In this no-nonsense guide to beating the competition, Calloway, a branding and competitive positioning consultant with clients like BMW and IBM, offers hope to companies confronting a constantly changing and increasingly competitive marketplace. Success, he says, lies in distinguishing yourself from others and forging emotional connections with customers. Before you do anything else, Calloway says, you must answer the question, "Who are you?" unambiguously and with fervor. If your response is vague and uninspiring, Calloway predicts failure, since a lame answer signals lack of vision, focus and commitment, elements he considers essential just to be in the running.

An advocate of corporate language that reinforces company identity and motivates employees, Calloway shuns empty slogans and fashionable buzzwords. He snappily makes his point by asking what would have happened if Martin Luther King Jr. had proclaimed, "I Have a Strategic Plan" instead of "I Have a Dream." In no uncertain terms, he asserts companies must pay close attention to each customer and focus marketing on individuals, not abstract demographics. Anyone spacing out while Calloway exhorts innovation and hard work to connect with the customer base in ways that Starbucks, Southwest Airlines and others have will hop to when he has a hypothetical customer ask, "Why should I do business with you?" A company without a compelling answer, Calloway believes, will see the customer go elsewhere. But Calloway emphasizes triumph is possible with disciplined application and provides case studies, interviews and anecdotes illustrating successful approaches for earning customer loyalty and for setting businesses apart in their fields.

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Work Like You're Showing Off
The Joy, Jazz, and Kick of Being Better Tomorrow Than You Were Today

Showing off is a good thing. Showing off is a mindset. Showing off is about living life and doing work in a way that creates joy, jazz, and a kick in our lives and in the lives of those around us. This is a business book for almost everyone–from executives and managers to receptionists and sales clerks. Here’s the key: success is an inside job. After 26 years of studying and working with top performers, Joe Calloway shares the key factors in creating success–without pulling any punches. Work Like You’re Showing Off! isn’t for sissies; it’s a tough, realistic approach to getting the most out of life by giving more to others.

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Indispensable
How To Become The Company That Your Customers Can't Live Without

When products and services become interchangeable, price becomes the ultimate determinant for consumers. Indispensable shows businesses how to break out of that cycle by using The Five Drivers-a strategy that takes companies to the next level of performance. Renowned business consultant Joe Calloway looks at how real companies have made their product or service "mission critical," and satisfied customers in the process.

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