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<p><b>The fundamental goal of any <i>business</i> is to be different</b>—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.</p><p><b>The fundamental goal of any <i>individual</i> is to be different</b>—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.</p><p><b>This book teaches how to be different.</b></p><p>It is based on personal experience serving in the trenches as a CEO as well as a director on public, private and nonprofit boards.</p>