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One of Brandon Steiner’s favorite sayings is “if you want more money, don’t pay attention to the money.  Pay attention to the thing that makes the money.”  Mr. Steiner has become the master of “what else…?” and just released a new book titled “You Gotta Have Balls.”

Brandon runs a successful sports memorabilia business.  He made a deal to buy the entire contents of the Old Yankee Stadium for $11.5 million.  He felt every sign, locker, poles, seats, dirt and grass all had a meaning and a memory in people’s lives.  He respectively and delicately preserved every piece.  His sports marketing business is a very remarkable and successful entrepreneurial venture.

He decided to focus on relationships and not transactions.  His attitude of customer service stems from his focus on “doing as much as you can, for as many people as you can, as often as you can, without expecting anything in return.  You should never expect getting something back from someone you’re giving something to.”

“What else could you be doing for your customer?”

Exceptional customer service is sorely lacking in many businesses today.  Great customer service is the true “what else” and is the difference maker between average businesses and extra-ordinary businesses.  Today’s consumers have many choices–where to shop, where to eat, where to get an education, etc.  The “what else” in providing great customer service is the “what’s different” and what fosters some businesses and organizations to become great while many of their competitors are left behind wondering why they weren’t successful.


Live long and prosper.

Captain's Log


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