do with the experience they have. And I think if you look back on the last 18 months and everything, we’ve all been through this crazy COVID time, I think the acceleration of the importance of the interaction with it with the person actually has gotten more important. Not so much in person, but via whether it be phone or internet or chat or any of the number of different means that a consumer interacts with us. And those digital channels, if you will, or the way that customers communicate with us, and we communicate with our guests. Whether, like I said, whether it can be through chat, we’re chatting, we’re, you know, someone sends us a lead and we’re responding. They’re calling us. Those interactions have increased significantly over the last 18 months, while the in-person interactions may have come down a little bit. Total interactions that we have with our guests has actually gone up. So, we actually have to be better at that than we ever have been because in today’s world, we’ve been through lots of these, whether it’s COVID or how do you do business or the changing expectations that you mentioned that consumers have today or it’s the environment we happen to be in at this moment in time, which is a historic global shortage of automobiles. You know, it is a very unique situation where people are seeking out guidance from people they trust, from businesses they trust, from representatives of those businesses that they trust. And we’ve got to be that trusted resource and they have more questions than a half because products are becoming more complex, right? The differences of the infotainment systems in cars have evolved, right? The technology of the powertrain of the car has evolved. We sell, you know, internal combustion engines, we sell hybrids. We sell plug in hybrids. We now sell fuel cell cars that are powered by hydrogen in some day very soon, we’ll be selling fully battery electric cars. So, you know, we have with five different just in our little world or our corner of the earth of the auto industry. We have five different powertrains that a consumer can purchase, right? And that’s just getting into the purchase side. Then there’s the whole other world of service, right? So that back to your question, Larry, I think the person has so much to do with it, with the experience of guest has, even though we’ve got more technology and we’ve got more ways of communicating with the guest digitally. It comes down to the person behind that phone or behind that computer screen or behind that chat function. Very, very important.
Larry Olsen [00:09:32] Yeah, absolutely. You know, if we talk about perception for a minute because all of us are looking out of our own eyes and we’re interpreting the world based on a belief system that we’ve developed largely from the experiences that we’ve had and then how we talked about those experiences. And there, you know, outside of some other countries, you generally don’t negotiate and bargain on purchasing something. You’re going to buy a suit, you know, you don’t argue over the price. And so that has been kind of the nuance of the auto industry is there’s always been an opportunity to get a lower price. And so when customers are just into prices, we know that can be more challenging than the customers that are into value. And when you’re walking into a store as a customer and you’ve got your guard up because you feel that there’s going to be three people standing out on the point waiting for you to get out of your car, and then they’re going to ask you, are you just visiting or is this let’s make this an information day, depending on where they got their education from? How do you recognize and how do you deal with in your training to make that first moment and experience something that changes that customer’s mind? Because you talked a little bit earlier, Doug, about the importance of trust, and that can happen immediately just by the vibe that someone gives to another human being. Where does that come into play in all of these nuances that you have, as you mentioned, the multitude of different types of vehicles and how they’re powered to all the different models? And, you know, there’s a lot of training that goes into play, what, you know, what where do you think the greatest opportunity is on that initial customer experience for you, your organization, and your people?
