Different: Escaping the Competitive HerdWhat if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition? In today’s world of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options. Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule. |
From inside the book
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Page viii
... become almost too proficient , in the same way that a well - oiled produc- tion system can be scarily proficient at churning out one perfectly identical clone after another . I may be a business academic , but I am also a citi- zen , a ...
... become almost too proficient , in the same way that a well - oiled produc- tion system can be scarily proficient at churning out one perfectly identical clone after another . I may be a business academic , but I am also a citi- zen , a ...
Page 5
... become problematic . Because this is when it can require a category expert - a connoisseur- negotiate the category with any kind of ease . to In many ways , product connoisseurship can be com- pared to language . It belongs to that ...
... become problematic . Because this is when it can require a category expert - a connoisseur- negotiate the category with any kind of ease . to In many ways , product connoisseurship can be com- pared to language . It belongs to that ...
Page 6
... become a chef , for example , your education would have to include not only learning how to cook but learning how to make fine distinctions between this type of cooking utensil and that type of cooking utensil , between this type of ...
... become a chef , for example , your education would have to include not only learning how to cook but learning how to make fine distinctions between this type of cooking utensil and that type of cooking utensil , between this type of ...
Page 7
... become too incremental for even category devotees to appre- ciate anymore . A lover of language may delight in syn- onyms , but it's hard for anyone to see the point in a hundred different ways to say the word " blue . " We can all ...
... become too incremental for even category devotees to appre- ciate anymore . A lover of language may delight in syn- onyms , but it's hard for anyone to see the point in a hundred different ways to say the word " blue . " We can all ...
Page 10
... become part of our modern business reflex . And because these wisdoms have become congenital almost , when they are called into question , we tend to be not just defensive , but dismissive . When basketball installed the twenty - four ...
... become part of our modern business reflex . And because these wisdoms have become congenital almost , when they are called into question , we tend to be not just defensive , but dismissive . When basketball installed the twenty - four ...
Contents
| 1 | |
| 19 | |
reversal | 107 |
breakaway | 128 |
hostility | 153 |
difference | 179 |
The Human Touch reflection | 203 |
addendum | 233 |
acknowledgments | 257 |
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Common terms and phrases
able addendum advertising AIBO Alessi augmentation augmentation-by-multiplication Bathing Ape become behavior benefits Benetton Birkenstock brand loyalty breakaway brands campaign cate cereal Cirque du Soleil Coke comes commitment competitive competitors consumers consumption create customers diaper Different differentiation easy experience Facebook feel firm Florie's folks furniture going Google gory Häagen-Dazs happen Harley Harvard Business School herd Hollister homepage hostile brands hyper-mature idea brands IKEA In-N-Out Burger industry introduced JetBlue kids Kimberly-Clark kind launch living look market research Marmite means metric MINI MINI Cooper never Nicolas Hayek offer play positioning product category product marketers Pull-Ups Red Bull reverse brands robot School Case Study segment sion somehow someone Sony story strategy sumers Swatch tell tend things tion tive value proposition watch wear What's words YOUNGME MOON