What separates certain professionals from the rest of the pack? Is it skill or knowledge? Expertise or seniority? Or is it simply charisma? Turns out, it’s none of the above. In her decade of research inside hundreds of companies, Sally Hogshead discovered a new trend. High-performers communicate differently and the most valued professionals consciously decide to over-deliver in select ways. As a result, they become difficult to replace, because they emphasize their natural traits. They earn advocates in the workplace and customer base, and become irreplaceable. In the case of entrepreneurs, they remain in demand even after raising fees and prices. Just as the most successful brands differentiate themselves, so do the most successful people. According to the Carnegie Institute of Technology, 85% of financial success is due to your personality, ability to communicate, negotiate, and lead. Shockingly, only 15% is due to technical knowledge. Increased competition and decreased attention spans make it harder than ever to stand out and win. It’s not enough to be the best, if nobody knows you’re there. But when you apply your most authentic and naturally fascinating traits, the world sees you at your best and you're recognized for your accomplishments.