Latest news with #USCMarshall
Reuters
07-08-2025
- Business
- Reuters
Why Great Businesses Lose to Inferior Competitors — and How Nicolos Abelian's AnotherZero Helps Them Win
LOS ANGELES, CA, August 7, 2025 (EZ Newswire) -- Why do customers choose inferior competitors and products over yours? The answer, according to Nicolos "Nic" Abelian, opens new tab, founder and CEO of AnotherZero, opens new tab, is frustratingly simple: customers don't clearly see, understand or trust you. It's one of the main reasons 50% of businesses fail within their first five years. The Visibility Problem With over 350 million businesses worldwide and 50 million new ones launching every year, it's becoming increasingly difficult to stand out and convince potential customers to choose you. The marketplace has become so saturated that, no matter how exceptional your offering is, customers can't choose you if they can't see you. As an entrepreneur — whether you're a consultant, content creator, author, coach, agency owner or running an online store or local service — you've probably experienced this at some point. You've poured your heart into creating something genuinely amazing, only to watch customers choose competitors who deliver less value for higher prices. Abelian, who led a $30 million company before graduating from USC Marshall School of Business, realized early in his career that visibility was just as critical as product quality. This insight became the foundation of AnotherZero, a company that has since helped over 10,000 businesses across 50+ countries solve a core problem most failing entrepreneurs overlook. The Three Pillars of Business Success Through his work at AnotherZero, Abelian identified three critical elements that determine whether great businesses win or lose: 1. Visibility: "Can customers see you?" In today's digital world, visibility relies mainly on search engine optimization (SEO) and strategic advertising. Think of high search rankings as prime real estate in a crowded marketplace; the most visible storefronts attract the most customers. This means even the best products and services go unnoticed if they don't have a visible location where their customers are looking. And although being called a 'hidden gem' might sound great, it's the exact opposite of what you want your business to be. With the rapid evolution of AI and increasingly competitive digital spaces, it has become harder than ever for businesses to consistently remain visible and attract customers. Abelian's frustration with traditional agencies, which consistently under delivered and rarely translated into meaningful business growth, prompted him to develop proven strategies of his own. By investing over $5 million across billboards, direct mail, social media, Google, TV and radio ads for his own companies, he identified what reliably grows the bottom line. As Abelian puts it: "If customers can't see you, they can't buy from you." 2. Clear value: "What's in it for me?" Once customers can see you, you need to clearly answer what they're thinking: "How will this help me?" and "What's in it for me?" Effective marketing immediately answers these questions, not through flashy advertisements or clever taglines, but by explicitly showing customers exactly how your offerings solve their problems and fulfill their specific needs right now. Because AnotherZero works with thousands of businesses across more than 100 industries, they see what's working in real time. This enables AnotherZero to help business owners clarify their messaging and leverage strategies proven to connect with customers. As a result, customers understand how each business uniquely solves their problems and fulfills their specific needs. This clarity not only drives higher sales and conversion rates, but it's also why AnotherZero is rated the No. 1 marketing agency on Trustpilot, opens new tab out of over 6,500 competitors. 3. Credibility: "Why should I trust you?" Now that potential customers know they need your service, the next step is proving you can actually deliver. At this point, customers understand the solution they need, and you must convince them you're the right choice. In 2025, over 90% of consumers read online reviews before making a purchase — making social proof vital for building credibility. Customers naturally wonder, "Why should I trust you?" Abelian calls this the "credibility catch-22": You need credibility to attract customers, yet building that credibility first requires having customers. The key to breaking this cycle is powerful branding, which clearly communicates your story, qualifications and results. Instead of relying on empty claims or exaggerated promises, successful brands establish trust through genuine proof, such as customer testimonials, news features and industry recognition. When your branding consistently provides real stories and credible proof that directly address your audience's core concerns, customers confidently choose you over competitors. As Abelian emphasizes, "Customers should immediately know who you are, why you're qualified and whether you can actually deliver." The Integrated Approach These three elements — visibility, clear value and credibility — must work hand-in-hand to turn potential customers into paying ones. Missing even one can