Oct. 5, 2026

Rhonda Page - Differentiation Consultant, Business Insights Specialist, fndr of Know Your Difference

Show Notes
Transcript

Rhonda Page - Differentiation Consultant, Business Insights Specialist & founder of Know Your Difference - interviews key business stakeholders to provide information that leaders miss.

She finds marketing, strategy, sales and other issues, and as a result enables real growth.

Early in her career, Rhonda was asked to interview the board members of a client and report her insights. 25 years later she is an expert at gathering intelligence and providing insight and strategy to business leaders.

Winning Business Radio is broadcast live Mondays at 4PM ET and Music on W4CY Radio (www.w4cy.com) part of Talk 4 Radio (www.talk4radio.com) on the Talk 4 Media Network (www.talk4media.com). Winning Business Radio is viewed on Talk 4 TV (www.talk4tv.com).

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Churchill said, those who fail to learn from history are

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condemned to repeat it. Kevin Hallinan believes that certainly applies

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to business. Welcome to Winning Business Radio here at W4CY Radio.

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That's W4CY. com. And now, your host, Kevin Hallinan.

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Good afternoon, everyone, and thanks for joining in again today.

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I am Kevin Hallinan. Welcome back to Winning Business TV

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and Radio on W4CY. com. We're streaming live on Talk4TV. com. In addition,

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we're streaming live on Facebook, and that's at Winning Business Radio.

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And of course, we're available after the show in podcast

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form on YouTube, iHeartRadio, Spotify, Apple, pretty much wherever you

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like to listen to your favorite podcasts. The mission of

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Winning Business Radio and TV, as regular viewers and listeners know,

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is to offer insights and advice to help people avoid

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the mistakes of others, to learn best practices, the how-tos,

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the what-tos, the what-not-tos, and to be challenged and hopefully

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inspired by the successes of others. Those are consultants, coaches, advisors, authors, founders, owners,

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and entrepreneurs, people with expertise. But you know, virtually every

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successful person that I've ever had a chance to talk

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to has had some form of failure in their lives

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and careers. We all make mistakes, right? We all have

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stuff that happens. So while we all have to get

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our knees skinned once in a while, I always say

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I'm driven to keep those scrapes from needing major surgery.

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Let's endeavor to learn from history so we don't repeat it.

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I've spent the better part of my career equipping businesses

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to grow from solopreneurs to small and medium-sized companies all

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the way up to the Fortune 50s. And I've seen

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a lot of those companies win and to varying degrees,

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I've seen some of them fail. I've had the opportunity

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to rub elbows with some of the highest performing people

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around and with some who probably should have found other professions.

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And in my own businesses, I've had lots of success,

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but some failures too. So I like to think I've

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learned a lot from those experiences. So you'll probably hear

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a little bit from me, but primarily I want you

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to hear from my guests. And today is no exception.

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My guest is Rhonda Page. She is a differentiation consultant.

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business insights specialist, and founder of Know Your Difference. Here's

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her bio. When you know something is off in your business,

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but you're not sure what it is, Rhonda Page interviews

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your key stakeholders and gives you information about your business

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that you would normally not find out. She can help

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figure out why the money you're spending on marketing isn't

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driving sales, why your sales team isn't performing as expected,

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why you're competing on price, why the agency you hired

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isn't delivering, or the messages aren't landing with your target audience.

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Early in her career, while working on the rebrand of

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a pension fund, Rhonda was asked to interview the board

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members and report her insights. This led to 25 years

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of gathering intelligence and providing insight and strategy to business leaders.

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She sees the things that others miss. She's worked with

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all types of companies, B2B and B2C, global, large, and small,

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to uncover competitive advantages and missed opportunities. Her target is

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to make sure every dollar spent connects to increasing sales

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and growing revenue. She studied graphic design at Parsons School

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of Design in New York and then worked at top

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branding agencies around the world. She's been mentored by the

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creator of the Home Depot brand and Mike's Hard Lemonade.

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That's pretty cool. When interviewing for a position as a

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brand strategist in 2007, the Berkman personality test reveals that

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she's an off-the-charts clarifier and problem solver. She gave herself

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the Twitter name Clarity Girl, I like it, and went

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on to provide clarity to hundreds of business owners around

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the world. She lives in Toronto, Canada and has two sons. Rhonda,

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welcome to Winning Business TV and Radio and thank you

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for being here.

