Everybody Wins Quotes

“The perception you have of people from the first usually proves to be true.”
― Dave Liniger, Everybody Wins: The Story and Lessons Behind RE/MAX

“Discovering that difference all came down to a simple but powerful idea. Liniger knew that RE/MAX was not in the real estate business; it was in the real estate agent business. Its true customer was not the home buyer in the real estate market, but the real estate agent meeting the needs of that home buyer.”
― Phil Harkins, Everybody Wins: The Story and Lessons Behind RE/MAX

“That night, they sat around the hotel room with a bottle of tequila and some salt and limes and talked about names for the new real estate company. A few ideas sprang up right away but got rejected just as fast. A half bottle of tequila later, the name "Real Estate Maximums Incorporated" was tossed around as a possibility. Nobody spoke for a moment because everyone liked it. Maximums meant that everyone would get the most out of the relationship-real estate agents and customers alike. The name did a good job of communicating the everybody wins principle at the heart of the endeavor. But after a few more minutes, they realized it didn't quite work. It wasn't snappy enough for a good brand name, and it was too long to fit on a real estate sign.
More tequila got poured. No one could come up with another name that felt as on-target as Real Estate Maximums. Someone suggested shortening it to R. E. Max. That made it snappier and appealing in a brand name sense; but when you wrote it out, it looked too much like a real person's name. You could imagine junk mail arriving at the office in care of Mr. and Mrs. R. E. Max. Collins pointed out that Exxon had formed only a few years before, and the X with a slash through it looked very smart. So Liniger took out the dots and tried a slash through the middle of the word and then capitalized all the letters. They looked at the pad of paper and saw: RE/MAX. A silence came over them, followed by a few backslaps and cheers. Everything about the word looked exactly right, as though they were talking about an established global company.
Now, what about colors? They were on a roll. Now was no time to stop. A few more shots of tequila went around while they debated the right look for the new RE/MAX. It didn't take long to figure it out: Everyone in the room was a Vietnam vet and patriotic to the core. The colors, of course, had to be red, white, and blue. When they considered the whole package, they knew they had it. And that's how the idea for the distinctive RE/MAX brand was hatched. Considering the time and resources that get poured into brand development today, their methods might seem unorthodox if admirably effective. No money was spent on advertising agencies,
market research, or trademark protection. The only investment was a decent bottle of tequila; the only focus group, a bunch of guys sitting around a room having a good laugh.”
― Phil Harkins, Everybody Wins: The Story and Lessons Behind RE/MAX