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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Sep 06, Pages Buy. 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. I truly enjoyed reading how you can differentiate your business in various ways.
When Other Companies Compete Like Crazy, Dare to Be Different
Aug 29, Fenny Chang rated it really liked it. Marcas de ruptura, reinventam o nosso olhar pra categoria, sai unicas e provocadoras.
Buy the Audiobook Download: The book is eecaping very quick read couple hours max.
It’s been on my shelf for a while and there was an underline toward the back of it that looked like one of mine. During the first read, it didn’t come across as heavily research-backed, but rather as the perspective of a qualified educator. Innovative brand The author offers few revolutionary concepts.
Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else. These companies bite off more than they can chew and have become icons.
Not through added features like washing soap with more rinsing power augmentation or somethingbut through doing something actually different. In so many consumer categories today, we are confronted with so many choices, so many brands, and so many products—that we often experience the category as a big “blur. Sep 27, Shawn Liu rated it really liked it Shelves: About Different What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition?
Different: Escaping the Competitive Herd by Youngme Moon
Lists with This Book. I really loved this book! I recommend this book to any marketing person. The author offers few revolutionary concepts. Mar 30, Lani M rated it really liked it. Additionally, I must also point out that Moon can highlight the importance o From my analysis of the book, I would argue that Moon provides insight on the expectations for marketers in their bid to creating brands that would be considered as being successful. Escaping the Competitive Herd.
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. Apr 06, Minutes. Today, Sony produces more than two dozen variations of its Walkman, and the personal stereo category consists of hundreds of options.
Different: Escaping the Competitive Herd
Jun 07, Hugo Tian rated it really liked it Shelves: Hardcoverpages. As the category evolves, however, the number of product alternatives within the category tends to grow exponentially.
It describes a slew of controversial incidents besetting the company in early In my research, what I learned was that despite the fact that most companies are deeply committed to the concept of differentiation, at any given moment they are also intensely aware of what their competitors are doing, and it is this competitive vigilance that ultimately pushes them down a path of conformity. Youngme’s message is simple: When a product category is nascent, it tends to be dominated by a much smaller set of products, or even escapinf single product.
Learn about byy research and ideas from Harvard Business School faculty.
I may or may not have read this befor This was very good. A somewhat philosophical take on what it means to be different. Today, PowerBar alone produces more than 40 different varieties of its energy bar, and the energy bar category has grown to include more than 60 assorted brands. At first, I was frustrated because the author explains upfront that this won’t be like other business books. All in all, a great analysis of larger societal trends in marketing and the companies that stand out.
Delivering Customer Service Youngme Moon and John Quelch Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. The list may be long, but an overwhelming number of those differences will almost certainly be trifling. A very quick and rewarding read.
Interested in improving your eifferent
Oct 27, Ian rated it really liked it Shelves: Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else. Please try again later. My mother never had to pledge allegiance to diffdrent single brand of yogurt out of a vast and constantly rotating selection of yogurts. Escaping the Competitive Herd by Youngme Moon.