"If every instinct you have is wrong, then the opposite would have to be right." -Jerry Seinfeld

Turns out a line from a classic Seinfeld episode inspires a surprisingly serious question: What if the most effective ways to build credibility, influence others, and win work with ease are often the opposite of what conventional business wisdom teaches, what your baser instincts advise, or both?

This book distills decades of experience building trust-based relationships into 17 unconventional principles for those who want to stand apart from the crowd.

The payoff? More trust, bigger impact, and no-kidding client loyalty.

Relationships that make a difference. Results that last.