A conversation with Edmonds’ own Carol Sanford, next week’s 425 Launch speaker

Carol Sanford
Carol Sanford

Edmonds-based business consultant and author Carol Sanford will speak about “Growing Your Business in the Age of Virtual AND Physical Customers and Competitors” at the next meeting of 425 Launch, sponsored by the Edmonds Chamber of Commerce Economic Development Committee, on Thursday, Nov. 21. We had an opportunity catch up with Sanford on the road, via email, to find out what those attending next week’s seminar can look forward to:

What are the key messages you will present?
For this session I will focus on identifying smart steps to deal simultaneously with customers you don’t see and customers you do see – and be effective at both:

– How to use a business’ uniqueness and distinctiveness to grow THEIR business, plus how to accelerate growth by Place-Sourced Community Identity;

– How to position the business distinctively in a sea of sameness, whether local or online alternatives.

– And, how to use Community Identity to attract attention in local promotion, web promotion and social media.

Then, discover how much more powerful you will be in growing your business when you are hooking your brand to a community brand that pulls people to the area, both for local events and as a unique regional place. Key questions that will be addressed are: What has changed in regard to growing a business and what is the same as always? What can you use that will still work? What do you have to learn to do, hire others to do for you? And how do you know when to let it go and use what you’ve got.

Why do you think this type of information is important for entrepreneurs?
In the era of digital buying, it is important to avoid being the showroom for online retailers. Also to have an integrated connection both on and off line but in a way it can be manageable and differentiate you. Using online to bring people to your local business.

Business/personal background?
I’m an Edmonds resident who has four decades of experience working with large and small companies throughout the U.S. and around the world:

– Author of the multi-award winning book, “The Responsible Business.”

– Keynotes for business events, helping businesses be more effective and more responsible, including Google and DuPont,

– Works with communities to build more sustainable neighborhoods and cities, including Province of British Columbia and Finger Lakes NY Regional Planning.

– Founder of the Responsible Entrepreneur Institute: Visit www.ResponsibleTrep.com

– Ranked in Top 100 Thought Leaders in Trustworthy Business Behavior for last three years

Anything else you’d like readers to know?
I love Edmonds and buy local — because it is the right thing to do and we have the best businesses and owners in the region

The goal of the Chamber’s 425 Launch series, founded in 2010, is to foster and strengthen entrepreneurship in Edmonds.

The meeting, which is free and open to the public, will run from 5:30-7 p.m. in the Brackett Room, 3rd floor of City Hall, 121 5th Ave. N.

Sanford encourages those attending the 425 Launch presentation to bring their computers “for wireless interaction.”

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