Creating Competitive Advantage: Give Customers a Reason to Choose You Over Your Competitors
"So many companies think that differentiation is the key to success.  It isn't. The key is knowing how to articulate what's different or better about your product.Creating Competitive Advantageis a must-have for any CEO's library."-- David Neeleman, CEO, JetBlue Airways"Jaynie Smith presents you with the most valuable marketing edge you can ever have -- and it won't cost you one cent… Just be sure that you unleash it before your competitors do… The sooner you read [Creating Competitive Advantage], the sooner you'll profit from it."-- Jay Conrad Levinson, author ofGuerrilla Marketing"Any book that tells you how to be different from your competitors is worth reading. It's what good strategy is all about. Creating Competitive Advantage is just such a book."-- Jack Trout, author ofTrout on Strategy“With engaging writing, telling insights, and inescapable logic, Jaynie Smith shows us howCreating Competitive Advantageis key to a successful business.”-- Robert B. Cialdini, author ofInfluence: Science & Practice“Creating Competitive Advantageis a weapon every business person needs in their arsenal to survive in today’s tough world.”–Jack Stack, President & CEO, SRC Holdings Corp., author ofThe Great Game of BusinessJaynie Smith’s experience as an advisor to scores of CEO’s has been distilled in this comprehensive look at sound competitive strategies. It’s back to the basics, an exercise every business needs to revisit!”-- Clark Johnson, former CEO, Pier I Imports"Compelling! The clarity with which Jaynie Smith presents her message is particularly valuable because the concept is, among business leaders, frequently discussed but often understood only superficially.  Finding and using your advantage is the key to not only survival but more importantly, attractively profitable survival. Should be required reading for business leaders."— Chuck Lillis, former CEO, MediaOne