Sales is the oxygen of every organization, whether it be a company, charity or not-for-profit. So it logically follows that "Why should I choose you?" is the single most important question an organization must answer in order to survive and thrive. This book describes a process over 400 leaders have used to define the ONE thing, at their core, that makes them uniquely remarkable–in 7 words or less. This short expression of your organization's root value does a number of critical things for you:

1. It provides a clear, concise, compelling and differentiated answer to the question "Why should I choose you?"

2. It guides every organizational decision you make and every action you take, including corporate structure, product/service development and delivery, and the design of a culture that will stand behind and enthusiastically support your strategy.

3. It enables you to create a strategic narrative for the organization that captures its FULL value and guides everything is says (branding, marketing, sales, and employee, board, investor and government relations).

Can you identify what makes you uniquely remarkable? Can you distill it down to 7 words or less to make it easy to understand, easy to remember and easy to repeat? When you can, this book describes–with plenty of case studies as proof–not just how sales come faster and easier, you will also see how it:

• Inspires your people to perform at a higher level

• Galvanizes your senior leadership team and board behind the strategic plan like they never have before

• Makes your organization's culture a magnet for the best talent

• Helps you discover new opportunities for revenue you couldn't see before

Listen to this book if you agree that the one thing, at your core, that makes your organization uniquely remarkable is its single most important strategic asset.