The Power of Why: Breaking Out In a Competitive Marketplace

Why do rivals keep winning deals when your own offering is at least as good? And why do customers who once trusted a brand suddenly walk away from it? C. Richard Weylman, a consultant and speaker who has spent years working with companies of many kinds, argues that the answer lies in how sellers think. Too many businesses talk about their awards, their longevity and their expertise, which means little to a buyer who is simply asking whether a supplier can fix a problem today. The book proposes a buyer-focused approach built on a clear, unconditional promise of the outcome a customer can expect, and it insists that this promise must run through every part of an organisation, not just appear in advertising. Drawing on practical methods tested with firms of all sizes, it offers readers a route to stronger performance in difficult markets.