Peter Ord, Founder AND CEO, GUIDEcx®

A leader’s true mettle is not laid bare in the easy days when the wind is at their back and the path is clear. Instead, it comes to the fore when they confront life’s unforeseen curveballs, those moments that shake the very core of their dreams and aspirations. In the face of such trials, those who truly stand out are not the ones who are untouched by hardship, but those who sail through turbulent waters with unwavering resilience. Such tough times call for leaders who can bend without breaking, who can pivot and adjust their strategies when the tides of change demand it. These remarkable leaders approach each setback as a lesson, extracting wisdom from even the harshest experiences. They don’t just survive tough times; they thrive in them, emerging stronger, wiser, and more resolute. Peter Ord, the Founder and CEO of GUIDEcx®, is one such visionary whose inspiring journey is marked by resilience, optimism, and a relentless pursuit of customer-centric excellence.

A Vision Born from Frustration

They say the best inventions stem from the deepest frustrations, and Peter Ord’s journey is a testament to this notion. It all started with a deep-seated frustration that many of us can relate to – the lack of transparency and communication during onboarding. Whether in his personal life, dealing with mortgages, landscaping projects, and construction, or in his professional career, where he had purchased over 100 solutions, Peter identified a common theme that plagued these experiences: the lack of transparency. “I often felt like I was at the mercy of one individual to update me on the project’s progress. In most cases, I was left waiting in the dark until a progress payment was requested,” Peter reflects.

While navigating these frustrating experiences, Peter couldn’t help but notice how industry giants in the consumer space had mastered the art of transparency in their customer interactions. Take Domino’s Pizza Tracker, for instance, which notifies customers when their pizza is coming out of the oven, ensuring a perfectly timed pickup. Amazon, too, dispels delivery anxieties by providing real-time package tracking, instilling trust in their delivery process. Restaurants shoot out text notifications or buzzers to let diners know when their table is ready. Even Delta Airlines chimes in, sending passengers a reassuring ping when their checked baggage is safely stowed aboard the plane. These companies had cracked the code for customer satisfaction by providing real-time information and updates, without customers needing to chase them down. This simple yet profound revelation laid the foundation for Peter’s vision.

The Genesis of GUIDEcx®

Armed with this newfound understanding, Peter embarked on a transformative journey, driven by a mission to bridge the yawning gap between B2C and B2B onboarding experiences. Yet, as he delved into the depths of the market, a stark truth stared him in the face – the tools required to achieve this level of transparency and customer service simply didn’t exist in the market at that time. Organizations were grappling with generic project management tools, ineffectual in meeting the soaring expectations of the modern customer.

Peter’s frustration deepened while working at a previous company, where customers frequently voiced their dissatisfaction over the lack of information on product delivery, accountability, and even their initial purchase details. All these signs and frustrations led him to a resounding realization -– if he could develop a product to alleviate the modern-day customer’s woes, it would not only be embraced but also transform the industry. And this led to the birth of GUIDEcx®. Fast forward five years, and GUIDEcx is thriving, standing as a pivotal player in the realm of SaaS client onboarding, empowering project managers and client success teams to not just invite and guide but also to engage customers like never before. As Peter puts it, “The more elegant we make our customers’ customer experience, the more successful we are. I’m proud that much of our growth can be directly correlated to how much people enjoy using our product. It’s true product-led growth.”

Overcoming Hurdles with Resilience

Starting a business is never without its hurdles, and Peter’s journey was no exception. One of the initial stumbling blocks he faced was finding the right name for his company. It had to be catchy, versatile enough to function as a verb, and, of course, have an available URL. Those were the initial, straightforward criteria. But he hadn’t considered the nuances of trademark registrations, linguistic interpretations, and phonetic pronunciations.

A year into the business, a cease-and-desist letter for trademark infringement landed on Peter’s desk. Despite pronouncing and spelling their name differently, another company claimed that their name was phonetically similar to GUIDEcx, leading to a trademark dispute. This unexpected setback forced Peter to rebrand his company within just two months. However, as the saying goes, every cloud has a silver lining. What initially felt like a setback turned into a blessing in disguise. The rebranding process led to the birth of a new name and logo that better aligned with GUIDEcx’s mission and vision. “It was something I never thought I’d have to deal with. Building a startup company forces you to adapt and learn quickly. I learned this lesson early on,” asserts Peter.

The Key to Peter’s Wholehearted Pursuit of Success

When asked about his drive to persevere through life’s toughest challenges, Peter reflects on the sage advice he received from his father. Growing up, his father wanted him to know three things: He was his biggest fan. Everything will be alright with the right attitude and optimism and gratitude unlock true potential. His father’s motto, “Love, not judge,” became the guiding light in his life. Now, as a father of four daughters, Peter instills these same principles in his children. He firmly believes that his confidence and self-belief stem from the unwavering support and love of his family and close friends. This unwavering support gives him the courage to go all in and pursue his goals wholeheartedly.

Reflecting on his journey, Peter vividly recalls the valuable lessons learned during the tumultuous 2008 financial crash, where he discovered that adversity often conceals hidden opportunities, and being prepared for them is crucial. This preparation proved invaluable during the global pandemic in 2020 when GUIDEcx doubled down on support for his sales team, urging them to build pipelines even when the market seemed bleak. He knew that in the end, things would normalize, and those who persevered would thrive. Peter also lives by Woody Allen’s famous quote: “Showing up is 80 percent of life.” He underscores the importance of taking action even with imperfect plans, as he believes that waiting for the illusion of perfection only stifles progress.

Embracing a ‘Human-First’ Attitude

Peter’s vision for a better world revolves around a simple yet powerful idea: “Love, not judge.” He advocates for a “Human-First” attitude, where labels and stereotypes don’t define individuals. In his eyes, the true essence of humanity lies in acknowledging each person’s untapped potential and fostering a nurturing environment of unity and wholehearted acceptance. Peter also firmly holds the belief that success is not just for the company; it’s for employees, customers, investors, and the community at large. As he succinctly puts it, “A common phrase you will hear in the hallways of our office is ‘Rising Tide Raises All Ships.’ That means our success is your success. This applies to our employees, our customers, our investors, and our community.”