All Posts by Dr. Steve Caldwell, PhD

About the Author

Steve Caldwell, author of "Winning in a Hostile Environment: The Double Bottom Line Mandate", holds a PhD in Management of Human Behavior from Georgia Institute of Technology. He is both an accomplished teacher and researcher, with numerous publications in peer-reviewed academic journals. Prior to obtaining his doctorate, Steve spent 28 years in the business world, serving as an executive in the Coca-Cola and Pepsi-Cola bottling networks. He is currently CEO of DBL Insights, LLC providing consulting and coaching services to business leaders.

May 29

Myth #5: Seeing is Believing

By Dr. Steve Caldwell, PhD | Inventors

We began this series with the assumption that “perceptions of risk matter”. We noted that risk is complex. When you wish to change someone else’s behavior (essential for sales), you try to affect their situation as YOU see it. But this is not enough. You must also influence how THEY “see” the situation. After all, […]

Read More
May 17

Myth #4: Retail is just about selling products

By Dr. Steve Caldwell, PhD | Inventors

Retail is about selling products, right? Well… sure but maintaining a healthy market is a bit more complicated and requires that exchange to remain balanced. Once that balance is disrupted, one party will eventually terminate the relationship. Peter Drucker said, “the purpose of a business is to create customers, profit simply validates the business model.” There’s no […]

Read More
May 08

Myth #3: Innovation is Invention

By Dr. Steve Caldwell, PhD | Inventors

Strategic discussions between retailers and suppliers of “consumer packaged goods” (CPGs) often include conversations about the importance of product innovation. While these companies realize they must innovate to remain relevant, their management may hesitate to implement the necessary change, especially if they have been conditioned to think more like “operators” than innovators. On the other hand, […]

Read More
Apr 15

Birth of a Myth…

By Dr. Steve Caldwell, PhD | Inventors

If repeated often enough over an extended period of time, a “myth” can gain acceptance as “fact.” At that point, it begins to influence how we think, feel, and act – hence, birth of a myth. You have heard it said, “You can accomplish anything you want to if you just try hard enough.” Unfortunately, […]

Read More