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Hi, thank you.

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So glad you're here. Before we get started, I'd like

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to ask a little bit about background. We'll start with

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your two sons. Tell us just a brief thumbnail of

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your sons.

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I have two sons. They're both gainfully employed and living

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on their own.

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Nice.

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What do they do?

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So that's a huge accomplishment.

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Yes, for sure.

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It takes a lot of hard work to get there,

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but I did it.

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What do they do?

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One is an influencer on Instagram. Very cool. And the

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other one is involved in commercial real estate.

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Fantastic. So where did you grow up and what was

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it like to grow up there?

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I grew up in Toronto, Canada. I thought it was

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very boring.

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No kidding.

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But when I look back now, Toronto's become like a

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big international city now. And when I look back, I

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think it was so great when I was growing up.

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It was safe. We went out the door in the

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morning and nobody heard from us. We showed up for

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dinner and nobody was worried. Nobody cared. Same.

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Same. I grew up in a little suburb of Boston.

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It was a really nice.

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Place to grow up.

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Yeah, that's great.

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It's pretty big and busy now.

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Yeah, I've been there many times. That's a trip I enjoy.

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What were your early interests?

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Art, always.

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Always, huh?

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I was like a mad scientist artist. I had an

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art corner in my basement, and they couldn't get me

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out of there. Kids would knock on the door and say,

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do you want to come out and play? And I'd

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be like, no, I'm doing my arts and crafts. And

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then that led me to, I ended up in art college.

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Yeah. Yeah, that was my next question. You answered half

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of it. Why design or art school, and why Parsons?

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It just seemed really glamorous. I asked my parents, and

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it was unusual for a Canadian to go to school

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in the U.S. back then. And I asked my parents,

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and they said, well, why don't you try? Why don't

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you apply, and then we'll see. So I applied. I

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don't know if they thought.

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I got in. You called a bluff.

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I got in. And they decided, well, you got to

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go if you got in.

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That's awesome. And you have two bachelor's degrees, is that right?

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Yeah, in design and communications.

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And what motivated the second? Was design the first? Sounded

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like it. What motivated the second? Yeah.

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Well, I was more, I got, I was very interested

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in graphic design and that's how I started out. And

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then I was very interested in the strategy, like the

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business strategy as it relates to graphic design. So that's

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when I started getting more into the business side of things.

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And understanding people better.

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Yeah.

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If you can understand people, I mean, at.

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Least, at least normal predictive behavior, not the outliers. Um,

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Although sometimes I think I'm an outlier. You probably are, too,

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in some ways.

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Totally.

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Talk a bit about your career journey. It appears that

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your first career-related position, and I'm probably going to get

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these names wrong, was Ove or Ove Design.

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Ove Design in Toronto. Before that, I worked at, so

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I went through art college.

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Right.

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And I ended up at a design firm called Gottschalk

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& Ash International. in Toronto. And that was an international,

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they had a Swiss, an office in Switzerland and Toronto.

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And they were, they were the creators of some really big,

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serious brands, some really like well-known Canadian, Canadian brands. And

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I was mentored by, that was sort of my first,

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my first experience. And I got mentored on those, got

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to work on those really big.

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Projects and, A lot of fun for somebody young, right?

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Totally. And then I went on to Ove Design after

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that and also worked on very corporate, a lot of

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banking-type work and corporate. And then after that, I ended

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up at Dossier Creative in Vancouver, and they were more

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consumer-type brands. Brand creation, that's where I learned from the

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person who created Mike's Hard Lemonade.

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You moved way out to Vancouver. How was that?

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I was actually in Toronto and going back and forth.

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Oh, okay.

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And it was, I mean, it was in 2007. So

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remote work was just like we were, we had Skype

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meetings once a week.

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Yeah.

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But it wasn't like remote work was not a thing. Yeah.

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You're on the phone. If you were, you were on

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the phone all the time.

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Yeah.

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Yeah.

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Yeah. And they would always tell me the time changed.

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They would see that I was still working at like

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8 o'clock, like 5 their time, and they'd say, stop working.

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Did you have family yet?

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Yeah.

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You did?

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Okay.

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I had my kids quite a long time before that.

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Yeah.

