Why Should I Choose You (in Seven Words or Less)?

How to answer the single most important question in business and life

Why should I choose you? That's the question every customer asks every single time he buys a car, picks a shampoo, or chooses a distributor, a brokerage house, an animal hospital or a hairbrush. Sometimes the question is spoken out loud; other times it's subliminal. But the fact is that every product, service or decision is a choice. And often it's a choice we make within seconds.

Ian Chamandy and Ken Aber understand just how essential that choice is. Their Toronto-based consulting firm, Blueprint, helps businesses define their specific promise—the one thing that sets them apart from every other organization that does more or less the same thing—in seven words or less.

Their blueprinting process has produced extraordinary results for organizations big and small, in all sorts of industries, in both the for profit and not-for-profit sectors, including construction firms, marketing/communications consultancies, boutique investment banks, and hospitals.

Combining combines practical steps with case examples, Why Should I Choose You (in Seven Words or Less) will: