What makes you stand out? In a world filled-with good choices, why should your prospective clients choose you over the competition? In short, it comes down to answering one question: "why should I choose you?" The best answer wins. But there's a catch: prospects start answering that question on your behalf from the moment they become aware of your existence. This book will show you how to establish yourself as that "best choice" from the onset, dramatically shortening your sales cycle and virtually guaranteeing the sale every time. In this practical, step-by-step guide, author Mark Harari tackles the intimidating subject of market differentiation with great approachability, a sense of fun, and a uniqueness that helps you hone and focus your business for maximum potential. Whether you compete in a market saturated with similar service companies, or with franchises and corporations thousands of times your size, Lobster on a Cheese Plate will give the tools you need to take them on... and win. Through the author's real-world examples, interactive exercises, and free resources available for download, you will come away with actionable knowledge and a firm plan for dominating your market.