Different: Escaping the Competitive Herd [NOOK Book]

Overview

Why trying to be the best … competing like crazy … makes you mediocre

Every few years a book—through a combination of the author’s unique voice, storytelling ability, wit, and insight—simply breaks the mold. Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is another.
 
Now comes Youngme Moon’s Different, a book ...
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Different: Escaping the Competitive Herd

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Overview

Why trying to be the best … competing like crazy … makes you mediocre

Every few years a book—through a combination of the author’s unique voice, storytelling ability, wit, and insight—simply breaks the mold. Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is another.
 
Now comes Youngme Moon’s Different, a book for “people who don’t read business books.” Actually, it’s more like a personal conversation with a friend who has thought deeply about how the world works … and who gets you to see that world in a completely new light.
 
If there is one strain of conventional wisdom pervading every company in every industry, it’s the absolute importance of “competing like crazy.” Youngme Moon’s message is simply “Get off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else.” Different provides a highly original perspective on what it means to offer something that is meaningfully different—different in a manner that is both fundamental and comprehensive.
 
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. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look here. It’s even smaller than you think.”
 
These are players that strike a genuine chord with even the most jaded consumers. In fact, almost every success story of the past two decades has been an exception to the rule. Simply go to your computer and compare AOL and Yahoo! with Google. The former pile on feature upon feature to their home pages, while Google is like an austere boutique, dominating a category filled with “extras.”
 
Different shows how to succeed in a world where conformity reigns…but exceptions rule.

From the Hardcover edition.

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Editorial Reviews

From the Publisher
“...to give a bullet-point summation of takeaways is to deny the real value of this lovely book.”—Harvard Business Review
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Product Details

  • ISBN-13: 9780307460875
  • Publisher: Crown Publishing Group
  • Publication date: 4/6/2010
  • Sold by: Random House
  • Format: eBook
  • Sales rank: 668,190
  • File size: 3 MB

Meet the Author

Youngme Moon is the Donald K. David Professor at Harvard Business School. One of HBS’s most popular teachers, Dr. Moon has received the Student Association Faculty Award for teaching excellence on multiple occasions. Dr. Moon’s research focuses on innovative consumer-marketing strategies and her work has been published widely, including in Harvard Business Review

From the Hardcover edition.

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Table of Contents

introduction ix

a preview 1

part 1 The Competitive Herd (critique)

the herd instinct 21

the paradox of progress 47

the category blur (how we cope) 72

escaping the herd 93

part 2 No Contest (celebration)

reversal 107

breakaway 128

hostility 153

difference 179

part 3 The Human Touch (reflection)

marketing myopia, revisited 205

sign-off 225

addendum 233

acknowledgments 257

index 261

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Customer Reviews

Average Rating 3.5
( 9 )
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Sort by: Showing all of 9 Customer Reviews
  • Anonymous

    Posted February 18, 2012

    ebook is really bad

    book is nice but since its ebook and u cannot print it is a really bad thing! i didnt satisfy of service. but book is good to read for brand management

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    Posted March 30, 2011

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