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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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.
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Ninety percent of the information used in organizations is internally focused and only ten percent is about the outside environment. This is exactly backwards.
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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.
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Jaynie Smith’s Relevant Selling is the perfect complement to her first book, Creating Competitive Advantage. She challenges you to think like your customer.
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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 activity forced us to realize that what our customers think is truly our ‘reality’ – and we need to meet their expectations regardless of whether we agree with them or not. I have found this 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 leadership toward making changes based on the results of Jaynie’s work.
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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.
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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.
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Smith’s elegant little book should be mandatory reading for all entrepreneurs.
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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.
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Jaynie was articulate, focused and gave high level advice to over 100 New York City CEOs. The audience stayed engaged and interacted throughout the entire presentation. It was impactful and all walked away with tangible action items that could add value to every company, if implemented.
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If you don’t have a competitive advantage, don’t compete.
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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… -
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.
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Jaynie’s presentation was one of the top-rated presentations at our meeting, both in terms on content value and presentation effectiveness
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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!
