Meet our Team
Your Results
Our Approach
Our Expertise in Business Consulting, Sales, and Market Research are include:
Business Consulting
- Leadership
- Vision, values, culture
- Strategies
- Competencies
Sales
- Strategies and Go To Market
- Sales enablement and performance
- Leadership Selling methodology
- Training design and delivery
- Coaching
- In-field support
Market Research
- Quantitive – surveys
- Qualitative – focus groups and interviews
“Every business needs a unique and compelling value proposition in order to differentiate itself in the minds and hearts of its customers. Otherwise, it becomes just another ‘me too’ player selling on price.”
“Sales leadership is not about pushing products. It is about creating trust, delivering insight, and leading customers toward better business outcomes.”
Joe Candido is the founder of Fifth Element Associates, co-founder of the Executive Crash Course Company, and the author of Leadership Selling, an Amazon #1 bestseller. With three decades of experience working with enterprise and mid-market companies, Joe has held senior leadership roles in sales, marketing, and innovation, building a career at the intersection of technology, leadership, and growth.
Joe partners with executives and their organizations to transform how they sell, lead, and scale. His consulting, training, and coaching work spans North America, Latin America, and Europe, aligning leadership, culture, values, brand, and sales strategy to deliver customer experiences that stand apart. His Leadership Selling methodology moves sales teams beyond transactions into trusted advisor roles, creating sustainable growth in today’s competitive markets.
A recognized thought leader on sales leadership, AI in B2B sales, and board-level governance, Joe works closely with executives and boards on strategy, growth, and AI adoption. He also engages directly with sales, marketing, engineering, and customer service teams to drive measurable behavior change and long-term results.
In addition to his advisory practice, Joe teaches executive leadership programs at the University of Vermont’s Center for Leadership and Innovation, the Grossman School of Business SEMBA MBA program, and the University of Southern California’s Marshall School of Business. He has guest lectured at Wharton’s Executive Education program and frequently keynotes national sales conferences, trade shows, and industry events on sales leadership, customer experience, AI, and emerging market trends. His industry expertise spans telecom, IT, banking and finance, manufacturing, e-commerce, and healthcare.
Joe believes growth happens when leadership, culture, and strategy are aligned, and when businesses deliver value beyond products or services. A lifelong learner and adventurer, he spends his summers sailing on Lake Champlain and winters skiing in Vermont or sailing in the Caribbean.
“Too many organizations operate on assumptions and opinions, making critical decisions without proper data or insights. Today research, big data, and analytics are essential to decision making.”
Jim Fong has nearly three decades of research experience related to marketing, new product development, customer satisfaction and acquisition and strategy development. He has extensive experience in education, banking, technology, telecommunications, community development, gaming and healthcare sectors.
Prior to joining FEA, Jim has served as director of marketing, research and planning for a major university and director of research for a advertising and marketing firm. He has also taught marketing, strategy and research courses for Penn State University, Duquesne University, Drexel University, Framingham State University, University of California Davis, Community College of Vermont and the University of Vermont.
Jim holds a B.S. in mathematics, M.S. in statistics and an M.B.A. from the University of Vermont. He is also an avid “bikepacker” and cyclist when not nerding out on fantasy sports.
“Change is the only constant. Each business must constantly monitor, understand, and adapt to the trends and drivers in their world. The most important contribution an executive can make to their organization is to create a vision, strategy, and culture that anticipates the market and responds with a customer experience that ensures greater relevance.”
As an associate Consultant at Fifth Element Associates, the Founder of the Shepard Communications Group, and Co-Founder of the Executive Crash Course Company Steve Shepard has over 30 years of experience in telecom, media, technology, and business consulting and is recognized as an industry authority and author who has spoken in more than 90 countries. To date, Steven has written more than 60 books, hundreds of white papers, and has produced a large number of podcasts and videos. He works closely with senior management in several Fortune 100 companies, NGOs, and Universities, advising them on technology industry trends and then helping them develop strategy.
Closely related to Steve’s work in technology strategy is his work in education, particularly around vision development and multigenerational learning theory. His book, Reverse Engineering the Future: A Prescription for Change Leadership, is derived from experiences accumulated while consulting with university boards of trustees and corporate boards of directors. This approach combines educational best practices, vision development and generational theory, all of which are crucial for effective long-term planning and relevance assurance.
Steve is a senior fellow of the Da Vinci Institute of South Africa, Adjunct Professor in the University of Southern California’s Marshall School of Business, a Founding Director of the African Telecoms Institute, a member of the Communications and Creative Media Advisory Council, and an emeritus member of the Board of Trustees of Champlain College. He is also the Resident Director of the University of Southern California’s Executive Leadership and Advanced Management Programs and adjunct at Thunderbird University, the University of Vermont, Wharton School at the University of Pennsylvania, Emory University’s Goizueta Business School, Champlain College, and St. Michael’s College.
“At the end of the day, no organization will enjoy sustained success without a recognition of and commitment to its people.”
Nina Candido is a seasoned Talent, Organizational, and Leadership Development professional with over 20 years of experience helping individuals and organizations transform and grow.
Her approach connects organizational goals with business processes to build integrative programs and structures that foster development at every level.
Early success in business operations management gave her a broad and deep understanding of how to navigate competing priorities between individual and organizational needs. Drawing on that experience, she designs practical, people-centered solutions that drive measurable improvements in both organizational culture and financial performance.
Her graduate studies at Cornell University’s School of Industrial and Labor Relations strengthened her business acumen, and she holds certifications as a Project Management Professional (PMP) and Six Sigma Black Belt. Nina resides on Manhattan’s Upper East Side.
