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.
Review
“...to give a bullet-point summation of takeaways is to deny the real value of this lovely book.”--Harvard Business Review
Product Description
Why trying to be the best … competing like crazy … makes you mediocre
Every few years a book—through a combination of the author’s unique voice, storytelling ability, wit, and insight—simply breaks the mold. Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is another.
Now comes Youngme Moon’s Different, a book for “people who don’t read business books.” Actually, it’s more like a personal conversation with a friend who has thought deeply about how the world works … and who gets you to see that world in a completely new light.
If there is one strain of conventional wisdom pervading every company in every industry, it’s the absolute importance of “competing like crazy.” Youngme Moon’s message is simply “Get off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else.” Different provides a highly original perspective on what it means to offer something that is meaningfully different—different in a manner that is both fundamental and comprehensive.
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. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look here. It’s even smaller than you think.”
These are players that strike a genuine chord with even the most jaded consumers. In fact, almost every success story of the past two decades has been an exception to the rule. Simply go to your computer and compare AOL and Yahoo! with Google. The former pile on feature upon feature to their home pages, while Google is like an austere boutique, dominating a category filled with “extras.”
这些天读了《哈佛商学院最受欢迎的营销课》这本书,这是非常好的一本书,它不仅仅在讲营销,它也在说营销背后的一些东西。下面就此书其中的一些观点发表一下我的看法。 评价标准是一个很重要的导向,学生时代,应试教育下分数是我们的评价标准,一个学生是不是好学生用他的分数...
评分 评分这些天读了《哈佛商学院最受欢迎的营销课》这本书,这是非常好的一本书,它不仅仅在讲营销,它也在说营销背后的一些东西。下面就此书其中的一些观点发表一下我的看法。 评价标准是一个很重要的导向,学生时代,应试教育下分数是我们的评价标准,一个学生是不是好学生用他的分数...
评分刚开始在读本书的时候,是出于对中信喜欢把一本普通的读物炒成包装成《圣经》,和“读完本书就可以长生不老或者日进斗金”的强烈标签,读完序言,果然印证了自己的想法,中信,你吃SHI去吧。 继续读着之后,渐渐觉得本书的确是一本非常实在的书。读到关于马麦酱的案例,更觉得...
评分As a person who have zero experience with marketing, someone with more of a consumer's than a business person's perspective, I find this book a nice introduction to the marketing world. Competitive herding, as the author called it, nicely characterizes the...
一些理论还是有想法 但不知道是不是行业原因 字里行间满满营销和洗脑的语气 读不下去了以后再回头读吧
评分非常喜欢书里的概念,因为我自己本身非常不喜欢“因循守旧”。另外说一句,中译本可以说是故意背离了(everything against)原作者的写作意图,做翻译做到这个地步真是太了不起了...
评分请珍惜唱反调的人群
评分提出了很好的企业和产品定位思路,具体方式还需要更多深入的思考。
评分很有意思的书。把市场营销上升到一个哲学的高度。逆向战略品牌告诉我们减法创新,敌意品牌告诉我们用分化来占有市场份额,而跨越行业的品牌交给我们如何通过“正名”的方式把不利转化为有利,譬如把“机器人”变成“宠物”,“尿不湿”变成“内裤”。更有意思的是作者对市场调研这种行为本身的质疑。事实上确实如此,加剧的竞争让企业通过市场调查和竞争调研弥补自己的短板,加快了commoditization的过程。事实上更重要的是增加自己的长板以确保产品差别化。另外,对于创意想法,不要上来就否定。给自己几分钟找一找肯定的理由,天才与疯子只在一念之间。创造稀缺性,坚守大创意,非常人性化,是成功市场营销的三个重点。与其虚与委蛇地大肆差异化,不如真诚实在地做些人们不常做的,被忽略的,而又有道德价值的事情。
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