How to Create Competitive Advantage and Company Value Through Customer Capital

Course Description:

This class will show you how to rethink your company from your customers’ perspective. We will examine ideal customer profiles, and you will develop one for your company. We will examine each of your company’s value-levers and functions through a customer-lens, challenging your current service philosophies, KPI’s and goals in each. Your driving objective is to create a company that the best customers in your market will choose as their “mechanic of choice”, refer to their friends, and keep coming back to year after year.


Michael Herzberg Smith will share his 37 years experience in Strategy, Culture and

Human Empowerment. His background includes practice leadership in some of the

world’s largest consulting firms, global senior executive and strategist, and small business

entrepreneur (start-ups through successful liquidity/exit). His education includes a BA

from UC Berkeley, an Executive MBA from the University of Washington, and leadership

training at Harvard.

Michael is founder and managing partner of Herzberg Smith & Co, a fast-growing

advisory, executive mentoring and training firm, focused on multiplying owner value in

privately-held companies.

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