Doug Eroh [00:11:35] Yeah, I think the initial customer experience can happen in a number of different ways, right? And that can be someone that’s walking on our, into our showroom or on our lot or, you know, visiting our website, our website along with Toyota. We got about one hundred and eighty thousand visitors to our website every month. (Larry Olsen: Wow) I love that one hundred and eighty thousand people have visited our showroom every month, but I know we don’t. So that is our digital showroom, right? (Larry Olsen: Yes) we forget about because we sit here in our showroom every day in our physical showroom every day and we look at everything and we want to make sure everything’s clean and neat. We have a whole we have a whole team of housekeepers that keeps the place clean, cleans the restrooms every hour, which is great. We did that long before there was COVID. This emphasis on cleaning, but we can’t forget about our virtual showroom or our digital showroom, which is online, and we’re not necessarily staring at that every day. So, I challenge our team. Give me a look at that, right? Is this what we have there makes sense to a guest? Is it welcoming? Is it presenting the information in an easy, simple, fine manner? Things like that. But I think ultimately, if we take it back to people, you’ve got to build a foundation and a culture around the guest experience, and we try to do that. I think if you now use Longo as an example, you know, we’ve been fortunate to have great success over many decades. And you know, that doesn’t happen by accident. It happens because we’ve had great people over the years, and we’ve had a great foundation that’s based on providing a great experience because people aren’t going to come back to a business that haven’t had a good experience. So, we’ve every one of those counts. And I always say it’s compounding interest, right? You have one good experience, and they tell, you know their friends and family, and then it compounds and compounds and know that’s why we’ve been able to have, I think, really good success. But the rest of that foundation, I always carry this around with me, which is, you know, our badge every way, myself, every single team member wears. And it’s not so big of a deal. It’s a badge with picture says where you’re from, but on the back of it is what really matters. And that’s kind of our you call it our Penske Way, but it’s our, you know, the way of doing business. We’ve got actually got a theme for every single day of the month and we have a brief meeting every morning with our team or at the start of a shift where we talk about the theme of that day. Right? (Larry Olsen: Yeah) and you know, today’s the 14th right. So, today’s theme is, Think Safety. So, we were talking about safety, right? And might be COVID protocols today. That might be is all the equipment we have safe. But my favorite my favorite theme is it’s called the ten-foot rule. And I think that speaks to what you’re talking about when we talk about day six, by the way, the 10-foot rule that goes to our guests. Our first interaction with a guest, whether they’re on a lot or a website or on the phone, how we greet them, welcome, make them feel very comfortable and welcome. Not ask them, hey, are you here to buy a car today? Welcome to Longo. How can we help you? It might be on the phone. It might be in person. It’s a 10-foot rule. We call. We want every team member to exercise the 10-foot rule. What that means is if somebody within 10 feet of you. It doesn’t matter what your position is, it doesn’t matter who you are. It doesn’t matter who the guest is. You are going to greet that guest and welcome them to our facility and ask them how we can help them, right? So that might mean you have a customer that’s walking through my showroom with a repair order in their hand trying to figure out where we pick up the car where a salesperson to greet them. On the flip side, you might have a customer that’s shopping for a car that finds themselves in our service shop. I want a technician to see that customer and actually be able to go in, interact with them and not just point them in the right direction, but actually guide them to what they need. So we’re a big place, but I would say is really for any, any business or any dealership is build that culture so that regardless of how the customer comes at you or comes to you, whether it be digitally or physically, that you have a culture of people, regardless of their position that is equipped with the right word tracks and the right guidance to help our guests and to start things off with a smile, right? And show them the way. That’s really what where that starts. And if you only train part of your organization or you only train your salespeople to do that, you’re going to miss out. Right? Everybody needs to know how to do it. I don’t care if they’re where they work or what they do. They might be an accountant in the business office. They might be somebody that cleans bathrooms. But we’re all on the same team and we all have the same goals as which is to make that experience great from day one.
Larry Olsen [00:17:02] Beautiful, beautiful. What would you say you’re most proud of as an organization regarding your treatment of people and how they’re how they deal with the customer? What, you know, the question is, so what, who cares why Longo, Toyota? What would your response to that be?
Doug Eroh [00:17:26] Well, I’m very proud of our team. I’m proud of several things about our team. One is their diversity. You know, we pride ourselves on and we have for a very long time on the diversity of our team, right? Los Angeles, Southern California, is one of the most diverse areas in the country, right in the world. And, you know, we pride ourselves on being able to help our customers, regardless of the language they speak. And I think our last count, our team members collectively speak over 40 languages and dialects. We have only what some of them I’ve never even heard of Chinese dialects that I’m learning, learning about. So know that just reflects the fact that there’s people in Los Angeles or Southern California that speak that many languages now, probably to some degree speak English. Mm-Hmm. But, you know, buying a car, servicing a car is a very complex transaction, right? And you want to be able to do that transaction in your native language. So we want to be here to. And that goes back to something we talked about earlier, which is trust. (Larry Olsen: Yeah) and in having a great experience, if you can transact in the language that you’re most comfortable, you’re going to feel better about it and you’re going to trust the person more if there’s not a language barrier. So we try to break that down. So diversity is very high on things, and I’m proud of our team. I’m also very proud of their integrity. Our integrity is really, you know, the absolute necessity.
Larry Olsen [00:19:12] Is it one of your values as an organization?
