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In this keynote or workshop, Scott McKain teaches how to create distinction.
He will show you how to deliver ultimate customer experiences® to earn customers for life.
The most important question we must confront is: “WHY would we get chosen instead of our competition?”
The five steps of an Ultimate Customer Experience®
THE ULTIMATE CUSTOMER EXPERIENCE
There is a stunning difference between what customers want and what most organizations offer. And, as Scott McKain’s research proves, this widening gulf creates dissatisfaction, distrust, and –worst of all for any business — disloyalty.
What customers really want today is a superior client experience. Certainly, they want good service, a great product, and a competitive price. However, what creates client loyalty is a connection through personalization, differentiation, and emotion.
A critical question for you is: What is the ultimate experience that a customer could have as they do business with your organization? Scott McKain has vast experience and cutting-edge strategies on how to create distinction and deliver ultimate customer experiences®.
The five steps of an Ultimate Customer Experience®
How Organizations and Leaders Attain, Sustain, and Regain the Ultimate Level of Distinction
Scott McKain is a globally recognized authority on distinction, customer experience, and leadership. With a career spanning decades, he has guided organizations across industries to rise above the noise of a cluttered marketplace by delivering exceptional experiences that create lasting impact. His central philosophy is simple yet powerful: in a world of sameness, the only path to growth is standing out.
Scott’s insights are captured in bestselling books such as Create Distinction, Iconic, and All Business is Show Business, which have become essential reading for leaders and professionals seeking clear strategies to differentiate themselves. His keynote presentations blend eloquence, humor, and real-world business examples, transforming audiences with both inspiration and actionable tools. Whether speaking to executives, entrepreneurs, or sales professionals, Scott ensures every session resonates across industries and cultures.
Scott McKain is internationally recognized as a premier keynote speaker, bestselling author, and thought leader, Scott has built his career helping individuals and organizations stand out in a crowded marketplace. With a captivating style and powerful insights, he has left an indelible mark on audiences worldwide by showing them how to rise above sameness and achieve lasting success.
At the heart of Scott’s work is a simple philosophy: blending in leads to mediocrity, but standing out creates loyalty and impact. He equips leaders, entrepreneurs, and teams with the tools to deliver extraordinary experiences that separate them from the competition. His bestselling books including Create Distinction, Iconic, and All Business is Show Business offer practical strategies for personal and professional growth, cementing his reputation as a leading voice in customer experience and leadership.
Scott’s keynote presentations are known for their energy, humor, and substance. Each program is designed to transform the way audiences think about differentiation, leaving participants not only inspired but armed with actionable steps to succeed. Whether addressing executives, entrepreneurs, or sales professionals, his message transcends industries and resonates across diverse audiences.
A pioneer in adapting his expertise to virtual platforms, Scott delivers engaging online presentations that rival the impact of his live events. By leveraging cutting-edge technology, he ensures audiences everywhere can experience the same energy, clarity, and inspiration that define his in-person keynotes.
Scott’s influence has been recognized with some of the highest honors in the speaking industry. He is a member of the Professional Speakers Hall of Fame and the Sales and Marketing Hall of Fame, where he stands alongside legends such as Dale Carnegie, Zig Ziglar, and Og Mandino.
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Scott McKain shares why his expertise, content, and media background make him the ideal choice for impactful virtual events.
Scott McKain opens by noting that while the pandemic has changed much about how we live and work, one truth remains: organizations must create distinction to gain a competitive advantage. Customers need meaningful engagement more than ever, making The Ultimate Customer Experience and selling distinctly critical to survival and growth.
He outlines three reasons why he is uniquely suited for virtual presentations. First, equipment and staff: his business was already global and virtual before the pandemic, supported by professional-grade technology and a full-time production team dedicated to delivering high-quality online events.
Second, experience: McKain emphasizes that speaking to a camera is a different skill than speaking live. With over a decade as a globally syndicated television commentator and experience as a news anchor in a top-25 U.S. market, he knows how to connect authentically through the lens.
Third, and most importantly, content: McKain delivers proven, timely ideas tailored to today’s challenges. He cites how his book Iconic was named by American Express as one of six essential reads for business owners innovating through crisis. His programs—whether live, pre-recorded, or customized Q&A—combine signature stories, practical strategies, and interactive engagement.
Scott closes with his philosophy on meetings: they exist to learn, connect, and grow. His mission is to ensure every event achieves that, whether virtual or in-person.
00:00–00:20 — Pandemic context: distinction and customer engagement remain essential.
00:20–00:50 — The importance of The Ultimate Customer Experience and distinct sales approaches.
00:50–01:30 — Reason 1: professional-grade equipment and dedicated virtual production staff.
01:30–02:10 — Reason 2: broadcast and television experience equips him to engage on-camera.
02:10–02:50 — Reason 3: relevant, timely content—Iconic featured by American Express.
02:50–03:20 — Customizable delivery: live, recorded, or interactive Q&A.
03:20–End — Closing: events are about learning, connecting, and growing; McKain looks forward to collaborating.
Scott McKain shares how organizations build true distinction by defining what they are, and what they are not while delivering customer experiences that inspire loyalty.
In this keynote highlight, Scott McKain positions distinction at the intersection of innovation, technology, and customer experience. He challenges organizations to ask: How have you defined what makes you different?
He explains that clarity is difficult because it requires not only defining what you are with precision but also having the courage to say what you are not. McKain emphasizes that in today’s marketplace, great isn’t good enough—companies must elevate their standards continually to remain competitive.
McKain reframes branding, stating that “your brand is not a promise; it’s the conversation customers have about the congruency between your marketing and frontline performance.” He argues that the most profitable customers are those attracted by the experiences you create, not those you chase.
Using vivid stories including an example with Hertz, McKain illustrates how small acts of personal connection can turn customers into lifelong loyalists. He underscores that distinction is built at every touchpoint: from call centers to frontline employees.
Closing on a personal note, he reminds audiences that nothing gets better until we get better. In professional services and beyond, individual contributions are the only way lasting difference is made. By embracing clarity, emotional connection, and personal accountability, organizations can achieve true distinction.
00:00–00:30 — Distinction lives at the intersection of innovation, technology, and customer experience.
00:30–01:10 — Clarity challenge: defining what you are, and what you are not.
01:10–01:40 — Great isn’t enough—today’s marketplace requires raising standards.
01:40–02:10 — Reframing brand: not promises, but lived experiences.
02:10–02:40 — Customers you attract are more profitable than customers you pursue.
02:40–03:10 — Indiana Jones example: customer experience is delivered by employees, not CEOs.
03:10–03:40 — Story: Hertz employee creates loyalty through personal connection.
03:40–End — Closing reminder: real change starts with individuals—distinction comes when we get better.
A: It’s the ability for a business or individual to clearly stand out from competitors by delivering extraordinary experiences and value.
A: Yes, he customizes each keynote with industry-specific examples and strategies relevant to the client’s goals.
A: Absolutely—his virtual keynotes are as engaging and impactful as his live sessions.
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