It’s easy for many business owners to see diversity as a trendy buzzword – great in theory, but little practicality to measurably improving their business. Perhaps simply just another box to check. Darryl Jenkins, managing partner of corporate branding company The CPS Store and author of The Power of Diversity: Leading The Majority Minority, sees things differently.

“Diversity becomes vitally important for a few reasons,” said Jenkins, a speaker at this year’s ASI Shows, including the upcoming ASI Fort Worth. “Number one, the value of our lived experiences and perspectives. Number two, it brings about the personal growth that comes out of the learnings and the sharings. And then from a business perspective … you will realize higher rates of productivity, as well as performance in the company.”

Diversity is all around us, says Jenkins, an executive consultant for 25 years. It’s far more than just racial or ethnic diversity. And by shifting your view, you can start to see the power of the concept in all facets of your business and life. In this episode, Jenkins explains why companies need to make it a “corporate imperative,” and shows how they can financially benefit by being open to diversity. He then gives his five key steps to properly reach that goal.

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