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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  • 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’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 Enterprisesss
  • 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
  • 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
  • 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
  • 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.

    Alan Goodin, Executive Director, Kellen Company – EANYC Harvard Club
  • 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
  • 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
  • Jaynie’s presentation was one of the top-rated presentations at our meeting, both in terms on content value and presentation effectiveness

    Kate Seward, Senior Director of Program Management – Welsh, Carson, Anderson & Stowe (WCAS)
  • 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.

    Mary Ann Tournoux
  • 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
  • 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
  • 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
  • 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