Catch! : A Fishmonger's Guide to Greatness

Seattle locals and tourists alike flock to Pike Place each day to watch the fish fly. But Pike Place Fish is about more than just crowd-pleasing entertainment --- there is an underlying philosophy at work that has made the market both wildly successful and internationally renowned.

In an unusual combination of oral biography and practical business blueprint, Crother and the fishmongers take you behind the scenes at the famous market to illustrate the PPF philosophy and reveal the underlying assumptions that have made PPF the international phenomenon it is today.

Catch! shows that to be "ordinary" is to be a victim of circumstances, responding to whatever comes one's way. To be "great" is to realize that anyone can live an extraordinary life. At Pike Place Fish, everyone is responsible for transforming themselves from ordinary to great by creating their own reality. The authors explore the issues of goals --- financial, personal and humanitarian --- and intention, showing how the crew itself creates these goals and works towards them in collaboration.

Most importantly, Catch! examines the power of possibility and shows how you can achieve greatness in your own life. Catch! explores such guiding principles as coaching and acknowledgment that are lacking in many businesses, and shows that you, too, can be the prime mover in your own experience.

Dr. Cyndi (Crother) Laurin is a renowned business transformation expert, award-winning author, and sought-after international keynot speaker. As the founder of Guide to Greatness®, she works with business leaders to simplify and solve complex business challenges, ensuring every effort aligns with profitability and positive stakeholder impact. Her Growth Alignment Framework™ transforms individuals and organizations one strategic step at a time, creating cultures of shared accountability and measurable success.
 
Dr. Laurin's expertise is built on decades of experience in leadership development, process improvement, and talent management. She earned her PhD in Leadership and Organizations at just 26 years old, establishing herself as a contrarian contributor to the field of organizational excellence. Her bestselling book, Catch! A Fishmonger's Guide to Greatness - 100k copies sold and translated to 14 languages - along with The Rudolph Factor and Be A Frontline H.E.R.O. highlight examples of innovation and cultures that drive extraordinary results.
 
Through Guide to Greatness®, Dr. Laurin delivers a proven framework that helps businesses achieve sustainable growth and operational excellence. Her data-driven strategies focus on aligning leadership teams, optimizing processes, and driving profitability - driving financial resilience, market leadership, and stakeholder advocacy.
 
As a keynote speaker, Dr. Laurin brings energy, authenticity, and actionable insights to every stage. Her presentations challenge conventional thinking while equipping leaders with practical tools to create lasting impact with their organizations. She connects deeply with audiences through her relatable style and proven expertise.
 
Her reputation is built on trust, innovation, and a commitment to helping individuals and organizations thrive. For leaders seeking to elevate their organizations with clarity and purpose-driven results, Dr. Laurin delivers nothing short of greatness.