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 this highly readable book, Jaynie Smith makes a compelling case for why you’re almost certainly mistaken if you think that your company’s sales and marketing pitches are relevant to customers.

    Jim McElgunn
  • 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
  • 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
  • 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
  • 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
  • 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
  • Ninety percent of the information used in organizations is internally focused and only ten percent is about the outside environment. This is exactly backwards.

    Peter Drucker
  • 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
  • You helped out 34 people who were at the event in more ways than you can imagine. We all became better people that day. We all listened intently and are making great strides to change our marketing approaches. I even have my advertising company working with me now to create a questionnaire and get that in the hands of my clients… so that we do not become the commodity you clearly got through our brains.

    Susan V. Daywitt, CEO SLM Facility Solutions Nationwide
  • Having spent the morning at Jaynie’s presentation today at Newcastle, im so pleased i have at least 10 hours to calm down otherwise i would not sleep.
    I have never, ever received a presentation that has pricked so much inspiration. You mention the AHA moments, well, i found lots during your presentation. I cannot wait to purchase your books as I feel I can learn so much more. 25 years thinking i was good at my job only means after I read you books and indeed implement what you say will make better. I often read, “Who would you like to be stuck in a lift with”, my answer now is Jaynie Smith, i could listen to you for ever.

    Nick Megson, Commercial Director – Reprotec Uk Limited
  • A relevant competitive advantage gives buyers a reason to choose you over your competition.

    Jaynie L. Smith
  • If you don’t have a competitive advantage, don’t compete.

    Jack Welch
  • 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
  • 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