Defining your unique value promise. Why asking "Why?" will work for you ; What is the unique value promise? ; How consumers define and respond to your unique value promise
Six steps to breaking out in a competitive marketplace. Step one: the rules of engagement ; Step two: crafting your promise ; Step three: getting your organization on promise ; Step four: marketing your distinction ; Step five: advantage-based selling ; Step six: exceeding expectations in customer service ; Tales from the front lines.