Doug Eroh [00:19:14] Absolutely. And that’s the highest value we have, right? We’re in a business where people are spending a lot of money. And, you know, obviously buying a car is the second biggest transaction most people make outside of my house. Mm-Hmm. People have rent. It’s the biggest transaction they ever make. We have a lot of renters in California, so we have to be mindful of that and we want to always have the most. There’s no shades of gray here. There’s no maybe we could do this or that. No, it’s either it’s right or it’s wrong. And that’s the way that we conduct ourselves and we make a mistake, which we do because we are not perfect is we fix it, and we do whatever it takes to make it right. We own up to it. So, our integrity is really important. Obviously, as I mentioned, our diversity is really critical. And if you think about that integrity piece and we translate that into today’s world where there is we’re in the midst of a like I said, are a little bit earlier historical shortage of automobiles across the entire industry. You know, this morning we have a 1.5 day supply of cars.
Larry Olsen [00:20:28] oh, for heaven’s sake. So, give people a perspective on what that should be.
Doug Eroh [00:20:33] Yeah, I think the easiest way to describe that is in hard numbers, right? So last October, we had about one hundred and assuming last October we had 1500 new cars available for sale. (Larry OK.) Today we have about 50. (Larry Olsen: Wow) Five zero. So now, you know, cars are being purchased in a different way than they were a year ago. A year ago, you come on to our lot. You can browse. You can look at 100 Camrys and 50 rav4s and pick your color and pick your favorite package. But now we are in a situation where everything is being ordered in advance. And that’s really critical that we have a high trust factor in our customers because they’re buying a car that they’re not going to see for a few months. And we’ve got to trust something that they’ve never actually seen before making a huge purchase. So, it’s really critical, and the communication with that guest over the course of time to let them know how things are going, when the car is going to arrive, et cetera. And the other piece that comes from this sort of supply shortage is the laws of supply and demand come into play, right? And you’re seeing things happen, which is kind of disappointing in the industry where pricing is going way up. And I think, you know, nothing wrong with a fair price for a car, and there’s nothing wrong with the manufacturer’s suggested retail price. But I think what we’re seeing is we have some retailers that are charging way over MSRP, which I don’t personally think is a good long-term decision. I think, you know, we want to put our customers in a position when they’re in their third or fourth year of ownership of a car that they’re able to get another car and they’re not. (Larry Olsen: That’s right) no.
Larry Olsen [00:22:30] Or if they’re sitting down at dinner talking to someone else about the Corolla, they bought, they each bought the same Corolla. One paid 10000 more than the other. That and start creating a bit of an attitude.
Doug Eroh [00:22:43] Exactly. So, it’s unfortunate that we’re in a shortage, but I think it gives us as a retailer an opportunity to reinforce our integrity and who we are and what we’re about. And we’ve been promoting that. You know, we’re not going to charge over MSRP, and we never have. And this is a business, as you said, it’s been around since 1967. You can actually go back to the people that have been here a long time. They’ll say, go back to the 1970s when there was the oil crisis, right? (Larry Olsen: Yeah) gas prices went through the roof and people were flocking to, you know, economic high fuel-efficient cars. And we’re in a shortage, you know, probably some degree like we have today, and people were paying at that time, Mr. Longo, who’s long passed away. He said we’re never going to charge over MSRP. And that’s what really helped this business grow at a time 40 years ago and again 40 years later with a similar crisis. We’re going to take a similar approach. And I believe that, that is going to build consumers trust in us for another generation and hopefully will keep them coming back to us and telling their friends, I was this quick story you have. I don’t know if you’re familiar with the next-door app, but there’s this app called Next Door if people have in their neighborhoods that communicate with their neighbors and things like that. And somebody sent me about a week ago a screenshot from a next-door post that a customer made, back in maybe two a few weeks ago. And it was it somewhere out in Rancho Cucamonga or somewhere. This customer apparently shopped for a car here, and the guy to tell his whole neighborhood about how Longo was the only dealer they could find that wasn’t charging over MSRP, that really counter praises. We don’t know who this guy is, but that’s the kind of advertising that you, you know, you can’t pay for. You know, so good that kind of word of mouth. So, I was really honored to see that, and I’m glad that people are recognizing that even in today’s environment where it’s really easy to take advantage of a situation and we’re not going to do that and we’re here for the long term.
