Do you know how to discover what your customers really want? Can you alter customer expectations in your favor? How do you control buying decisions? The answer to all these questions is The Alpha Factor.

Wes Ball is the president and founder of The Ball Group, and author of The Alpha Factor - a revolutionary new look at what creates market dominance and selfsustaining success. Wes has more than 25 years experience in strategic innovation and marketing research, working in strategic marketing for two Alpha companies that dominated their industries and as a strategic innovation consultant/facilitator.

It took Wes 15 years of in-depth, forward-thinking research with over 100,000 interviews and customer observations plus testing with more than 75 companies to discover and prove the key factor - the Alpha Factor - that can turn any company from a competitor into a market leader.

When applied, the insights learned as a result of Wes' exhaustive research

Helped the U.S. Savings Bonds program of The U.S. Department of the Treasury turn around more than a decade of decline, More than doubled per store sales for Subway Sandwiches and Salads' retailers, Created dramatic, sustainable growth for a broad range of other companies, many of whom had not grown significantly in more than a decade. And that growth was created without discounting and often without expensive new product development.

Wes is a dynamic, high-energy, experienced trainer and speaker. With plenty of case studies and lots of easy-to-understand examples, he shares ALPHA lessons to help any business:

Become the leader of its category Innovate to drive higher customer expectations. Reduce the need for discounting while increasing profitability Create loyal customers willing to pay higher prices for products or services Drive sustainable new growth

Branding, Change, Innovation, Management, Marketing, Profitability, Strategic Planning, Authors, Visionary, Competitive Strategy, Business, Business Visionary, Peak Performance, Performance Measurement, Strategy Implementation, Leadership,