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I am a small business consultant with 17 years practical experience in leadership within Fortune 100 companies in the fields of marketing, PR, profit and loss, change management, internal consulting, process enhancements and risk. I have a BA in Psychology and MBA. I will  complete a Master’s in Organizational Development and Leadership on April 25th 2019. My background has given me a perspective that is uniquely mine. I am fortunate enough to have a small business consulting firm to share my experiences with small businesses who can benefit most. Visit to find out more information. 


I'm also a dog lover, Italian Greyhound aficionado and bird watcher.

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  • Writer's pictureCrystal Jones Taylor

Buc-ee's Brave Market Targeting Strategy

Updated: Jan 23

When it comes to growth and market segmentation, what Buc-ee’s did was brilliant. They solved a specific consumer problem and fulfilled the unmet need, a lá Shark Tank. From the beginning, Buc-ee’s defined who their target customer was, and who it was not. Buc-ee’s knows exactly who they are. They don’t try to be all things to all people, but rather, delight the customer they choose. The consequence? Buc-ee’s creates brand advocates who willingly pay for, and affix, Buc-ee’s bumper stickers to their vehicles. 

The Buc-ee’s customer is the travel weary consumer who needs gas, a restroom and coffee. Buc-ee’s turns an otherwise unremarkable pit stop into an event. Restrooms are clean, large and have “air traffic control” to get you in and out. They have over 120 gas pumps. And on your way out, you’ll grab some candied nuts, BBQ, salad, or homemade fudge. Need greeting cards, gifts, fishing gear? Check. How about a Buc-ee’s branded throw blanket or Beaver Nuggets? A picture with Buc-ee? (A friend told me you can do that.)

What you won’t find is an 18 wheeler, other than a supplier. Why? Arch “Beaver” Aplin says he didn’t want big rigs “gumming up the parking lot.” This was a controversial decision that wouldn’t come without consequence. However, Aplin stuck to h

is guns. He knows who he’s targeting, and executes brilliantly on his chosen customers’ experience. In my case, the sea salt caramel fudge is making a compelling case for a bumper sticker. 

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Crystal Taylor
Crystal Taylor
Feb 17

Stay tuned for my creative writing publications in 2024, which will be added soon!

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Welcome to my blog, where I discuss Organizational Change Management and Development. I embrace Prosci’s global ADKAR methodology, as a Prosci Certified Change Practitioner (PCCP), and the best practices for managing change at scale as a Certified Change Management Professional (CCMP designation) from the global Association of Change Management Professionals (ACMP.)


I’m here to connect and collaborate with others passionate about change and overall business acumen. One of my interests is demonstrating the concrete value of enterprise change management, in the language of dollars and cents. Let’s do something great!

With 20 years in Fortune 100s, my roles include P&L responsibility, fulfillment and shared services functions. I often say have a 360 degree view of the business to augment my approach to Change, including stakeholder engagement resonant visions and cases for change.


My strategic planning and tactical execution in Change Management spans HR, Strategy, Digital, Brand, Marketing/MarTech, COO, DE&I, CTO, IT and CFO, where I have had the opportunity to positively impact the employee experience for 39k employees and millions of customers in concert with brilliant project teams.

I have a creative streak, which helps me achieve sustained results with minimal resources, when budgets are tight. For example, I co-patented a new business model for a financial services’ vehicle ownership.


Outside of work, I enjoy volunteering on the ACMP Virtual Engagement Committee, animal rescue, and creative writing, where two of my pieces have been recently published.


If we share common interests, let’s chat about the art of the possible!

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