University of Arizona , Tucson , AZ

...This summary will emphasize what is unique about ( Market Advantage Technologies 's) approach, and, in particular, the key dimensions of that approach that led to what I believe is extraordinary success.

First, ( Market Advantage Technologies 's) approach is unique in that it is focused on results; that is, it is focused on projects that produce a " Market Advantage Technologies ." This is in contrast to many team building approaches in which the primary goal is to improve group dynamics, that is the primary goal is to assist people to learn how to work together more effectively. The primary goal of ( Market Advantage Technologies 's) coaching is the development and implementation of one or more team projects. Improved group dynamics and the ability to work together is consequence of the project, rather than an end to itself. This approach is extraordinarily effective since it converts techniques into action from day one.

Secondly, in nearly every case, there are persons in a group who are not motivated by success....Rather, their agenda is to stay in past history and in negative assessment. Using conventional approaches to team building, enormous amounts of time are spent trying to bring these people onboard....In contrast, ( Market Advantage Technologies 's) approach tends to ignore these people. More specifically, their negative assessment becomes exposed to the rest of the group and they either change or simply decide not to participate in the team. Consequently, the team itself can move forward and produce action.

Thirdly, ( Market Advantage Technologies ) puts an emphasis on results as the leading edge to the acquisition of more resources. I have been very impressed by the framework which suggests that money follows good results....This framework is in contrast to the approach of many people in many units. How often do we hear-- "well, we can certainly do that if we had more money."...( Market Advantage Technologies ) points out that success is determined by the reverse approach. One must first listen to the market, then produce results for that market. The results produce satisfaction and the money will follow.

Fourth, ( Market Advantage Technologies 's) coaching approach is well grounded in theory. ( Market Advantage Technologies ) does not spend a lot of time talking about that theory but there is a coherency in the approach that is suggestive of its theoretical roots. For many groups and many people this is a key to participation.

Lastly, (Mr. Cundiff) is highly committed at the personal level. He is clear that he does not want to work with groups who are not interested in moving one or more projects forward. In other words, he is not interested in coaching for the money. He is interested in coaching for the results. He is available day and night to people as they make their way through the personal transformation that is sometimes required. He is a genuine person with high integrity.

Martha Gilliland,
Vice Provost for Academic Affairs