About Bruce La Fetra
About Bruce La Fetra
My passion for what I do is rooted in the teen-aged experiences gained from my afternoon newspaper route. Serving a circular neighborhood (Sand Hill Circle in Menlo Park) provided opportunities to see and talk with my customers each day.
Relationships matter. My daily interactions cemented relationships that remain memorable decades later (and earned me a lot of tips at the time). Over the years, my relatives have been asked a dozen times if they’re related to “Bruce La Fetra, our old paperboy?” The most recent encounter was nearly 30 years after I left the newspaper delivery business.
Similar experiences over the years with sales reps, channel partners, engineers, and various types of professionals taught me the ability to see other perspectives opens all kinds of doors. This led eventually to my Strategic Marketing 3.0 approach. My work results in businesses that generate higher revenue and profits while becoming more resilient to market ups and downs. I firmly believe any firm can become greater than it is.
I haven’t always been a consultant, although my educational credentials are identical to many high-fliers at big consulting firms. Unlike many of them, I’ve worked in industry, so I know how hard it is thinking and acting strategically while holding down a “day job” managing tactical priorities. Prior to shifting my focus to helping other firms, I served in key marketing, channel and business development roles spanning software, hardware, service programs, and professional and financial services for firms that were first or second in their markets. I then spent eight years as Business Strategist for Rubicon Consulting. (You can check out my background on LinkedIn or my backgrounder.)
I’m well aware that firms have lots of options when it comes to marketing. My clients choose to work with me rather than an agency or another consultant because I’m an advisor rather than a vendor. I’m tactic and technology agnostic, so the client’s agenda is my agenda. The focus stays on the big picture of their overall business, not just their marketing activities.
- BA, (Economics, Cum Laude), Claremont McKenna College
- MBA, Amos Tuck School of Business, Dartmouth College
Both consistently rank in the Top 10 in US News and other rankings.
- Essential Facilitation, Interaction Associates
- Certified Document Imaging Architect (CDIA), Computer Technology Industry Association. [Full disclosure: I didn’t earn my CDIA the normal way. I had a leadership role in scoping, planning, defining, and writing the first exam.]
Writing & Speaking
My thinking is featured in print articles in The Pricing Advisor, Pragmatic Marketing Magazine, and Soft-Letter, and online at MarketingProfs, Sandhill.com and Sales & Marketing Management. A list of articles can be found HERE.
I am regularly asked to share my perspective as a speaker for a variety of groups and associations. Explore some of my presentations at the HERE.
Outside of my consulting work, I give back to the community I live in by contributing time and expertise as a pro bono consultant and project manager for the Taproot Foundation, volunteering as a team leader with Rebuilding Together Silicon Valley, founding a program for blind Veterans at the Military Vehicle Technology Foundation, and serving in leadership roles with the Northwest YMCA and St. Jude’s Episcopal Church where I manage the church’s 50-tree apricot orchard.
Read more about my work with La Fetra Consulting.