We’re looking forward to welcoming long time Synergy friend Steve Horwood as a featured speaker at our upcoming Synergy session. Recently transitioning into a semi-retired advisory role, Steve brings decades of insight from his experience in business development and strategic account management.

In this short video, Steve shares what he’ll be covering with Synergy members—including how to recognize and create value, what real differentiation looks like in a crowded market, and the powerful shift from selling to serving. He’ll also lead a thought-provoking exercise on what truly sets your company apart in the eyes of your customer.

“I hope there are moments when you think, ‘Gee, I never thought about it that way before,’” Steve says. “Because that’s the spark of curiosity—and the spark of learning.”

Whether you’re in sales, service, or leadership, this session is designed to leave you with practical tools, new perspectives, and a deeper understanding of how to build lifelong customer relationships by leading with value.