"In the ever-evolving landscape of sales, the role of a sales leader has never been more critical. Leadership Selling stands out by emphasizing the unique and transformative power of sales leadership in driving change, shaping culture, and fostering growth. This book addresses the essential strategies and unwavering commitment required from leadership to transform a sales organization into a truly customer-centric entity that consistently delivers successful outcomes. Having had the privilege of working closely with Joe for several years, I have witnessed firsthand the remarkable success of his approach."
“Working with Joe Candido early in my sales career has had a lasting impact. As a highly ambitious salesperson, I was focused on growth, but it was Joe who helped me realize the true power of storytelling in sales. His Leadership Selling approach was game-changing. By providing customers with valuable thought leadership relative to their business through storytelling, I quickly became a trusted advisor versus a seller, building relationships based on trust and credibility. This is the key to sales success, and I was able to significantly improve my client engagements as a result. Joe’s strategic focus on selling 'high and wide' also shaped the way I approach account planning. His teachings continue to influence my success today, and I highly recommend his expertise for anyone looking to elevate their sales strategy”
"Joe has done an outstanding job of identifying the underlying reasons why traditional selling in the modern business era no longer works. Your customers have never had more access to information, artificial intelligence, and social media, and this is only intensifying. As sales leaders, we must remain focused on building meaningful relationships with the people who care the most about moving their business forward and making sure our value propositions are relevant, meaningful, and customer-centric. Joe is the master at this!"
“As a sales professional with over 20 years of experience as a Sales VP, I can confidently say that Joe’s mentorship laid the foundation for my career. He taught me the key principles of sales and leadership that I’ve relied on throughout my journey. Leadership Selling is an invaluable roadmap for any sales leader looking to drive real and effective change in their organization. It equips leaders with the tools to shape their sales strategy, selling style, and culture, just as Joe did for me years ago.”
“As the VP of Sales - Enterprise and Public sector for a multinational ICT service provider, I worked with Joe over a series of years to transform our sales approach. He engaged our sales leaders and our sales professionals to move them from point solution selling to technical decision makers, to business outcomes-based selling at the executive level. Leadership Selling enabled us to build better client relationships, differentiate ourselves from the competition and offer solutions that addressed the needs and goals of our client’s executives. The bottom line was that implementing, supporting, and coaching our sales professionals in Leadership Selling enabled us to become more relevant and important to our client’s success, which drove our business success."
"Over the past 30 years, I’ve read lots of sales books and attended countless sales training programs. Nothing compares to Leadership Selling. Developing executive customer relationships and focusing on their business outcomes is the most effective approach to winning deals.”
“Business is highly competitive. Clients have lots of choices. Leadership Selling provides the most effective approach to winning deals through customer-centric, business outcome-based solutions that achieve the customer’s goals. Working with Joe to learn and apply these strategies and concepts has transformed how we recommend and secure business with our clients.”
“Over the past 20 years, I've had the privilege of learning from Joe, a true master in sales negotiation. He transformed my approach from viewing negotiation as an uncomfortable, overt event into embracing it as a way of life, where human interaction is negotiated with comfort and fluidity.”
“The greatest measurement of customer satisfaction is the likelihood to recommend (L2R) because it drives loyalty, repeat sales, and referral business. Joe’s strength in customer marketing and deep understanding of how important a superior customer experience is to businesses is core to Leadership Selling’s Support stage which ensures exceptional L2R scores and sales growth.”
“Joe shifted our sales approach from product-focused to helping our customers be more successful. We engaged our customers in conversations about industry trends, new ingredients, and unique formulas that gave them a competitive advantage. Over time, our customers saw us as trusted advisors who helped them succeed. It improved our customer relationships, revenue, and margins. The impact on our business was transformational.”
“Joe is the best sales strategist I have encountered in my 30+ year career. His approach to selling will improve every salesperson’s skill no matter how new or old one is to the profession. Leadership Selling captures his expertise, passion, and unique approach to sales.”
“Sales leaders often burden their teams with tools and reports that distract from selling and add little value. It should be the opposite. Joe understands this and implements tools that enhance sales performance while providing leadership with precise reports and actionable insights.”
“I’ve had the pleasure of working with Joe for the last 2-3 years. His coaching has helped me improve our sales strategy, organizational structure, and compensation model. He’s also helped instill a greater sense of confidence in my own abilities.”
“Be thankful sales is hard. If it were easy, it wouldn’t pay so well. Top sales leaders focus on what’s important, and nobody teaches the key sales practices better than Joe Candido.”
“Working alongside Joe Candido as a marketer, I witnessed firsthand his exceptional ability to bridge the gap between sales and marketing. Joe’s dedication to understanding and integrating customer-focused strategies into the sales process earned him the respect of both teams, fostering a holistic approach to successful launches. His visionary leadership encompasses sales, marketing, and customer-centricity, making him a true leader in the field.”
“I’ve worked with Joe over the past 25 years. He has an exceptional understanding of sales that sets him apart as a leader in the field. His deep knowledge of market dynamics, coupled with his ability to connect with clients on a personal level, makes him a true asset to any sales team. Joe's strategic insights and innovative approaches consistently drive results, and his commitment to understanding the unique needs of each customer ensures long-term success. Whether you're looking to grow your business or refine your sales strategy, Joe's expertise and dedication are invaluable.”
“Joe Candido is the first person I call when confronting a strategic leadership challenge. I have worked with him throughout my career, seeking his counsel on leadership, organizational strategy, structure, marketing, technology, and more. What sets Joe apart is his ability to integrate different aspects of leadership and attune his guidance to the person he’s serving.”
Our Track Record of Results and Recurring Clients Speaks for Itself
