Extended Workshop: Business Strategy, Planning & Entrepreneurship

How do you move from running a busy business to building a better one? In this classroom workshop, I break down strategic thinking for entrepreneurs and new consultants: choosing customers, differentiating your offer, and turning those decisions into a practical business plan. We work through examples including a bowling alley, chocolate shop, surfboard business, shoes, Snap-on tools, and Arm & Hammer. The session closes with a conversation with Julio about entrepreneurship, AI search, digital visibility, and adapting a business as technology changes. You will learn how to: • Distinguish reactive, tactical, and strategic decisions. • Choose a target customer and use market segmentation. • Compete on customer value instead of price alone. • Connect product features to the benefits customers actually want. • Write a coherent business plan that guides real decisions. This session complements the Introduction to Consulting course and is designed for entrepreneurs, business students, and consultants learning to create value for clients. CHAPTERS 00:00 The Dr. Claude Kershner Show 00:20 Welcome and the strategic thinking mindset 06:50 Working on your business 16:11 Reactive, tactical, and strategic decisions 22:26 Product strategy: bowling, chocolate, and surfboards 37:12 Choosing your target customers 39:16 Market segmentation in practice 57:57 Escaping the commodity trap 1:03:43 Differentiation beyond price 1:16:37 Making service value tangible 1:19:08 The four levels of your offering 1:25:28 Customer benefits versus product features 1:31:35 Snap-on: competing through service 1:36:42 Finding new uses and positioning 1:38:17 Why planning matters 1:45:03 Build a plan you understand 1:47:15 The complete business plan outline 1:57:17 Interview with Julio: marketing and AI 2:00:41 AI search and changing customer behavior 2:02:58 Recognizing entrepreneurial opportunities 2:06:53 Specificity and digital visibility 2:14:02 Planning when technology keeps changing 2:19:32 Practical AI workflows and closing thoughts CONTINUE LEARNING Introduction to Consulting: How to Work With Entrepreneurs and Create Real Value Consulting 01: Fundamentals & Creating Val... Business Models Explained for New Consultants | First Client Meetings Consulting 02: Business Models & First Cli... Visit The Dr. Claude Kershner Show: https://www.thedrclaudekershnershow.com What is one strategic decision you need to make in your business? Share it in the comments, and subscribe for more conversations about leadership, entrepreneurship, and creating real value. #StrategicThinking #BusinessPlanning #Entrepreneurship