The Power of Differentiation and Audacious Leadership with Roy Osing

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Are you ready to challenge the status quo and dare to be different in business?  Gary Pageau of the Dead Pixels Society sits down with Roy Osing, a seasoned entrepreneur who’s trailblazed his way through the Canadian telecom industry, establishing a multi-billion dollar company from scratch over the span of 40 years. Osing’s mantra – “be different or be dead” – has been the backbone of his audacious journey, driving him to constantly innovate, creating ripples of value for his customers, and making a name for himself in an aggressively competitive market.

Osing dissects the magic of differentiation through customer experiences. It’s not just about selling products, but about offering an experience that customers can’t resist while ensuring that you’re the only game in town offering it. This discussion is peppered with personal encounters of working with small companies, outlining the significance of differentiation, and the power of prioritizing the customer experience above all else.But it wasn’t just about differentiation through customer experiences. Osing also sheds light on the world of audacious leadership and its role in shaping business strategy. He shared his experience of helping a boat-selling company craft a unique statement that was centered on the desires of their customers. The conversation touched upon the concept of leadership by serving and how this seemingly simple idea can pave the way to success in business.

In a world where competition is fierce, standing out in business is critical. Roy emphasized the need to break out of traditional thinking and create a new box in order to truly differentiate oneself. It’s about being audacious, being courageous, bold, and astonishing.

Audacious leadership isn’t just about creating new boxes, but about keeping it simple, enduring pain, and having an advocacy army. Ose’s leadership approach advocates for creating new boxes that resonate with the cravings of the target market. It’s about providing an experience that appeals to the right side of the brain to create a passionate and loyal customer base.

Understanding and catering to the cravings of your target market, rather than just trying to be different for the sake of it, is vital for business success. Roy shared examples of contrarian entrepreneurs who have found success by disrupting traditional industries and catering to a specific segment of the population.

For more information about Osing’s work and to join in the conversation, visit