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Different: Escaping the Competitive Herd

Different: Escaping the Competitive Herd

by Youngme Moon


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What 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.

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Product Details

ISBN-13: 9780307460868
Publisher: Crown Publishing Group
Publication date: 09/06/2011
Pages: 288
Sales rank: 867,173
Product dimensions: 5.10(w) x 7.90(h) x 0.70(d)

About 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.

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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