Larry Olsen [00:25:02] Well, I think all of us know the power of leadership and that where the direction a company goes and the values that it has so much to do with leadership. And the rumor mill is, is that you are going to go a long way even from the early days. And I want you to think back for a moment and think about what is it about you, Doug, and who you are as a person that was not only attracted to the auto industry, but has made such a positive influence on the lives that people live and the and the ability to draw the line in the sand and continue with Longo had done and not break away from being fair with the customer. What is it about you that that rings so, so true?
Doug Eroh [00:26:01] Yeah, thank you. Look, I always try to make it, not about me.
Larry Olsen [00:26:05] OK, all right. That’s important,
Doug Eroh [00:26:08] not our team. And I’m just, you know, I mean, you look at this business, you know, this Longo Toyota, it is. It is a tradition and it’s a legacy that’s been put in the place by a lot of people. And it starts with our owners. You know, Roger Penske, Greg Penske, who is the chairman and CEO of the company. He has great values that are rooted in great customer service and in leadership, you know, market leadership and people leadership. So, I’m grateful to work for an organization that values that because it makes my job a lot easier to sort of live that and exemplify that. And, you know, you know, consult, or coach our team to that every single day. So that’s they start. But you know, look, I got lucky. I was in college, I actually worked in a dealership, and I did basically delivered cars. And this is obviously going back. A long time is a Dodge and Toyota dealership. We sold mostly Dodge Rams in caravans, a few Toyotas. It’s probably now the other way. Now, back in Pennsylvania, I really got really got a love for the business doing that. And, you know, kind of one thing led to another and ended up with a fortune with a long career at Toyota before moving to the retail side of the business. So, I’ve been fortunate during my life to be surrounded by really good people and leaders myself coaches over the years that I think have helped me grow. I think, you know, I always say I was given an opportunity in different situations to have exposure and experience. Exposure means, hey, you’re put in a position where you’re going to be in front of some people and you’re going to have to deliver. And experience means we’re going to get you involved in. We’re going to give you a different job. You’re going to take jobs you don’t know anything about and you’re going to figure it out. And that is that has benefited me. I think it it’s helped me get a broader perspective on the business and on people. And I always try to do the same thing for our team. I really value moving people around and especially in fostering talent because this isn’t a one, we have. We have 700 employees on this campus. We have about 1000 employees overall, and one person can’t manage that. You have to have a network of leaders at all levels that are aligned with the same principles and the same vision, and we’ve got to be able to deliver that every department at every level. We’re not perfect. You know, we continue to try to get better at it. But people have given me those experiences and I try to do the same as a leader. And you know, some people are like, you got to you’re going to move a service manager and make them a used car director. What you know, crazy, right? You know, hey, you know what? We did that and you know, I want I want this person to be a general manager. And (Larry Olsen: yeah, yeah.) The best way to become a general manager, to have a firm understanding of business and that is one part of the business is the whole business. So, we try to do some unique things like that to, you know, where we put confidence of people. And we know that they’re not going to be perfect at a job because they’ve got to learn it. But we try to surround them by good, good mentors and good experience people that are going to help you grow. So really put a value in that. And I personally, I’m most fulfilled when I see one of our team members grow and get promoted and get to the next level. That’s most important for me.
Larry Olsen [00:30:16] Yeah, well, I don’t know if you ever saw that Jerry Maguire movie. And there’s a classic line you had me at hello, and that’s kind of how I feel about you. I, my background is in culture, and I remember back in 95 Sterling McCall Toyota was trying to go after Longo, and I had the opportunity to be a part of their culture. And we got to number two, started out at number eight. But that was when I first heard about this company called Longo Toyota, and it’s taken up to 2021 now to kind of get in inside the head of one of the influencers and movers and shakers. And I’m so. I think proud is a big word and sometimes misunderstood, but I am definitely in your corner, and I want the consumers to understand what a remarkable human being you are to be able to say the first thing a leader needs to do is get over themselves. And that doesn’t mean they’re not amazing. And I have tremendous talent, but like you said, it’s not about them. It’s about how do we create an environment where our people can be successful and sitting here listening to you, I am in complete admiration and in alignment and also want you to know that when I started this new series I reached, I reached out to a lot of different, different dealerships and general managers and owners and have gotten kind of the one. We’re not really interested, you know, and it takes the high performers to be the ones that are willing to step up and do something that maybe they haven’t done before. Try something so that builds that experience and builds that understanding. And then when you run into a salesperson who’s a little trepidation, a little trepidation and unsure what they’re going to do, you can relate to your own experiences about being unsure about what you’re going to do. And if you never do that, you really can’t relate to people. You know, you can set up transactions and processes and procedures, but you’re really not connecting. And that’s really what the customer wants is they want someone to connect with them because sometimes it doesn’t even happen in their living room at home. And so, you have blessed us by being a part of this show and thank you for stepping up wasn’t easy for us, you know, to pull it off with your flights and everything else. But what would you like to leave the consumer with, out there who has a mindset of what it is to go in and buy a car? What would you say to them so that perhaps they could get a little bit of a fresh perspective, on it’s not a bad place to go into when you go into a dealership. And so anyway, what would you share with them?
