Creating Competitive Advantage

By Jaynie L. Smith
Doubleday, 2006

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Hailed as “One of the most influential books in the business world”
by bookjive.com

“Compelling! The clarity in which Jaynie presents her message is particularly valuable. Finding and using your competitive advantage is the key to not only survival but more importantly, profitable survival."
Chuck Lillis, former CEO, Media One Group

“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 Advantage is a must-have for any CEO's library."
David Neeleman, former CEO, Jetblue Airways

“I found Jaynie Smith's book to be very informative and practical. It inspired me to DO something, rather than just contemplate theory. That is why I called her to engage an activity for our company. We so often talk about what we do right - why we are special - but it is generally from our own internal perspective. This activitiy forced us to realize that what our customers think is truly our 'reality' - and we exercise to be incredibly helpful in explaining a 'marketing' concept to the rest of my company. I am very pleased with the tremendous support and effort I have seen from all departments and leadershop toward making changes based on the results of Jaynie's work."
Mary Ann Tournoux,  VP Sales/Marketing, Health Alliance Medical Plans

“Smith's elegant little book ought to be mandatory reading for all entrepreneurs."
Richard Pachter, Miami Herald