Fran Biderman-Gross | Advantages

Meet Fran

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Fran
Biderman-Gross

CEO & FOUNDER

Fran has often been referred to as a cross between a psychologist and a chiropractor. First, she helps you dig deep inside yourself, and your organization, to discover your essence through the 3 Keys. Then, Fran works with you to align your business and personal life to that essence. She has led founders, CEOs, and business owners on very personal journeys with the 3 Keys to achieve improved leadership skills, a thorough understanding of their Purpose, Values and Story, and, ultimately, greater business success.

Advantages was founded in 1992 by Fran’s late husband, David, and over the years since, Fran has grown her firm from a small, Queens-based printing company into a full-service marketing communications agency that serves a diverse clientele. Along the way, Fran discovered that the most successful companies she works with all have something in common. They all connected with what Fran then came to call the 3 Keys — Purpose, Values, and Story. From her experiences, Fran has created a proprietary process that can help any organization or individual tap into their 3 Keys. From leading cultural transformations at manufacturers to creating authentic brand marketing campaigns, she has used the 3 Keys to help achieve the desired success of hundreds of clients.

Lead with Heart

Her book How to Lead a Values-Based Professional Services Firm: 3 Keys to Unlock Purpose and Profit [Wiley 2020] written with co-author Don Scales, shares the wisdom of the 3 Keys process and how organizations and their leaders can benefit from applying its concepts. Don tragically passed away in 2021. His collaboration with Fran on the 3 Keys has left an invaluable legacy for the benefit of business leaders everywhere. Don is remembered as a mentor, colleague, and friend.

The 3 Keys: Purpose, Values, and Story provide leaders with a different perspective on how to look at themselves, their organizations, and their employees. Going beyond the instinct and intuition many executives rely on, the 3 Keys create a repeatable framework for success that any executive at any firm can benefit from implementing. Purpose, Values, and Story gets to the heart of an organization’s raison d’etre – their “why” – and translates it into actions and communication that transforms Cultures, Brands, and Marketing to supercharge business outcomes.

Lead with Heart

“It’s no longer enough to just define your purpose; your customers need to experience it. Ensuring that it’s communicated through every interaction has proven to be a challenge. This book provides an excellent roadmap for you to become a purpose-driven organization.”

Deborah Leff, IBM CTO | Data and AI.

“This book intelligently outlines a cardinal truth I’ve discovered myself, over my ample experience in leadership positions at top companies. Purpose is absolutely necessary to produce profit in the current market. Your business will thrive if you can successfully infuse meaning and values into everything you do, and this book discloses how.”

David Grigson, Chairman, Investis Digital.

“This important book is a must-read for every leader striving to build a successful values-based organization.”

Doug Fletcher, Co-Author of How Clients Buy

DISCOVER YOUR 3 KEYS

Listen with Heart

Drive Profit with Purpose, Fran’s podcast, regularly presents illuminating conversations with dynamic leaders who are changing their companies, and their industries. Each episode tells the story of a business leader’s journey and experience running their organization with Purpose and Values at the heart of what they do, and how they do it. Each executive’s lived experience provides insight into how Purpose played a role in their long-term growth and success. Sharing their stories with Fran, these leaders demonstrate the power of Purpose and how incorporating the 3 Keys into the running of your own business ultimately drives profit.

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Speak with Heart

Customers can tell when you don’t mean what you say. That’s why Fran empowers leaders and organizations to infuse their authentic Purpose into everything they do and say — to make connections that truly matter. Her workshops, lectures, and keynotes draw on over three decades of marketing and branding leadership in cultural change to inspire audiences — and provide leaders with actionable lessons that any organization can implement to bring their visions closer to becoming reality.

Your organization will benefit as Fran speaks from her heart and mind on topics that can move
the needle at any organization, including:

Activate Your Corporate Shared Values to Create Financial Value

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⦁ Explore the origin of corporate values, and the reason that the world demands them.

⦁ Learn the problems with many of the “values” that businesses declare today.

⦁ Understand the craft of uncovering authentic, actionable, and memorable values.

⦁ Find the connection between lived corporate values and economic success!

3 Keys to Thrive in a
Changing World

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⦁ Clearly identify the cause that inspires you, so you inspire others.

⦁ Articulate the beliefs that guide you and your organization in everything you do.

⦁ Craft stories that connect to the audiences of the next 20 years, not the last 20 years.

The Path to Purpose:
How to Rise
from Any Fall

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⦁ Experience an exceptional story of loss and personal growth to fuel your own success.

⦁ Learn an entirely fresh perspective on the benefits of corporate purpose discovery.

⦁ Explore new ways to overcome the toughest of times, both personally and professionally.

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Connections Made by Heart

From one-on-one executive coaching to 3 Keys culture workshops, Fran connects with leaders through empowering conversations that provide clarity and deliver actionable plans. Fran’s work with her clients makes it possible for purpose-driven leaders to permeate their 3 Keys throughout the entire organization.