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Different by Youngme Moon
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Different

Escaping the Competitive Herd

Escaping the Competitive Herd

Escaping the Competitive Herd

By Youngme Moon

By Youngme Moon

By Youngme Moon

By Youngme Moon

By Youngme Moon
Read by Bernadette Dunne

By Youngme Moon
Read by Bernadette Dunne

Best Seller

Category: Marketing

Category: Marketing

Category: Marketing | Audiobooks

Paperback $17.00

Sep 06, 2011 | ISBN 9780307460868

Ebook $13.99

Apr 06, 2010 | ISBN 9780307460875

Audiobook Download $15.00

Apr 06, 2010 | 410 Minutes

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    Different by Youngme Moon
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      Sep 06, 2011 | ISBN 9780307460868

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    About Different

    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 of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options.

    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. 

    Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule.

    About Different

    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 of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options.

    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. 

    Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule.

    About Different

    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.

    Listen to a sample from Different

    About Youngme Moon

    Youngme Moon is the Donald K. David Professor at Harvard Business School (HBS). 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… More about Youngme Moon

    About Youngme Moon

    Youngme Moon is the Donald K. David Professor at Harvard Business School (HBS). 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… More about Youngme Moon

    About Youngme Moon

    Youngme Moon is the Donald K. David Professor at Harvard Business School (HBS). 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… More about Youngme Moon

    Product Details

    Category: Marketing

    Paperback | $17.00
    Published by Crown Currency
    Sep 06, 2011 | 288 Pages | 5-3/16 x 8 | ISBN 9780307460868

    Category: Marketing

    Ebook | $13.99
    Published by Crown Currency
    Apr 06, 2010 | 288 Pages | ISBN 9780307460875

    Category: Marketing | Audiobooks

    Audiobook Download | $15.00
    Published by Random House Audio
    Apr 06, 2010 | 410 Minutes | ISBN 9780307712417

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    Praise

    “…to give a bullet-point summation of takeaways is to deny the real value of this lovely book.”–Harvard Business Review

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