“At a time when courage seems in short supply, Austin McGhie’s Find Your Difference provides inspiration to step outside of the conventional . . . It should be required reading for any business stakeholder.” —Kevin Goetz, founder and CEO, Screen Engine/ASI
This book is for marketers. If you are selling anything—a product, a service, a company, an idea, a place, or a brand—you are a marketer.
Part exploration and part exhortation, Find Your Difference is a unique collection of observations, case studies, and hard-earned lessons from marketing expert and BRAND Is a Four Letter Word author Austin McGhie.
With humor and wisdom, McGhie makes the case for identifying your difference, highlights the importance of being distinctive, points out the “difference dampeners” that hold you back, and offers advice for creating real-world difference in business and in life. Here, you’ll learn:
- How to identify what makes your brand and products unique
- The top ten things to consider as you pursue difference
- A five-step plan for getting those around you prepared to “do different”
No matter what you’re selling, difference is key to building an audience. This practical guide provides thought-provoking tips and strategies designed to challenge you, inspire you, and, most importantly, help you find your difference.
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|Publisher:||Silicon Valley Press|
|Product dimensions:||6.00(w) x 9.00(h) x (d)|
|Age Range:||18 Years|
About the Author
Austin splits his time between San Francisco and Bodega Bay, with his wife, JJ, and their dog, Chili, surrounded by his beautiful and strongly opinionated nuclear family. In addition to participating in a host of writing and speaking engagements, Austin is the “almost-bestselling” author of BRAND Is a Four Letter Word: Positioning and the Real Art of Marketing. Visit him at FindDifference.com.
Table of Contents
Chapter 0 3
Part I The Case for Difference
Chapter 1 Opening the Door to Difference 9
Chapter 2 The Science of Difference 34
Chapter 3 What's Really Going on Here? 49
Part II Difference Dampeners
Chapter 4 Our Parents and Our Institutions 83
Chapter 5 Our Companies 92
Chapter 6 Our Selves 107
Part III The Real-World Creation of Difference
Chapter 7 Finding Difference in Three Business Scenarios 121
Chapter 8 How to Create Differentiated Advantage: A Process 135
Chapter 9 Ten Things to Consider as You Pursue Difference 164
Chapter 10 Getting People on Board 195
Chapter 11 Difference in Execution 202
Chapter 12 Parting Thoughts 211
About the Author 221
What People are Saying About This
“[Find Your Difference] presents a thought-provoking case in favor of being different and our need to recognize our own failures to respect this crucial factor in building brands, product development and in our daily lives. McGhie urges us not to be afraid to be different but to embrace the times we feel like an outsider. Being different is a winning position.” —Peter Stringham, retired chairman and CEO of the Young & Rubicam Group
“The formula for producing true brand differentiation is one of the most explored and consistently least understood business topics. Find Your Difference is a fun, thought-provoking and ultimately pragmatic journey into the challenges and process of generating a truly differentiated position. A must-read for corporate executives and aspiring entrepreneurs hoping to breakthrough with impactful consumer focused innovation.” —Paul Yanover, president of Fandango
Praise for Brand Is a Four Letter Word “Creating a world-famous brand is easy. First, create a killer product. Next, read Brand is a Four Letter Word to get an idea of the kind of very hard (but rewarding) work you’ll need to do . . . There may be no shortcuts on this journey, but this book is the road map.” —Daniel H. Pink, author of Drive, A Whole New Mind and When
“At a time when courage seems in short supply, Austin McGhie’s Find Your Difference provides inspiration to step outside of the conventional and forge a path to greatness. It should be required reading for any business stakeholder.” —Kevin Goetz, founder & CEO of Screen Engine/ASI
Praise for Brand Is a Four Letter Word “I’ll tell you what I like about Austin’s work and why it’s worth reading. He’s written an angry book about what’s not happening in the marketing world. To me, it’s time to get angry and restate what many overlook or just don’t get about building a differentiated brand.” —Jack Trout, global marketing expert and author
“Branding powerhouse Austin McGhie has nailed it again in Find Your Difference. It turns out people are hardwired to notice what’s different. So if you want to stand out—and who doesn’t?—you have to be different. How hard is that? The answer is VERY HARD. Austin reveals the secrets to creating your difference so that you can separate from the crowd and win big.” —Andy Cunningham, founder & CEO of Cunningham Collective and author of Get to Aha! Discover Your Positioning DNA and Dominate the Competition.