A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.
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About the Author
Jack Trout is President of Trout & Partners Ltd. (www.troutandpartners.com),one of the nation's most prestigious marketing firms with officesin twenty-two countries. He is recognized as a top marketing guruand is the creator of the revolutionary concept of positioning. Heis also the coauthor of the bestselling classic Positioning, amongmany other titles.
Steve Rivkin is founder of Rivkin & Associates LLC(www.rivkin.net), a marketingand communication consultancy. He is coauthor of five books onmarketing and communication strategy and is a frequent speaker atseminars and conferences around the world.
Table of Contents
Chapter 1. The Tyranny Of Choice.
Chapter 2. The Creeping Commoditization Of Categories.
Chapter 3. Whatever Happened To The U.S.P.?
Chapter 4. Reinventing The U.S.P.
Chapter 5. Quality And Customer Orientation Are RarelyDifferentiating Ideas.
Chapter 6. Creativity Is Not A Differentiating Idea.
Chapter 7. Price Is Rarely A Differentiating Idea.
Chapter 8. Breadth Of Line Is A Difficult Way ToDifferentiate.
Chapter 9. The Steps To Differentiation.
Chapter 10. Differentiation Takes Place In The Mind.
Chapter 11. Being First Is A Differentiating Idea.
Chapter 12. Attribute Ownership Is A Way To Differentiate.
Chapter 13. Leadership Is A Way To Differentiate.
Chapter 14. Heritage Is A Differentiating Idea.
Chapter 15. Market Specialty Is A Differentiating Idea.
Chapter 16. Preference Is A Differentiating Idea.
Chapter 17. How A Product Is Made Can Be A DifferentiatingIdea.
Chapter 18. Being The Latest Can Be A Differentiating Idea.
Chapter 19. Hotness Is A Way To Differentiate.
Chapter 20. Growth Can Destroy Differentiation.
Chapter 21. Differentiation Often Requires Sacrifice.
Chapter 22. Being Different In Different Places.
Chapter 23. Maintaining Your Difference.
Chapter 24. Differentiation In The New World Of Buzz.
Chapter 25. You Can Differentiate Anything.
Chapter 26. Who Is In Charge Of Differentiation?
What People are Saying About This
We've built our business by being first--and executing best. Jack Trout and
Steve Rivkin are doing the same, delivering the timely, powerful insights that
will drive tomorrow's marketing strategies. A must read for anyone looking to
win in an unforgiving competitive marketplace.
(Mike Ruettgers, CEO, EMC Corporation)
Marketers are giving up too easily in trying to differentiate themselves from one another. Jack Trout effectively blows the whistle on them.
(Rance Crain, President, Crain Communications Inc.)
Great ideas on how folks have differentiated products that you would never believe could be differentiated.
(Kenneth D. Walker, President, Meineke Discount Muffler Shops)
Dotcom executives must learn the lessons of Differentiate or Die. It they don't, I pity their investors.
(Aaron Cohen, CEO, Concrete Media)
Another great book by the king of positioning.
(John Schnatter, CEO, Papa John's International)
What I like about Differentiate or Die is the book's emphasis on the power of logic, simplicity, and clarity--getting to the essence of a problem. In Silicon
Valley, attributes like that can make the difference between having lunch and
(Scott McNealy, CEO, Sun Microsystems, Inc.)