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Okay. So I was doing the mom thing, trying to

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do it all. Trying.

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But you had, it sounded like a passion. I mean,

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you're probably not working at 8 o'clock if you didn't

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enjoy it.

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Yeah, I loved it.

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Yeah.

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Really loved it.

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What was a key lesson learned? I'm big on asking

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this question. I'll ask it a few times. With being

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mentored by some either person or people that have had

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that kind of experience, what was that like for you?

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I mean, it was a great, great experience being mentored

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by those people and just the level of creativity coming

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out of them. was awesome. Like just the ideas and

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thinking really fast. They're fast thinkers and full of ideas,

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but really, but they also had a very strong business sense,

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which is unusual. Like there's a lot of very creative people.

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Yeah, I agree.

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Strong business sense.

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I agree. And vice versa.

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Yeah.

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Let's see. Next. Tell us about the, if you could,

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I know I'm scratching the gray matter here. What's a

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key takeaway from your time at OVE?

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I learned a lot about business. You know, I was

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mentored by the owner. I worked closely with him. I

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was bringing in a lot of business. And it was

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still early on in my career. And I wasn't quite

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sure what was a serious business to look at in

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terms of getting business. So I remember I dragged him

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around to a lot of meetings that ended up being

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a waste of time. And at one point he said,

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if it's a unit, I don't want to go there.

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He said, I want to go to office buildings downtown.

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Yeah, I like it. Did you get any, this is

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based upon what I do, I always ask this question

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if it comes up. Did you get any training or

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mentoring in business development or did you just kind of

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throw yourself into it?

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I was good at it. I didn't really want to

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do it because it didn't seem that glamorous. Like, design

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seemed like glamorous.

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Are you kidding?

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I'm just kidding. And they were like, well, you seem

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like you're good at business development. Like, I'd be like,

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I see an opportunity here. I see an opportunity there.

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And they'd all be like, you kind of seem like

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you'd be good at business development. And I was. I

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was really good at it.

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What do you think made you good at it?

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I'm just a natural people person. I love talking to people. Actually,

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this past weekend, I just visited my first grade teacher. Oh,

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that's so cool. We've been friends all these years, and

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I stay in touch with everyone.

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That's great. I wish I did. There are people that

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I've lost touch with, and I was just thinking about

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that the other day, as a matter of fact. um

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let's see tell us why and when like was there

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an aha moment when you decided to start your firm

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there's a story there i think right.

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Um yeah it was around it was i was working

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a dossier it was around 2010 2009 it was like

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around the time of the economic downturn yeah happened um

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And they, you know, they got into some trouble with,

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with some of the clients as everyone did. And so

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they decided to keep everybody at halftime. So to try

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and get through without having to cut any of the team,

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which was really, I thought that was really cool. But

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I was trying to figure out what to do with

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the other half of my time. Cause I wanted to work. I,

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you know, I was used to working and like it

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just didn't even occur to me to not work. So

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around the same time, people started coming to me saying,

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I need, you know, I have to get a new job.

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Help me. You know how to help me stand out.

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You know how to help me talk about what I do.

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You know how to help me get a message that'll work.

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And so I just started helping people for free. to

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help them get new jobs and, um, taught them how

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to get business and taught them how to do their resumes. And,

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and then I, I just came up with the name,

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know your difference. Cause I kept saying to people, you

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have to know how you're different, how you stand out,

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came up with the name, know your difference and trademarked it. And,

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and it just turned into a thing. And then I

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decided to just go full time with it. Eventually.

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How long was that overlap between the halftime job and, And.

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When you went full-time? It was probably about six months

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or so. I got busy pretty quickly. The word got out. Yeah,

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a lot of people wanted to work with me.

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And you were able to replace that other income. Yeah. Yeah.

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And that was... That was 2010.

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2010, yeah. So that's 2016. Yeah.

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Was it a difficult process getting started? Other than client development,

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it came in. Did you find any challenges there? in

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creating the business and starting the business?

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I was, well, I was spending a lot of time

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networking and speaking and getting myself out there and, but

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I enjoyed it. Like it just kind of came together nicely.

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All right. We're going to take, I've got lots of

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other questions. We're going to take a quick break. We'll

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just be back in about one minute. Everybody will be

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back with Rhonda page. Know your difference in about 60 seconds.

