How challenger brands can take on larger competitors, with John Gumas.

Episode 92

podcast photo thumbnail



John Gumas is a veteran of the advertising and interactive marketing industry. John founded GUMAS in 1984. Today, the award-winning firm is consistently named as one of the top branding and interactive marketing firms by the San Francisco Business Times.

John is recognized as one of the country’s foremost authorities on challenger brand marketing. He is the author of the popular book “Marketing Smart”, which describes how challenger brands can effectively develop marketing strategies to take on their larger competitors. John is an adjunct professor of branding, advertising and interactive marketing, a sought-after speaker and a regular columnist for several publications and blogs.

John was recently inducted into the San Francisco State University Hall of Fame, recognized for his community service and leadership by the U.S. Senate, the San Francisco Giants, and was selected as the Man of the Year by The Elios Society.

Click to tweet: John Gumas shares his outstanding experience and insights on Onward Nation!


Subscribe to Onward Nation!

rsz_itunes-button-300x109     stitcher

Secret – timesaving technique

John sets one goal a day – accomplishing the daily keeps him positive and moving forward. ONWARD!

Daily habit that contributes to success

Engage with your key employees – John keeps his team motivated.

Could have ruined your business – but now – an invaluable learning experience

John had to make tough employment decisions – and John tells the whole story here.

Most critical skill you think business owners need to master to be successful

“Create the right company culture – your employees need to be proud to come to work each day.”

Most influential lesson learned from a mentor

“Don’t get burnt out – delegate what you don’t like to do.”


Final Round – “Breaking Down the Recipe for Success”


What systems would you go back and put into place sooner?

I would have had a realistic business plan – stay focused on realistic goals.

What one strategy or “recipe” would compound into big wins for business owners?

Have a perfect elevator pitch – you can’t be everything to everyone.

How to exceed expectations and add the most value?

An individual would have a good heart – they need to be caring individuals.

What strategy would you recommend new business owners focus on to best ensure success?

  1. Think like a challenger brand – focus on what makes you unique
  2. Create a concise, compelling message – and make sure everyone in the company knows it
  3. Love what you do – make your job not feel like work

How best to connect with John:


Fill Your Sales Pipeline Q&A

LIVE Wednesdays at 1:00 pm Eastern / 12 Noon Central

Sell with Authority Podcast

The Sell with Authority Podcast is for agency owners, business coaches, and strategic consultants who are looking to grow a thriving, profitable business that can weather the constant change that seems to be our world’s reality.

Follow Us