What is Smart Advantage?

Differentiating Companies with Relevant Competitive Advantages


Smart Advantage is the only sales, marketing and management consultancy focused exclusively on identifying and communicating the most important element of successful competition - your measured competitive advantage - from your customer’s perspective. Why from the customer perspective? Because if your customer’s don't value your differentiators, then they are not relevant.


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Why Smart Advantage?

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  • “Having spent the morning at the Vistage presentation today at Newcastle, im so pleased i have at least 10 hours to calm down otherwise i would not sleep.
    I have never, ever received a presentation that has pricked so much inspiration. You mention the AHA moments, well, i found lots during your presentation. I cannot wait to purchase your books as i feel i can learn so much more. 25 years thinking i was good at my job only means after i read you books and indeed implement what you say will make better. I often read, “Who would you like to be stuck in a lift with”, my answer now is Jaynie Smith, i could listen to you for ever.”

    Nick Megson, Commercial Director

News & Announcements

  • How do you listen to your customers? How you do it matters….

    posted on February 1st, 2018 | Blog

    In asking thousands of CEO’s of small, medium sized businesses, “do you invest in good solid customer research?”, I am astounded to learn that less than 5% have done so.  Then when I ask the 5% for more details as to what they learned from their study, I often find that they, in fact, did read more

  • Lyft vs. Uber, both giving up competitive advantages!

    posted on December 9th, 2017 | Blog

    When Uber first came on the scene, it was a big hit with consumers and a disruptor to the taxi and rental car companies. I personally use them on nearly 100% of my business trips. Uber grew at a staggering pace until they got multiple bad headlines.   Around that time, I became aware of read more

  • How Resistance to Change Kills

    posted on October 12th, 2017 | Blog

    I confess, I was eavesdropping on my plane seatmate’s PowerPoint for a minute or two and saw this quote: “Branding is out, Results are in!” I so wanted to applaud and interrupt him but he was dug in on his work. I don’t know if it was his original quote or from another source but read more