Todd Photo2
Todd Anderson

Todd’s Bio

As president of 10,000 Foot View, my work is built on the premise that when you get YOUR systems right for creating and satisfying customers, the value of your business increases disproportionately to the effort you put forth. As a boy working at my parent’s printing company in the late ’70’s, I learned long ago that customers are a good thing, but not all customers are as good (or profitable) as others. Of the dozens of business owners I have worked with over the last 15 years, all work hard – very hard. Therefore, the cliché of “work smarter, not harder” universally and holistically applies.
“If I knew then what I know now…” When I started and ran my own manufacturing business, I think I made just about every mistake available to a young entrepreneur. I truly didn’t know much about sales and sales operations, and the difference it makes when done right. Sure, I was profitable and making a living, but looking back I realize I didn’t harness all the value of the business I had built. And worse, I didn’t know that I didn’t know.
Looking back, if I had applied a few basic practices to properly operationalize my revenue generating systems, I would have not only had more customers; I would have had more profitable customers and an entity that fetched more money upon my exit.
I now share these insights and lessons with my clients.
Business and Education Facts: I worked for my parents throughout junior high, high school and college. After graduating with a math degree from Concordia in Moorhead, MN, I worked my way up to General Manager and Controller of S.T. Cyclewear in San Diego, CA. I founded and operated deLANNO Sportswear and sold the company 11 years later.
I was CEO of Bike Friday in Eugene, Oregon. This is one of my proudest endeavors – sales and PROFITS grew mightily (this was after learning some of those things I wished I had known ten years earlier.)
If you want to talk about cycling, you might be interested to know that I am a former Pro-Am bicycle racer (Cat. 2 for you cycling geeks that care), I’ve raced lots of places in North America and used to ride my brains out on Mt. Helix in San Diego.
If you want to learn how to turn some of my systems into YOUR systems for solving some of the vexing margin and profitability challenges, check out the Resources page.

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