Every day your clients, superiors, and colleagues must decide to whom they will entrust certain tasks. We constantly and mutually judge others’ respective capabilities, although we usually have no idea on what to base those judgments. Despite all this, “competence” continues to be regarded as the decisive factor for evaluating performance and making decisions regarding hiring, promotions, the entrusting of tasks, and, of course, compensation.

The good news is that even when the services and products your competitors and you are offering resemble one another, it is still possible to differentiate yourself and convince others of your abilities. That is what this book is all about: explaining how to achieve an inexplicable advantage ...

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