Dr. Dorriah Rogers, CEO of Paradyne Consulting Works, shares her last twelve years of consulting and research for numerous Fortune 100 and 500 companies, large government entities and the U.S. military in her book Decide to Profit: 9 Steps to a Better Bottom Line. This book is the result of discussions and intensive problem-solving with thousands of employees, managers and executives experiencing an inability to tie innovation and growth to bottom-line profit; where due to market pressure for growth, managers found themselves pushing decision-making to the lowest levels of the organization, and companies were finding themselves in need of a tool to ensure that these decisions were executed in a safe and profitable way. In other words, as their organizations grew, net margin and productivity began to erode, and a solution was required.

Decide to Profit provides a step-by-step guide for organizations to
connect all ideas and decisions that affect change to the financial
goals of the company.


Employees will have a clear systematic process that links decisions to the financial performance of their organization. Managers will have a ready tool to shape their organizational culture and business outcomes. With this process, both leaders and employees can adapt to increasingly tough competition and excel within their ever-changing markets, while ultimately maintaining or growing net profit. The 9 Step process has been vetted and implemented within some of the largest and most complex projects and organizations across North America, and it works.

Each of the 9 Steps shows you how to avoid common decision-making mistakes, provides checklists and tools to foster a creative and idea-driven culture within organizations, and includes easy-to-understand and implement guidelines to ensure a financially sound future. The nine chapters chronologically and systematically outline each of the steps and its application, and include checklists, critical questions, and easy-to-use forms for managers and employees. Embedded within each step are checks and balances and a process for accountability, so that managers and employees can remain in sync in both their thinking and actions.


Decide to Profit: 9 Steps to a Better Bottom Line
Dorriah L. Rogers. SelectBooks, $22.95 (240p) ISBN 978-1-5907-9427-2
In this practical and intuitive management guide, Rogers, a business consultant, introduces nine steps business leaders and employees can follow to improve performance. These steps, such as “identify bottlenecks” and “sustain a culture of continuous improvement,” are meant to be followed in order, each serving a specific purpose and linked to the preceding and following steps. Within each step are “accountability mechanisms,” such as checklists, to ensure employees follow the specific step’s provisions. Following these steps, she states, can improve a company’s fortunes by allowing leaders to combine different approaches, such as growing an existing business or changing a company’s direction, into a single integrated model that can be tracked, measured, and quantified. Rogers’s suggestions address essential issues such as identifying problems that need to be fixed, hiring the right people, setting goals, and more. With a proven track record across a number of industries, Rogers offers an effective way for employees at every level to be involved in an organization’s success and improve the bottom line. (June)
– Publishers Weekly

“This is far more than a helpful and illuminating book on how to build a successful business. With the cold precision of a skilled medical examiner, Dorriah Rogers has performed autopsies on thriving companies and on struggling companies, she has dug into their innards, and from her findings she has brought forth a crystal clear operations manual, showing how to diagnose the hidden ailments of a business organism, how to heal them, and how to bring that organism into radiant health. Flat-out brilliant, A to Z!”
— Paul Chutkow, author of Visa, The Power of An Idea, Reaching For The Stars,
The Making of Constellation Brands, and other major business books..

“Leave it to Dorriah to take a challenging concept and turn it into something simple and straightforward.
Every CEO will benefit from reading this.”
Jeanne M. Kuttel, P.E., Chief, Division of Engineering, California Department of Water Resources

“Decide to Profit correctly identifies key elements of not just process optimization, but also management and leadership in general. The expert loop is a great insight, but so are the role of leaders and teams in decision making to name just a few perceptive points. The clear, real world examples describe and put into a usable framework behaviors that I easily recognize from my experience with many rapid-growth companies. Decide to Profit is a key addition to my short-list of business books.”
Karl Maier, Business Advisory, Doeren Mayhew

“Dorriah’s simple, process-oriented approach will increase profitability and develop a dynamite culture of continuous improvement for you and your firm. Making money makes sense to me.”
Mike Moore, Alliance Manager, R&D, Dexcom, Inc.