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You're listening to Winning Business Radio with Kevin Hallinan on

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And now back to Winning Business Radio with Kevin Hallinan,

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00:16:28.029 --> 00:16:32.210
presenting exciting topics and expert guests with one goal in mind,

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to help you succeed in business. Here once again is

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Kevin Hallinan.

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Welcome back. We're back with Rhonda Page, differentiation consultant, business

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insights specialist and founder of Know Your Difference. Um, You

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did a lot of networking. What kind of networking did

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you do and how did you make it pay off?

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Because it obviously did with all those clients asking to

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speak to you.

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It was crazy. I was out every night of the week.

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I remember like my, you know, I'd make dinner for

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my kids and then I'd go. And I remember my

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mother calling and the kids would say, she's had another

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networking event. And they'd say, how much networking can you do?

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But I was like, I don't know, I was on

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a mission. And then I started speaking and I started

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getting asked to speak at different things. Yeah, I mean,

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some of the networking events were like, it was very

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tiring because, you know, people are shoving business cards in

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your face and all that. But I managed to sort

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of make some good connections and meet the people that

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I wanted to meet.

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What's your best advice to someone who needs to network

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and is not really sure where to start or what

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to do when they get there?

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Don't like try to connect with people, like really connect

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and have a conversation. Not like there's so many people

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just panicking to sell and nobody likes that. So it's

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more like just, and, and you, you never know what

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you're going to connect about. Like, It may not be business.

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It may be something else. But it's just great to

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meet people and learn about them and not make it

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about you, make it about them.

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Yeah, you and I were connected by a third party,

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and we had a really good conversation. That's what led

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to this interview.

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Yeah.

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All right, so let's go back to your business, and

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00:18:38.009 --> 00:18:40.460
this is more about you than the business, but you've

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always had this passion What, ability to provide clarity, but

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you didn't know it was something special early on?

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Right. Yeah, when I was interviewing for the dossier job in,

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00:18:57.390 --> 00:18:59.430
it was like 2007, they put me through all this

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personality testing. Yeah. And everyone came out, oh, she's a

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very high clarifier. And so I didn't really know. Like,

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I just thought, oh, anybody could do that. I didn't

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know it was like a real talent. So then I

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00:19:15.109 --> 00:19:18.069
started really kind of amping it up and learning more

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about that and, you know, working on projects where I

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could offer that.

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00:19:26.150 --> 00:19:27.470
Who are your target clients?

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00:19:29.170 --> 00:19:29.490
Now? No.

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Yes.

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Now I'm mostly working with CEO types, business leaders, owner-operated

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companies that just want to know what's going on. One

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of the recent ones I worked on, he was spending $ 120, 000.

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a year on marketing and not seeing any return. And

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he was like, I cannot figure this out. I have

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this team in place. They're giving me these reports every month.

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I just don't get why we're not seeing results. So

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then I started looking at it. I looked at all

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the reports. I talked to the team, I interviewed their

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clients and then I came back and I, I was,

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I saw what was going on and I saw that

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they were marketing to the wrong audience. The, the, they

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were spending money on Facebook ads and things like that

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where their target was CEOs. And I said, CEOs are

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not on Facebook. They're not scrolling Facebook during the day. Um,

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And they were spending a lot of money on advertising.

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And then I saw that there was a lot of

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traffic coming to the site, probably from the advertising, but

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they weren't staying at all. There was no message to

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keep them there. So then after talking to their clients,

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I knew what the message should be. And then we

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redid everything. And then it worked.

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Were they using an agency?

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They were using different agencies on and off. And I also...

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that don't use that agency.

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That's why I went there.

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And wasted like $ 40, 000 and then fired the agency. But

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I mean, I go so far deep into the agency world.

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I know who's good. Like I can tell and I

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can tell, I could tell really quickly that they weren't

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going to deliver. There was just something, it's just, there's

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an instinct. They were saying all the right things. Um, but,

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Like if you're in the agency world, you know who's

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good and who's going to really deliver.

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What is the length of a typical engagement?

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It could be, like, ongoing or it could be, like,

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a couple of months. Like, sometimes I just go in

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and out, interview people, give them the insights. Then they can, like,

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make recommendations on what they need to do and they

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Rhonda Page - Differentiation Consultant, Business Insights Specialist, fndr of Know Your Difference

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