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. Harvard Business School professor Youngme Moon has emerged as one of the world’s compelling voices on the future of strategy, competition. Be Different (and better) to stand out and succeed. once the pointer is created, it is only a matter of time before competitors herd in the direction of that pointer.
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Changing the Way the World Moves Youngme Moon InUber is building what may be the largest point-to-point transportation network of its kind; it is literally changing the way the world moves. It was a fascinating collection of case studies on different businesses, and I thought that Moon explained the marketing and ideas behind each brand in a very interesting way. Pick a random product category such as bar soap or running shoes, and make a list of what is different between the products within the category.
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How does this “disconnect” between marketers and their customers occur? Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else. From the Hardcover edition. Sep 19, Thomas Van Til rated it it was amazing.
Google gave us a more streamlined search when the industry trend was moving towards all-in-one portals. I didn’t finish reading it feeling armed with great case studies or facts.
Different by Youngme Moon | : Books
The book offers a few categories of different. Learn about fresh research and ideas from Harvard Business School faculty. Instead, they are defined by the investments made by the respective companies in creating prospective connections with consumers.
I never thought I would enjoy reading a marketing book until I read this. The higher the competition, the higher the homogenization. Against this backdrop of overwhelming conformity, differebt is harder than ever for a business to be a positive deviant.
I believe the author was a business professor so the context of the book was in the business world e.
But when most consumers leave their homes to purchase something as prosaic as a bottle of shampoo or a carton of juice or a pair of sneakers, they are confronted with a dizzying array of options to ,oon from, options that are notable, not for their difference, but for their apparent sameness. These companies bite off more than they can chew and have become icons. And yet going head-to-head with the competition-with respect to features, product augmentations, and so on-has the perverse effect escpaing making you just like everyone else.
Through this book, I am now pretty much understand marketing techniques such as augmentation by addition, augmentation by multiplication, reversed positioning, and so forth. Yet there is plenty of space for adventurous companies keen to break free of the pack.
And so, in a nutshell, the book is an exploration uoungme what it means for a business to be different, to be meaningfully different, to be different in a way that makes a difference to consumers. Jan 26, Prana Business rated it it was amazing.
Competirive go to your computer and compare AOL and Yahoo!
When Other Companies Compete Like Crazy, Dare to Be Different
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During the first read, it didn’t come across as heavily research-backed, but rather as the perspective of a qualified educator. What I mean by this is, in our business schools, we preach the importance of differentiation; in our executive suites, escapinng build our strategies around the difterent of differentiation.
Ikea gave us an antithetical build it all yourself furniture that doesn’t last that long value proposition for furniture stores. Apr 06, Pages. I really wanted to like this book, and to some extent I did.
They will notice, for example, that competitor A has decided to offer a couple of new features in this market, or that competitor B has raised its prices in that market. Aug 29, Finja rated it liked it Shelves: Dec 27, Sabrina rated it really liked it. Along the way, this award-winning teacher and scholar draws on lessons from her research, her case studies on companies such as IKEA and Google, and her experiences in the classroom to weave stories of iconoclasm and nonconformity, of imagination and delight.
To see what your friends cometitive of this book, please sign up. I’d put this at 3. One of hegd all-time favourites for now.
Her writing is simple and exudes more than just business wisdom. Find at Harvard Purchase. Books by Youngme Moon. This book, in my opinion, does a better broader and more thorough job of describing what makes successful companies successful A commitment to be different, not in a superficial, I’m-going-to-offer-a-couple-of-features-my-competitor-doesn’t-offer kind of way, but in a way that is fundamental and near impossible to replicate. Change your world, not your tactics. It is to hug your children and be intensely aware of how much smaller they felt last year I recommend this book to any marketing person.
And yet it would be escapign mistake to assume that differfnt proliferation creates product diversity. No tidy takeaways and key action points. Brand loyalty is harder to come by today because consumers see product th as a blur of too many choices and not enough differences that matter.