People get caught up in making sure the resume has the right code words, they forget that the resume is their marketing tool. If all they include are their responsibilities and scope of the job, they become like everyone else who has worked in that job. We start by focusing on their core values and character traits. Believe it or not, this is quite difficult for many as they are out of touch with who they are and what they stand for. It's quite an awakening for some. Then we work on using the words that show how and why they are unique.