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.”
Different shows how to succeed in a world where conformity reigns…but exceptions rule.
From the Hardcover edition.
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...
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...
评分迷失在产品丛林 有一个发明人,发明了一种可以在石板、瓷砖、玻璃、纺织品、木板等各种材质上打印的彩色打印机,参加了2012年9月在大连举行的第八届国际专利技术与产品交易会、11月在昆山举行的第七届国际发明展览会,现场提供照片(网络下载或手机下载),现场在各种尺寸大小...
评分这本书把许多我们了解的品牌做重点式分析,作者的许多见解都能博得我的认同,包括品牌差异化这件事情。话说,我以前在大公司当小业务时,有位工程师趁着假日在老街贩卖自己当场弯折的金属艺术品,他做出的成品不外乎英文名字、小动物等等之类的,也曾经因此被壹周刊访问,在当...
1. Avoid the marketer's knee-jerk reaction 看了100页终于看不下去了。很受不了一开篇就是 to make myself more clear??? 一个观点翻来覆去讲几遍我真的不可以…
评分1. Avoid the marketer's knee-jerk reaction 看了100页终于看不下去了。很受不了一开篇就是 to make myself more clear??? 一个观点翻来覆去讲几遍我真的不可以…
评分It is not only about Marketing but about life.
评分1. Avoid the marketer's knee-jerk reaction 看了100页终于看不下去了。很受不了一开篇就是 to make myself more clear??? 一个观点翻来覆去讲几遍我真的不可以…
评分1. Avoid the marketer's knee-jerk reaction 看了100页终于看不下去了。很受不了一开篇就是 to make myself more clear??? 一个观点翻来覆去讲几遍我真的不可以…
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