On a daily basis, I confronted the world’s toughest negotiators. No, not clients. My kids! Especially when they were younger. They were relentless. Aggressive. And didn’t know the meaning of “No!” To them, “no” simply set the stage for dialogue.

Therefore, I learned a powerful response to their constant queries of “Why?” So when they asked, “Why?”…I conditioned myself to exclaim, “Because.”

It was simple. Direct. And a momentary stop-gap.

However, “because” is two syllables and it took too long to repeatedly utter. Therefore, with extensive training, I developed the ability to answer the frequent “Why?” questions with only one syllable, “Caus.” (Pronounced: cuz.)

They asked, “Why?” I declared, “Caus!”

And I realized, wouldn’t this be a wonderful retort to a prospect, who wonders, “Why should we use you?” And all you need to confidently respond with, is “Caus.”

Here’s what I mean.

What if “Caus” stood for:





And that’s exactly what you deliver.

CAUS meaning:

Constant: on-going, all-the-time, non-stop.

Awesome: phenomenal, incredible, extraordinary.

Unduplicatable: can’t be copied, unique, one-of-a-kind.

Supremacy: highest quality, superior, the ultimate.

When you offer the marketplace constant, awesome, unduplicatable supremacy, your customers benefit. They tell the world. And you profit. Big time!

Here’s a simple example of “CAUS” in action. As you may know, in the Chicagoland area, “the hot dog” is considered haute cuisine. And one of the best places to devour this Chicago tradition, is at the Superdawg Drive-In.


Superdawg is literally a nostalgic throw-back to the 1950s. Car-hops attach a tray to your car window stacked high with snap when you bite ‘em Superdawgs™, hot and crispy Superfries™ and thick and rich Supershakes™.

And the Superdawg receipt boldly declares:

“Our family has been thrilling customers with superfood and friendly service  since 1948.”

Wow! How’s that for a “CAUS” declaration!?

My wife and I even stopped for a Superdawg one night, after a wedding. The parking lot was full, yet we were the only ones in a formal gown and a tuxedo. (I was in the tux!)

So how can you create, constant, awesome, unduplicatable, supremacy with:

– your products

– your services

– your promotional literature

– your website

– your correspondence

– your telephone reception/greeting

– your delivery

– your culture

– your image

– your phone contact

– your packaging

– your merchandising

– your relationships

– your strategic alliances

– your people

And most important…

– with YOU

Oh, when you’re in Chicago and would like to witness and taste “constant, awesome, unduplicatable, supremacy” at Superdawg, call me. Lunch is my treat!


Jeff is a Hall of Fame speaker, best selling author, success coach, broadcaster and lawyer. His clients call him a “business-growth specialist.” If you hire speakers, please contact Sheryl Kantor at: 847.998.0688 or [email protected]. And visit jeffblackman.com to learn more about his other business-growth tools and to subscribe to Jeff’s FREE e-letter, The Results Report. Jeff’s Amazon bestselling books include; Stop Whining! Start Selling!, the 5th edition of Peak Your Profits and the recently published, (December, 2022), BULLSEYE! Hitting Your Targets at Home and at Work, which became a best seller within four days of its release. You can also stay connected with Jeff via Facebook, LinkedIn and Twitter: @BlackmanResults

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