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Event Details

    Forging Values - Transforming Companies from Good to Great

    Date: January 8, 2015, 3:30pm – 5:00pm
    AvMed Conference Room - 4300 NW 89th Blvd., Gainesville, FL
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    Why values matter.

    Learning objectives:

       - The 17 most common values shared across Fortune 500 companies.

       - How to choose 3 fundamental (common) values.

       - The difference between Fundamental Values and Differentiating Values.

       - How to choose 3 differentiating values.

       - Recommendations on how to put values into practice.

    About the Speaker

    Robert Ferguson

    As a speaker, researcher and writer, Robert Ferguson uses values to help business leaders provide strategic direction and build a successful brand. Over his 20-year career as a strategic marketer, Robert has worked with large clients, including, Sprint, Nortel, FedEx, Roche pharmaceuticals, Liberty Health and many smaller companies.

    He has witnessed first hand both success and failure in brand building, and experienced how values can create competitive advantage. The secret lies in developing differentiating values that are unique, relevant, and sustainable.

    Most recently, Robert completed an extensive analysis of values across all Fortune 500 companies, discovering 17 common values. Today he will be sharing with us details from his research and explain how to identify differentiating values. You can follow Robert online at