Meet Bruce La Fetra
My passion is rooted in teenaged experiences gained from my afternoon newspaper route. Serving a circular neighborhood a mile from my home provided opportunities to see and talk with my customers each day. I learned how seemingly simple actions often deliver outsized results.
I’ve learned a lot in the ensuing years. Three lessons stand out:
- Our full impact often extends well beyond the task for which we were hired.
- Centering a firm’s marketing and business development around this broad impact leads to shorter sales cycles, higher profits, and even more of your best clients.
- The surest path to lasting change combines research and personal experience. Done well, this leads to a virtuous cycle that cements long-term improvement.
Wisdom is the result of experience
Relationships create lasting impressions. My daily interactions delivering newspapers as a teen cemented relationships that remained memorable decades later (and earned me a lot of tips at the time). Over the years, my relatives were asked many times if they were related to “Bruce La Fetra, our old paperboy?” The most recent encounter was nearly 30 years after I left the newspaper delivery business.
The biggest impact isn’t always what we think. Early in my professional career, I got to build channel and developer programs for several market-leading companies. I learned that intent doesn’t equal action, and companies partner (or refer you) for their benefit, not yours. Once you recognize their self-interest, building successful programs becomes a lot easier. I also learned people buy results, not process. This is why being “different” is a red herring.
If you want to drive real change, alter perspectives. Instead of talking to a few customers to validate a one-size-fits-all solution, I start by going deep with a firm’s best clients to uncover the real and often unstated reasons they select that firm over other options. What results is a firm-wide focus on being a better choice rather than basking in self-perceived “differentness.”
I haven’t always been a consultant. Although many of my classmates signed on with McKinsey, Bain, and other A-list consulting firms, I set my roots in industry. I know how hard it is thinking and acting strategically while holding down a “day job” managing tactical priorities. Successfully changing behavior means changing thinking, and if I can make it “your idea,” change will come much faster. I’m ok with that. You can check out my full background on LinkedIn.
I’m well aware that firms have lots of options when it comes to growing their business. When I must choose, I pursue function over form. 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 your agenda is my agenda. The focus stays on the big picture of your overall business, not just your marketing activities.