Roy Osing (BeDifferentOrBeDead.com) — The “Only Statement” Guy Who Took a Startup to $1B+
Roy Osing is an entrepreneur, author, and performance-first leader behind BeDifferentOrBeDead.com. In this Clicks & Bricks episode, Roy breaks down how he helped grow a startup internet company to a billion dollars in annual sales—not by following “textbook” playbooks, but by building a culture that embraced uncertainty, moved fast, and executed relentlessly (even inside a monopoly telephone company with major internal roadblocks).
Roy matters because he doesn’t preach hype—he preaches differentiation that customers actually care about. His core belief is blunt: “best,” “number one,” and generic brand promises are meaningless. The market rewards companies that can clearly answer one question: Why should I do business with you instead of your competitor? His answer is the same every time: become the only one who does what you do in a way customers crave.
Key Takeaways from the Episode:
Differentiation isn’t a slogan—it’s what you do special for someone else that they actually care about.
Performance isn’t about the plan; it’s about execution (especially with imperfect ideas).
Build strategy by answering: How big do you want to be? Who will you serve? How will you win?
Stop chasing “g-whiz” tactics (AI, tech, trends) without strategic context driving them.
Create loyalty by building “barriers to customer exit” through ongoing innovation and human connection.
Memorable Quote:
“Put the bloody textbook down, dude.”