圖書標籤: 思維 商業 商業模式 市場營銷 創新 經濟 Innovation 戰略
发表于2024-11-21
Different pdf epub mobi txt 電子書 下載 2024
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.”
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.
說實話,啓發確實是有,但是作者閑話傢常的寫法有時真讓人搞不懂到底要說啥,而且,畢竟是哈佛大學的老師,用的jargon特彆多,讀起來稍微有些吃力。
評分分析起來容易,做起來難。
評分提齣瞭很好的企業和産品定位思路,具體方式還需要更多深入的思考。
評分說實話,啓發確實是有,但是作者閑話傢常的寫法有時真讓人搞不懂到底要說啥,而且,畢竟是哈佛大學的老師,用的jargon特彆多,讀起來稍微有些吃力。
評分很有意思的書。把市場營銷上升到一個哲學的高度。逆嚮戰略品牌告訴我們減法創新,敵意品牌告訴我們用分化來占有市場份額,而跨越行業的品牌交給我們如何通過“正名”的方式把不利轉化為有利,譬如把“機器人”變成“寵物”,“尿不濕”變成“內褲”。更有意思的是作者對市場調研這種行為本身的質疑。事實上確實如此,加劇的競爭讓企業通過市場調查和競爭調研彌補自己的短闆,加快瞭commoditization的過程。事實上更重要的是增加自己的長闆以確保産品差彆化。另外,對於創意想法,不要上來就否定。給自己幾分鍾找一找肯定的理由,天纔與瘋子隻在一念之間。創造稀缺性,堅守大創意,非常人性化,是成功市場營銷的三個重點。與其虛與委蛇地大肆差異化,不如真誠實在地做些人們不常做的,被忽略的,而又有道德價值的事情。
当所有的营销书本再告诉你如何去强化品牌的时候,却没有人告诉你如何去强化优势。就像“丰富”已经不再是人们所渴望的东西,丰富的资讯,丰富的资源,丰富的人脉,丰富的产品,丰富的选择,这么多的丰富之下,意味着消费者无从选择,从业者面对要做的工作已经不知从措无从下手...
評分这本书跟普通谈business的书大不相同。 作者是harvard business school的老师,书在讨论可以做什么,什么策略被证明很有效的同时,也展示了the humbleness to admit,无论做多少研究,最后反而越来越不能“斩钉截铁的肯定,business的复杂度可以被不失去价值的降低到几条的简...
評分 評分这本书在两天内读完。 亚马逊页面上评价差距很大,有人评五星,有人评一星。还留下“洛里啰嗦一个意思反复说不值这个钱”之类的抱怨。 恰巧手边有一本朋友的书。刚翻到第一章前10页,就立马在亚马逊上下了单。这么好的宝贝对于某些人却是垃圾,果然佛见佛,魔见魔。 在这本...
評分这些天读了《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...
Different pdf epub mobi txt 電子書 下載 2024