"Professional catalyst" Toni Newman informed us that there are now 32 versions of Tide detergent available. That's right - thirty two. In today's marketplace, being better than your competition is a given, but to be truly successful a business needs to be different from the competition, and in that Tide has succeeded. They are offering to the consumer products that no other company is offering.  Toni stated, "If you're not at least getting better, close up shop and do something else".

To get to the top of the ladder (and Toni brings a bright red ladder to her seminars, frequently ascending and descending on it to illustrate her points), a business has to aim for HIGH SPEED TRANSFORMATIONAL CHANGE, vs. simply "tweeking" their products/services/operations.

As she climbs to the top of the ladder, Toni states, "Teach yourself to see what others don't see, and you will know what others do not know".

Wow - my next thought question to Toni was "But how do you do that?" She proceeded to show us how.....