The 90% Rule

Opportunities grow businesses. This resource by Tencer and Cardoso shows you how to turn opportunities into action. The 90% Rule is a step-by-step action plan that lets companies refocus their strengths on those opportunities that they are already 90% capable of. It gives CEOs and their teams the requisite process to crystallize a growth strategy and the tactics to implement it.

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About Ken Tencer John Cardoso

KEN TENCER is Chief Executive Officer of Spyder Works Inc. and a successful entrepreneur who has built international companies spanning manufacturing, product development, distribution and professional services. The key to Ken’s success: bringing great innovative thinking to the table—plus over twenty years of “getting it done.” Ken considers one of the best compliments he ever received was when a client said, “What I like about you is that there’s no fluff. ”
As co-author and developer of The 90% Rule (both the book and collaborative seminar), Ken gets businesses on the right growth track. “What makes businesses successful? Knowing which opportunities to pursue. Our years of hands-on research has proven that the greatest opportunities lie in focusing on those opportunities you are already 90% capable of achieving.” As CEO of Spyder Works, he has helped numerous businesses and not-for-profit corporations create more effective growth plans by focusing on what they do best. Prior to taking the lead at Spyder Works, Ken co-founded and grew Nettlewoods Inc., a manufacturer of private label bath and body care products from its genesis to international firm. Ken’s credentials also include working for and successfully growing the businesses of other niche manufacturers and retailers. He began his career with a series of marketing, advertising and communications firms, developing campaigns for a variety of financial service companies, consumer goods manufacturers, retailers and social causes.
He currently sits on the advisory committee of an emerging technology firm, has been the President of a charitable organization and holds both a Bachelor of Commerce with Honors from Carleton University and a Masters of Science in International Management from Boston University (Brussels, Belgium).

JOHN PAULO CARDOSO is Chief Creative Officer of Spyder Works Inc. and a world-class creative director who believes that true design brings meaning to the mass of unrelated needs, wants, ideas and perceptions. John says, “Design thinking is at the core of making sense of everything, from the complexity of overabundance to the simplicity of oneness.”John is responsible for ensuring that creativity, in all its forms, through all the firm’s work, manifests itself in business results.
As John says, “Creativity represents the emotional elements of every experience, but if it does not move the business, what’s the point of the experience.”
With over twenty years in design, John has brought his unconventional thinking to clients in many industries, from emerging businesses to multinational corporations developing packaging, brands and corporate identities. John founded Spyder Desktop Studio in 1992 to support the development of leading international brands such as Agfa, Estée Lauder and Revlon. In 2003, he formed Spyder Works Inc. with Ken, transforming the firm from a leading provider of creative design to a comprehensive provider of business and marketing strategy, integrated design and communications. At Spyder Works John leads the creative team with innovative branding models including the Triad of Retail Brand Development™, Content Enhancement™ and Visual Echo™. John is also the co-developer of the firm’s model for integrated business and design thinking, Building Business by Design®.
John has an Honors BA in Fine Art History from the University of Toronto and holds a certificate of design from the internationally acclaimed Art Centre in Toronto.

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