by Kristen Luke challenges the traditional notion of striving to be the "best" in the financial services industry and instead encourages financial advisors to become "uncomparable" by owning a niche and establishing themselves as an expert in solving one problem for one type of client. In this book, Luke argues that being better than the competition is not enough because it leaves you vulnerable to being surpassed by competitors who could offer an additional service or a slightly superior approach. In contrast, by positioning yourself as unique and focusing on developing and promoting your expertise to a narrow set of clients, you become uncomparable and stand out as a leader in your space. This book offers practical advice to help you identify your niche and build your marketing strategy to attract your ideal clientele. With a refreshing perspective on business differentiation and actionable steps for standing out in a crowded marketplace, will allow you to find your path to marketing success.