Book Reviews

Creating Competitive Advantage By Jaynie L. Smith

Creating Competitive Advantage was published in April 2006 by Doubleday and hit Amazon’s best-sellers list within two months of being released. Jaynie Smith’s first book is in its 13th printing and still receives commendable reviews and praise. Select reviews are listed below.

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  • In Relevant Selling, the author clearly shows why it is very likely that there is much we do not know about our customers, and why what we do not know can quickly make our organizations irrelevant. Fortunately, she also provides many examples and strategies for how an organization can learn what truly is relevant to our customers and prospects, and how to retain that way. The leaders of any organization who want to do a better job selling their products or services can benefit from Smith’s (no relation) relevant insights.

    R. Bob Smith III
  • Jaynie Smith was extremely helpful in directing the executive team of Zurich Specialties in
    identifying and articulating our competitive advantages. She helped us get over a very big hurdle…

    Seraina Maag, Former President, Zurich Specialties, Zurich North America Insurance
  • Relevant Selling is cleverly practical and extraordinarily insightful. The straightforward style of Ms. Smith makes this invaluable book a must read for every business person.

    Seraina Maag
  • Jaynie Smith’s Relevant Selling is the perfect complement to her first book, Creating Competitive Advantage. She challenges you to think like your customer.

    Matthew R. Dionne
  • Thank you for your presentation at our conference… The comments from speakers, exhibitors and attendees were overwhelmingly positive. One letter summarized it up this way, ‘I would like to congratulate you both on an outstanding CME program. I have been practicing medicine for over 10 years and I have to rank it up there with one of the best.’ It takes a team of people to plan and execute such success. And, it takes a great roster of speakers delivering value that meets or exceeds attendee expectations in order to receive the kind of comments we are receiving.

    Jeffrey and Cher Zavick – Immuno Laboratories
  • Relevant Selling is a playbook for all times, all geographies, and all products and services. It is universal in its wisdom and makes that wisdom crystal clear.

    Richard A. D’Aveni
  • Jaynie Smith took great care in providing the critical information needed to help our members understand how to gain a competitive advantage. She is an excellent speaker and her presentation was extremely relevant.

    Rebecca L. Burgess, Director of Meetings & Conferences NAED
  • Jaynie’s presentation was one of the top-rated presentations at our meeting, both in terms of content value and presentation effectiveness.

    Kate Seward; Welsh, Carson, Anderson & Stowe 2014 Marketing Leadership Conference
  • 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
  • Outstanding! Jaynie L. Smith provided a memorable speech to the graduate business students by sharing her unique views on creating a competitive advantage, as well as her real industry experience. Ms. Smith encouraged students to relate to the topic by focusing on how they can create a competitive advantage for themselves when starting their careers. The students really appreciated her time and have come to understand the value in creating a competitive advantage!

    Catalina Victoria, President, Graduate Business Student Association Nova Southeastern University
  • 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 Neelemas
  • Presently one of the most influential books in the business world.

    BookJive.com
  • In a world where most and I mean MOST selling is irrelevant selling, Jaynie Smith’s Relevant Selling can mean the difference to you between profit and loss. My head is spinning with the wisdom in her book.

    Jay Conrad Levinson
  • Throughout my ‘athletic’ sales career, I have held positions with companies like Nike, Stride Rite and Sketchers before making my move to Puma. In all that time, I was never exposed to a training session like [Jaynie Smith] conducted for us on Friday. In that short time, your presentation truly made me think about how I pursued my business and through your suggestions and exercises, made me rethink/revise my ‘old ways’ of attacking / maintaining my customer base – Thank you!

    Brian Stark, Director of Sales – Computer Design and Integration, LLC
  • Jaynie’s presentation is dynamic and leaves you pondering “what is our Competitive Advantage” and what are my people selling? Clarity in messaging for our sales people has a greater opportunity to make a sale and deliver clear promises to our clients.

    Nancy Sharp, CEO – Food For Thought Enterprises