significantly reduce conversions and sales. If customers can't see you, they can't buy from you. If they see you but don't clearly understand how you help, they'll choose someone else. And even if they understand your value, they'll hesitate unless they're confident you can deliver, ultimately choosing a competitor they trust more. AnotherZero strategically combines these components, helping businesses consistently attract and convert customers. Using these same strategies, AnotherZero achieved 40x growth in just one year, earned industry recognition (e.g., features in USA News, opens new tab and Forbes, opens new tab) and maintained an exceptional 4.9-star Trustpilot rating. The Path Forward Whether you run an online business, local service, startup, consultancy, coaching practice, marketing agency, influencer platform or are writing the next bestseller, think of your business strategy like crafting a bestselling book. Each component must be aligned: Ultimately, businesses tired of losing to inferior competitors must recognize that success isn't about simply being the best. It's about being seen, understood and trusted by customers. By strategically integrating these critical elements, great businesses ensure they're always positioned to win. Media Contact Nicolos Abelianteam@ ### SOURCE: AnotherZero Copyright 2025 EZ Newswire See release on EZ Newswire
Associated Press
04-07-2025
- Business
- Associated Press
Smart City, Smart People, Smart Planet: Transforming Global Supply Chain Culture
Los Angeles, CA July 04, 2025 --( )-- The USC Marshall Randall R. Kendrick Global Supply Chain Institute invites you to the 13th Annual Global Supply Chain Excellence Summit on August 14 & 15, 2025, at the Marriott Long Beach Downtown. Recognized as one of the top supply chain events in the country, this two-day summit will bring together visionary thought leaders, senior executives from Fortune 500 companies, and innovators committed to shaping the future of global supply chains. With this year's theme, 'Smart City, Smart People, Smart Planet: Transforming Global Supply Chain Culture,' the 13th GSC Summit will explore advanced technologies and sustainability in driving meaningful change across the industry. Attendees will engage in dynamic panel sessions, gain invaluable insights into evolving trends, and connect with key players in the supply chain field. Featured Keynote Speakers include Sanjay Shah, EVP, Chief Supply Chain Officer of Starbucks, Bank of America's Head of Global Economics Research, Claudio Irigoyen, Gene Seroka, Executive Director of Port of Los Angeles, and Dr. Noel Hacegaba, Chief Operating Officer of Port of Long Beach. From groundbreaking strategies to port outlooks on the West Coast, the 13th GSC Summit is a great platform to address the challenges and opportunities shaping today's supply chain landscape. Network with top executives, influential thought leaders, and supply chain experts, gain actionable insights into cutting-edge technologies and strategies and explore how sustainability and innovative solutions are transforming the industry. The 13th GSC Summit celebrates excellence in the global supply chain industry with its renowned Annual Global Supply Chain Excellence Awards. These prestigious awards highlight visionary leaders and organizations that have made remarkable contributions to advancing and transforming the supply chain industry. The 13th GSC Summit is supported by our valued industry partners. Title Sponsors Port of Los Angeles Port of Long Beach Niagara Water Xebec Realty Diamond Sponsors Bank of America Freight Right Maersk Plug and Play City of Long Beach Silver Sponsors Advatix BestBay NNR Pluto7 Rohlig Sunstone Management, Inc. The Pasha Group World Trade Center Long Beach Friends & Supporters Planet Security Inc. USC Credit Union USC Hotel Walmart For more information, visit: Contact Information: USC Marshall Randall R. Kendrick Global Supply Chain Institute Marvi-Anne Epstein 626-429-3263 Contact via Email Read the full story here: Smart City, Smart People, Smart Planet: Transforming Global Supply Chain Culture Press Release Distributed by
Yahoo
08-02-2025
- Business
- Yahoo
USC Marshall Bets Big On The Business Of Blockchain
USC Marshall's Business of Blockchain Initiative aims to position the business school as a leader in blockchain education while preparing students for the seismic shifts the technology is expected to bring. In May 2023, University of Southern California president Carol L. Folt announced her moonshot, a billion-dollar investment to expand advanced computing initiatives across the university. USC's just took a big step in that direction. Last month, the business school announced its new , its plan to accelerate research, teaching, and industry engagement around blockchain's business applications. It is backed by $15 million in new funding from USC. The goal? To position Marshall as a leader in blockchain education and to prepare students for the seismic shifts the technology is expected to bring. 'The Business of Blockchain Initiative will position USC students at the forefront of the rapidly evolving advanced computing economy,' says President Folt. 