Why Should I Choose You (In Seven Words Or Less)? by Ian ChamandyWhy Should I Choose You (In Seven Words Or Less)? by Ian Chamandy

Why Should I Choose You (In Seven Words Or Less)?

byIan Chamandy, Ken Aber

Hardcover | April 7, 2015

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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:

  • give you confidence you never had before to lead into a bold new future
  • make your employees more innovative and creative
  • reveal revenue streams you never knew existed
  • give your employees a newfound sense of purpose that motivates them to contribute at a higher level
  • and help you sell faster and more easily because you will inspire, rather than try to convince, customers to buy

IAN CHAMANDYco-founded and spent fifteen years running YOUtv, a company that developed, sold and managed format licences and marketing programs for broadcasters around the world. In this capacity, Ian created branding, marketing and sales strategies for national broadcasters and local TV stations including CBS, Fox, Post-Newsweek and M...
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Title:Why Should I Choose You (In Seven Words Or Less)?Format:HardcoverDimensions:272 pages, 8.5 × 5.5 × 0.93 inPublished:April 7, 2015Publisher:HarperCollinsLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1443436399

ISBN - 13:9781443436397

Reviews

Rated 5 out of 5 by from Find your Unique Business Identity As a business owner, aren't we all trying to be Unique. But what makes my business different from all of my competitors? This book will help shed some light on not just features and benefits....but core distinction. If you want to stand out in the crowd, its a must read.
Date published: 2016-11-23
Rated 5 out of 5 by from Excellent resource! What I really liked about this book is the clarity it creates for a company about who it is and where it is going. There are many, many case studies in “Why should I choose you?”, and I loved how the "secret sauce" of each company was determined, articulated and supported in the core story. The authors demonstrated how every core proposition was unique to the company and how it was backed up with the unique way in which the company ran its business. It is interesting to look at companies now that I come into contact with because I can see that there is something special about them but they have no idea what that is, how to use it to drive the business, and how to market and sell what they do. This problem is an epidemic! “Why should I choose you?” explains why and how to not fall into the trap.
Date published: 2015-10-19
Rated 5 out of 5 by from One of the best Business resource books I read this year. “Why should I choose you?” - I was impressed that the Core Proposition (your seven words or less) - makes the discussion of critical issues, and confirming resolutions, much easier. It is based on the premise that everybody understands and invests in making these decisions. The Core Proposition becomes the guideline that everybody uses to base their support for - or dispute - the ideas presented. It provides efficiency and enhances the discussion of critical issues, and eliminates extraneous conversation, because there is an objective measure to ensure it is the best cours of action for the organization.
Date published: 2015-10-18
Rated 5 out of 5 by from Can everyone in your firm answer this simple Question? If NOT - your need to read this now! Here is a critical read for anyone who runs an organisation, business unit, division, or non-profit. A vital aspect of branding and winning in the market is the ability to quickly define what you do. Ian Chamandy and Ken Aber challenge both the reader, and leaders of organisations to answer the simple and most powerful question of "Why should I choose you?" and tell me in 7 words. If you can't do that - then get back to the drawing board, brainstorming sessions, and meeting rooms - and figure it out! It sounds easy, but as a marketer - it is intensely difficult to bring your organisations essence down to answering the question of what makes you unique, and boiling it all down to one simple short sentence. The authors make a compelling case that by doing so is a journey to working out what your core organisations true essence is, and how that helps drive clarity among employees, leadership, and customers. This clarity is vital to fostering employee engagement - and ultimately well serviced clients. In an age of rampant employee disengagement Chamandy and Aber point out that, "Only 23% of people who work for an organisation that doesn't have a sense of purpose feel like the workforce is fully engaged" (p.167). Why should I choose you? - does a great job of providing various real-world examples of organisations that have taken this journey of self-discovery... and have prospered. These examples stepped through some of the challenges - including the need to step back and deeply think about whether a first or even second stab at one's core essence in a seven word phrase - is the right one. I am always fond of practical books leading to recommendations, and steps that can be used in my own organisations, and I felt that Chamandy and Aber achieve it in their book. I specifically found Appendix 1 to be particularly useful - as a simple clarity check survey. This is a quick way to get feedback on whether you have achieved getting down to your organisation's core essence... and whether it resonate (with customer, with employees, with your leadership). All told - this is both an excellent read, and challenges you to figure out a very simple question - that every employee should be able to instantly answer. If they can't then you have some work and reading to do. Highly recommended!
Date published: 2015-07-06
Rated 5 out of 5 by from A Valuable Resource for Business I purchased this as a foray into the business book field and found it to be an excellent resource and very easy for a non-business degree holder to read and understand. The book follows twelve case study examples of small and large businesses and their implementations of the "Blueprint™" schematic, and Chamandy and Aber's Core concepts. Easily understood and adopted, the authors competently walk the reader through their Blueprint™ and prove its viability as a guideline to businesses who need to "adapt quickly"(pg 3.) while staying true to their corporate identity. Which businesses do not need a plan to help them steer around competitors, innovate, attract new business and retain valuable employees? I would strongly recommend this to business leaders, aspiring CEO's and anyone interested in reading about marketing a business consistently through traditional and new media outlets where the message and the deliverables need to be consistent.
Date published: 2015-05-06