Recognized Before Recommended
How businesses get found, understood, and chosen when AI gives the answer.
About the book →
Entrepreneur · Business builder · Author
Dean Jessop
Explaining emerging business change before it becomes ordinary.
About the author
A lifelong eye on what changes next.
Years ago, while introducing Dean Jessop onstage, a close friend described him as somebody who sees changes that may or may not become the norm and tries to help people understand them early. The words stayed with him because they describe the thread running through much of his business life.
Dean is an entrepreneur, business builder, founder and CEO of IRefer Club, and the author of Bitcoin Building Blocks and The Great Morph. Through his work with small businesses, he developed Retrieval Engine Guidance (REG) and the Recognized Before Recommended (RBR) principle.
His experience spans early networked computing, digital assets, blockchain, entrepreneurship, and the changing way customers discover businesses. He has spoken at World CryptoCon, the BC Blockchain Summit, Blockchain Futurist, and other events across Canada and internationally.
Recognized Before Recommended continues his work of explaining emerging business change in language ordinary owners can use. Dean lives in Ontario, Canada, where he continues to build, write, speak, and explain emerging change before it becomes ordinary.
Dean’s work
- Founder and CEO, IRefer Club
- Developer of RBR and REG
- Author and international speaker
- Based in Ontario, Canada
Books by Dean Jessop
Ideas at the edge of change.
The Great Morph
A book and companion website exploring a larger shift in business, technology, and how customers move from finding to choosing.
Visit The Great Morph →Bitcoin Building Blocks
Dean’s earlier work bringing the foundations of Bitcoin and digital assets into practical, understandable language.
IRefer Club
Dean’s work with business owners informs the questions at the centre of RBR: how is a real business identified, how is public trust connected, and what happens when a customer asks for an answer?
Recognized Before Recommended at IRefer →Bold Quill Publishing
Recognized Before Recommended is published by Bold Quill Publishing.
Visit the publisher →Read Dean’s newest book.
A practical guide to the new front door of business.