'This first-of-its-kind initiative is designed to give our students access to the skills they need to work with decentralized finance and blockchain applications.' At its core, blockchain is digital ledger technology that allows data to be recorded securely, transparently, and permanently across multiple computers. Instead of relying on a central authority to verify transactions, blockchain enables a decentralized network of participants to validate and store information. Geoffrey Garrett, USC Marshall dean This has several business implications beyond Bitcoin, Ethereum, and cryptocurrency trading. 'There are really two elements to this,' Marshall Dean Geoffrey Garrett tells Poets&Quants. 'On the one hand, we want to take advantage of the opportunities that technology creates, no question. We also need to understand all of the dislocations that technological change generates, so we have opportunity plus responsibility.' Marshall's initiative will focus on three key areas where blockchain is poised to disrupt traditional business models. The biggest potential, Garrett says, is in decentralized finance – the idea that blockchain could remove intermediaries from financial transactions. 'The promise of blockchain is you can drive [transaction costs] towards zero,' he tells P&Q. 'Not only does that make the plumbing of the financial system much more efficient, it makes it much more equitable. You're going to increase access if you can do that.' Impact on supply chains will also be significant. Today, global supply chains are often complex and opaque, making it difficult to verify the origins of goods. Blockchain's ability to create a transparent ledger to track products across every step of the chain. Finally, there's the creator economy, particularly relevant in Los Angeles where Hollywood, the music industry, and an exploding number of digital content stars intersect. Blockchain gives creators the opportunity both to own and monetize their own IP, cutting out the need for record or movie companies. 'If you combine the iPhone with blockchain protection, and you're a creator, you can now run your own business. You don't need a music company. You don't need a film intermediary. You can do it yourself. That's pretty exciting.' Marshall already supports a robust ecosystem around blockchain and other digital technologies. It launched the in 2022 following a $5 million gift from VanEck Associates to study business opportunities in blockchain. VEDA's annual conference is one of the biggest blockchain conferences in Southern California and last year attracted more than 1,700 students, faculty, and business leaders from across the U.S. Marshall is also home to the as well as the USC's interdisciplinary approach is another advantage. Marshall already collaborates closely with the university's engineering school, which offers a blockchain minor. That could potentially expand into a degree program. USC is also home to one of the largest student-run blockchain clubs in the country and that club happens to be one of the biggest student clubs at the university. 'It's amazing to see how, for those of us who are older, students in high school are getting right to the cutting edge of all of these technologies. And frankly, it's hard for us to keep up with that,' Garret says. The Business of Blockchain Initiative will act as a sort of umbrella org to these centers, organizations, and activities while also expanding on their work. Marshall will hire two new endowed chairs in blockchain as well as new faculty, support post- and pre-doctoral fellows and other research assistants to support both faculty and student research, and expand its blockchain curriculum,, Garret tells P&Q. The initiative aims to solidify USC's position as a leading global Web3 hub, uniting a network of developers, investors, academics, and student organizations. It will also expand entrepreneurial opportunities for USC students, enabling them to launch blockchain-related startups and leverage the possibilities this technology unlocks. Of course, blockchain's future depends on how governments choose to regulate it. 'I think it's fair to say that the Biden administration was pretty negative on blockchain and cryptocurrency, trying to regulate it out of existence. The Trump administration is clearly going to be the opposite, but we know that we're going to need real guardrails,' Garrett tells P&Q. 'The last thing that we focus on is what kind of regulatory environment can both protect consumers – that's really really important – but also empower innovation.' So what's next? In the short term, Marshall is already accepting faculty research proposals for blockchain-related projects and expects to start recruiting for new faculty positions in the next academic year. But Garrett is thinking bigger. 'This is actually a really interesting moment. AI is affecting everything, and the intersection of AI and blockchain is going to be really, really big,' he says. 'Even though we're the initiative The Business of Blockchain, it's actually blockchain in the context of other advanced technologies. The key one right now is AI.' DON'T MISS: THE P&Q INTERVIEW: GEOFFREY GARRETT ON MAKING USC MARSHALL AN ENERGY TRANSITION LEADER AND AT TORONTO ROTMAN, AN AI TOOL IS CHANGING HOW TEACHERS TEACH — AND HELPING STUDENTS LEARN BETTER, TOO The post USC Marshall Bets Big On The Business Of Blockchain appeared first on Poets&Quants.
