The fundamental goal of any business is to be different-to be
better than those with whom it is competing. Every company should
be on a journey to be the preferred provider of products or
services to its markets by offering a great customer/client
experience. A preferred provider is the company that customers and
clients preferentially want to do business with, and often can
charge a premium for what they provide. The fundamental goal of any
individual is to be different-to be better than those with whom
they are competing for that next job, whether internally or
externally at a new company. Their goal is to demonstrate to the
hiring manager that they are the best choice for that position.
This book teaches how to be different. It is based on personal
experience serving in the trenches as a CEO as well as a director
on public, private and nonprofit boards.
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