Introduction.

Get a Grip.

1. Welcome to the Compulsion-to-Compare Planet.

2. Why Customers Search and Switch.

Get the Credit You’re Due.

3. Ace Your Buyer’s Worth-It Test.

4. Manage Perception Makers and Takers.

5. Be (and Stay) Damn Different.

Fortify Your Firewall.

6. Build Customer Trust.

7. Find and Grow Passionate-to-Serve Employees.

8. Look for Tamers That Teach.

Move On Now!.

9. Follow the 10 Day Starter Plan.

Notes.

Acknowledgments.

About the Author.

Index.