Jim McElgunn. Interview Topic: Define your true competitive differentiator

Jim McElgunn, of Chances are you’re marketing benefits your customers don’t really care about. Here’s how to define your true competitive differentiator Jaynie Smith, Smart Advantage Inc. Competitive-advantage specialist Jaynie Smith has a blunt message for business owners: whatever your sales messages focus on, it’s almost certainly not what your customers care most about. …
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Entrepreneur Magazine: Your Wish is My Command

Entrepreneur magazine interviews Jaynie Smith to find out what determines consumer buying criteria. When you’re trying to figure out what a customer wants, turns out the customer really is always right!