You have to speak many languages. The business language of numbers. The golf language of values and heritage and the future. But you must also be fluent in the language the consumer speaks.
We’ve shown that a PGA Professional can be worth several million dollars or pounds or rands to their golf club;

We did that by highlighting the value of a golfer over their lifetime to a club (never mind the game);

If you follow that logic, then it stands to reason that we need to talk to that golfer or member or prospect (the consumer) with some real care.

This is more than about service. Every word we say is potentially extremely valuable for everyone involved in the golf industry.


There are more and more words being spoken, written, and published. But what language is being used? How valuable are they?

Are they in the language of love for the game or a language of love for the consumer?

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