“No matter your business, industry or project, whether government or private sector, every organization stands to improve productivity and project success utilizing these 9 steps. I have worked with Dr. Rogers for several years on multiple projects and have seen these principles in action. In short, they work.”
Tracy Addis, Naval Facilities Engineering Command Southwest

“9 Steps to a Better Bottom Line” is a gem. For our niche arts non-profit I found Dorriah’s approach to be effective and clear, with corporate and structural principles that translated extremely well to our field of business. At the core of her work is Dorriah’s key understanding of people, the importance of the team, and the nuances of strategy and goal-oriented progress. I would recommend this book to anyone in a leadership position regardless of their field or area of business.
Alexander Tseitlin, President and CEO, Eleos Music

“Dorriah Rogers has assembled her intellectual knowledge base, years of experience with numerous companies, and practical experience into this book. The 9 steps will give you and your company the tools and roadmap to more effectively reach better profit goals.”
Vern Kuehn, Executive Vice President at AECOM Engineering Company.

“An engineering position at a Fortune 250 company revealed to me that the field is a fiery incubator of innovation. An incubator lacking the appropriate vehicle for sifting and communicating ideas to anyone who could foster them. 9-Steps is that vehicle. It takes the employee from ideation to either implementation or truly understanding what the concept was missing. Now, as an executive of a technology-based company, I appreciate the importance of 9-Steps from the other side of the court. It’s a tool that delivers the best and educates the rest.”
Garret Autry, Chief Technology Officer, Autry Industrial

“Dorriah has put together a book/tool that is simple, understandable and had hits the nail on the head for dealing with direction in a construction company. I also believe this process can be used to deal with almost every major problem/issue we, in the construction industry, face daily.”
Ron Fedrick, Chairman and CEO, Nova Group, Inc.

“We were the fortunate ones, we met Dorriah Rogers at the height of the construction business in our part of North America. I only wished I had met her two years earlier. This book works if you apply it as she suggests, no short cuts and you will succeed. It takes a good market to make a good company, but if you apply Dorriah’s message, you can become a great company.”
Greg Dixon, Deputy Division Manager and Senior VP (ret), Kiewit Corporation

While Decide to Profit was designed to be an inclusive guide for organizations seeking to improve their bottom line, Paradyne is also positioned to help in any way. Our consultants are available to speak to you by phone or visit as needed to help customize the 9 steps to your organization, to implement each of the 9 steps in progression, and to otherwise work with you and your team to improve your ultimate outcome: profit.

We have specialists in continuous improvement, productivity improvement, team building, innovation and brainstorming processes. We have stand-alone training that applies to each of the steps, as well as an intimate knowledge of what works and what does not depending upon your industry and market. We can also work with your teams to customize the 9 Step forms, develop appropriate metrics and work with both employees and management to determine and implement system improvements.

Dr. Rogers is also available as a keynote speaker upon request. For further information please email us at

Joanna DeGeneres Photography


DORRIAH ROGERS began her career in the engineering and advanced technology industry in the late 1990s. She founded her consulting firm in 2003, and brings almost 20 years of unique experience providing guidance to numerous Fortune 100 and 500 organizations throughout North America.

She specializes in identifying and solving issues
affecting efficiency, productivity and profitability.

Dr. Rogers approaches her clients strategically, with an eye toward management and project team efficacy, productivity and efficiency of operations, and financial streamlining. Her client base includes a who’s who of Fortune 100 organizations, as well as the Department of Defense, U.S. Navy, U.S. Army Corps of Engineers, and other large government entities. As CEO of Paradyne Consulting Works, LLC, she has led her team in the areas of productivity and process improvement, strategic business planning, operational streamlining, profitability, and organizational change management. Executives find her insightful, candid, operationally savvy and a highly effective leader. She has earned the nickname “The Fixer” and has worked with many of her clients for more than a decade.

Prior to founding Paradyne Consulting Works, Dr. Rogers served as Chief Executive Officer, President and Chief Operating Officer for both private and publicly traded companies in the engineering, advanced technology and consulting fields. Her experience as an entrepreneur, technologist and executive has given her a unique and broad perspective from the ground up.

Dr. Rogers holds a PhD from the Graduate Group in Ecology, Institute of Transportation Studies from the University of California, Davis. She was appointed to the Ambassador’s Club for the Society of Automotive Engineers, holds a patent for an emissions reduction technology, and also served on the National Academy of Science Transportation Research Board. She served as part-time faculty at California State University Channel Islands, where she taught Business Operations. Dr. Rogers has been named Entrepreneur of the Year and was nominated for Women Making a Difference, an award issued by the Los Angeles Business Journal in honor of women of outstanding achievement in the business community.