Doug Eroh [00:33:22] I think, first of all, thank you for your comments, and I appreciate the opportunity to do this. We don’t do a lot of these types of things, but I appreciate you call me personally to get us thinking too. So, it’s good in that way. Appreciate that. Look, I think from a consumer perspective, it’s a great industry and there’s a lot of great retailers out there in the world and it’s, you know, dealers. Yeah. Is it always had the greatest reputation? No, it hasn’t. But I think by and large, the industry has really evolved. And I think that, you know, as a business, you know, you have a lot of successful entrepreneurs that really care about their customers and care about their communities. I think that the old way of doing business is really not welcome anymore. And it goes back to kind of what I said earlier. There’s too many other retailers in this world that make things easy, that we can’t make it hard. And if you make it hard, you’re not going to last. And I tell our team that every day, you know, we get run over by some, some new technology company or something else. But the dealers are the ones that are established in their communities. They support the Little League, they support the, you know, a lot of local philanthropic organizations. And I think that’s really good for a lot of cities and towns. And I think that’s something that, you know, some of these larger retailers don’t do or can’t do as far as being in the community. So, you know, I think. We’re grateful in our organizations that have a culture of integrity and trust. You know, there’s a lot of misinformation out there as a consumer. A lot of a blogs, I think by and large, you can trust your dealer, trust how you can trust our locations, your Longo. We’re here. We’re not here for this year. For this month. We’re here for the long term. We serve our 50 anniversary coming up in about six months. So, you know, that’s a that’s a long time and a lot has changed in those 55 years and a lot. There’s been lots of crises that we’ve all been through, and we’ve certainly seen our share recently. But ultimately, you know, the products have changed, the technology has changed, but really comes down to the person and able to have a trusted advisor, whether it be if you’re servicing your car, you’re buying one. And I think you can find that here and you can find that in a lot of places so (Larry Olsen: beautiful) that has not changed.
Larry Olsen [00:36:05] All right. Well, it’s been a pleasure, and I thank you for taking your time. You know, there’s a lot of habits to get developed and attitudes, beliefs, expectations that create that experience and the moments that you’ve shared with us and what you’ve done as an organization. Is very, very, very amazing to be able to be number one in the world going on 55 years. There’s a reason behind that and you’ve shared a little bit with us and I thank you for that. Any last comments before we, we wrap it up.
Doug Eroh [00:36:49] No, I appreciate the opportunity to be on here with you and talk a little bit about what we do with who we are and grateful for that. And I just wish you the best with your podcasts.
Larry Olsen [00:37:00] Thank you. Thank you. And I want to thank all of you who could be doing anything now. But you took the time to take a little listen, and I hope you take a time to drive over to Longo and get that next car. On behalf of The Mindset Playbook in our new series of The Great Automotive Experience, always remember, no matter where you are, you happen to be exactly where you need to be to make the changes in your life that are going to create that life that you’ve always dreamed of, but only found it to be a dream. So, now’s the time. Now you’re in the right place. And thank you for listening. Take care of everyone. Bye
Narrator: Thank you for listening. If you’ve enjoyed this episode, we ask that you please subscribe and share with your friends and associates. Join Larry and his next guest, Nida Leard, and learn how to discover and embrace your own genius. Nida’s brainchild, Genius Offers™, teaches companies how to be the best they can possibly be when they articulate who they are and why they do what they do.
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