Overcoming Barriers and Future-Proofing Companies for Growth

October 11, 2021

The Virtual CMO Podcast

The Virtual CMO Podcast

Season 6, Episode 18

Hosted By: Eric Dickmann
With Guest: Terry Dry

Our Featured Guest

Terry Dry

Founder & CEO - Future Proof Advisors

In episode 99, host Eric Dickmann interviews Terry Dry. Terry is a consumer behavior expert, future-facing marketer, entrepreneur, business coach, Founder and CEO of Future Proof Advisors. He has over 25 years of experience in leading marketing teams, transcending growth-inhibiting barriers, and developing unique and sustainable business strategies that helps companies grow. Terry prides himself on practicing what he preaches. Not only does he advise existing companies, but he also creates his own. Most recently, Terry co-founded RSVD, a SaaS business that provides digital capacity management solutions and smart queuing tech for the retail, food, and hospitality industries. He also co-founded Fanscape, one of the first-ever social media marketing agencies, which grew from an initial $10K investment to an eight-figure acquisition by Omnicom.

As a member of the Board of Advisors at Loyola Marymount University and a mentor to MBA Students at his alma mater, USC’s Marshall School of Business, Terry sees his mission to foster the development of tomorrow’s leaders. Furthermore, he focuses on giving back to his local community through charitable activities with several homeless and environmental organizations.

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"We transform middle-market and emerging companies into future companies of tomorrow "

Future Proof Advisors is a team of pragmatic visionaries led by Terry Dry and Greg Boles. The team has the ability to see the current opportunities as well as serve as futurists who anticipate upcoming trends, then translate that information into practical applications that are designed to deliver exponential returns for the now, while also providing the roadmap to be well-positioned for the future.

Serving as an outsourced board of directors, the  group provides wisdom, expertise, guidance, direction, connections and more to accelerate companies towards faster better outcomes. With their seasoned experience and fresh perspective in marketing and business strategy, Future Proof Advisors promises their clients with growth, increased revenue, profitability, and a higher enterprise value.

The team has worked with Johnson & Johnson, Sony, AT&T, Unilever, and Microsoft.

Terry Dry

Change is inevitable. Struggle is optional."

What We Discussed with Terry

On this episode, host Eric Dickmann interviews Terry Dry about overcoming barriers and future-proofing companies for growth . Here are some highlights of our conversation:

  • [00:10:44] Why is it hard for some businesses to adapt to changes?- If there is anything that the pandemic has shown us, change is inevitable, but the struggle is optional. Businesses are often uneasy with implementing new strategies or changing their processes. 
  • [00:12:47] What is a difficult challenge that small businesses encounter?- Getting them to try something they haven't tried before is usually the big challenge. 
  • [00:15:18] Businesses should start listening more to their customers-  Performance metrics shouldn't be solely based on data but on the volume of customer concerns that the business addresses. 
  • [00:22:53] Are companies doing enough to empower their employees?-Terry believes employees should feel more empowered by their business leaders.  Everybody should be clear on the end goal and have some sort of self-governed accountability.
  • [00:26:15] Identifying your company's blind spot and working on it- Businesses need to sort of see the world from the customer's perspective because they can get trapped in their own companies and own ways of doing things that they oftentimes miss problems that are readily apparent to anybody on the outside. It is crucial to regularly gather feedback and implement the necessary measures to improve customer experience. 

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Eric Dickmann

About the author

Eric Dickmann is the Founder / CMO of The Five Echelon Group, host of the weekly podcast "The Virtual CMO" and YouTube series "Work-Life" and a fractional CMO for a variety of small and midsize companies. An executive leader with over 30 years of experience in marketing, product development, and digital transformation, he has worked with large, global companies and small startups to develop and execute marketing strategies to bring innovative products to the market.