"Most leadership teams are still competing in the wrong economy: spending more and more to acquire new customers while quietly losing the ones they already earned."
He believes the issue is rarely lack of effort. It's lack of clarity and alignment around what drives customer retention day to day.
Ed positions this as an "installable operating system" that transforms existing customers into profitable growth channels. Pitch: "Multiply sales and profits without spending another dollar on customer acquisition."
Lifelong Customer Retention Assessment — 12 questions, ~5 minutes. Produces a WOOO Score (0-100) with tier classification, phase-specific scores, industry benchmarking, and one prescribed next step. Ed says it's "fire" and uses it with all clients. Free, no sales obligation. He asked Brad to take it for "C-Store Experts."
The exact three areas Ed asked to explore, with suggested frameworks for your response.
Ed wants honest feedback on positioning, the assessment tool, and the business model.
Lead with genuine alignment. You live this at OA. Your retention is strong because you built systems around client success, not just acquisition.
What resonates:
Constructive observations:
Questions to ask:
Your wheelhouse. Ed has the IP and methodology. He needs the operational backbone to scale.
Start with the diagnostic: "What are you personally doing right now that someone else could do at 80% of your quality?"
Ed said "I'd love to collaborate with you with a cool brand." He's looking for partnership, not just advice.
OA serves 500+ clients across 85 industries. Many are growing and losing customers without knowing why. Ed's retention system layered on OA's operational support. Brad refers retention needs, Ed refers operational needs.
Brad on outsourcing/automation/AI, Ed on retention. "Scale Without Sacrifice" meets "Stop Chasing Strangers." Combined keynote at EO, YPO, or industry conferences.
Ed guests on "Automate & Delegate" podcast. Brad guests on "The Wonder of WOOO." Each gets exposure to the other's audience.
"The Retention + Delegation Playbook" — co-authored guide. Or a webinar series: "Keep More Customers, Do Less Work."
Brad's network (22 EO chapters, 2,000 members + YPO Atlanta) full of business owners who need what Ed offers. Warm intros both ways.
Ed runs retention assessment. Recommendations require people power to implement. OA provides the people. Packaged offering: "Retention System + Dedicated VA to implement it."
The Big Opportunity: Ed has deep IP but appears early-stage in operationalizing the business itself. He spent 30 years learning retention at enterprise scale. Now he's building a company around it and needs exactly what you preach... systems, delegation, and automation. You're not just a potential partner. You're a potential client success story for your own framework.
Walks prospects through the value prop: the problem (rising acquisition costs, silent attrition), the WOOO framework, four engines, client logos (Walmart, Chick-fil-A, United, 7-Eleven), testimonials, and assessment as entry point. $650M figure prominently featured. Ed walks through this on Zoom or in-person to set up the assessment.
Their "menu board" showing full product/service lineup. Engagement tiers, pricing structure, what's included at each level (assessment only vs. full system install vs. ongoing optimization), timelines, and deliverables per tier. Likely a clean 1-2 page visual layout.
Thought leadership making the case for retention as the highest-ROI growth lever. Covers the economics (222% acquisition cost rise, 5% retention = 25-95% profit boost from Bain/HBR), case studies, WOOO in depth, and the C-suite argument. Probably 15-25 pages with data viz.