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.