The economic and political strength and the standard of living that the western world now takes for granted have been built on our ability to do three things extremely well. First, we have created and endless stream of innovative products and services. Second, we have produced and delivered them with world-class efficiency. And, third, we have created powerful brand names that have a relationship and emotional connection with their target consumers.

Whatever you sell, whether you're large or small, you want your target customers to prefer you and to go out of their way to do business with you. But why on earth should they? What extraordinary things are you prepared to do to deserve their business?  What's the unexpected factor in your business that absolutely delights first-timers, turns them into fans and gets them telling others and coming back for more? What has never been done before that would give you an "unfair" competitive advantage?

At one time, a number of industry experts said that by the year 2000 human sales people would be obsolete. Technology would take over the role of the professional furniture sales representative. With the advent and increasing popularity of the Internet and smart phones, the consumer would have instant communication with the retailer or the factory or both. No longer would the ‘rep' be needed to physically go to the store, order pad in hand, to write up the sale.