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"Different" is probably only of interest to people involved in marketing.
Through a variety of examples author Youngme Moon illustrates that breaking the rules of conventional marketing wisdom is often the right path for companies to follow. All too often marketers and senior management aim for the big middle, but in markets where the middle is already reasonably well served, this is often a mistake. Instead, radical positionings can be far more effective. For success in the marketplace, it doesn't matter how many people think your product is okay. What matters is how many people love your product. Moon describes and gives examples of ways this can be achieved by breaking various rules of marketing, such as taking what may be considered a product's weakness and exaggerating it and promoting it as a positive feature; whereas conventional marketing wisdom would dictate playing down the negative attribute and focusing on other attributes.
If you're a marketer, this is a great read which may stimulate your marketing thinking.
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If you could sum up Different in three words, what would they be?
insightful, fun, creative
Any additional comments?
Loved her approach to writing this book - different than any other book I've read and one that should be on the must read list for all entrepreneurs and investors
I'm constantly looking for these business psychology books. I find psychology fascinating but it's good to see examples of how it's been used in business. there are no shortages of examples in this book. yes the companies named were going to be obvious. apple. Google. IKEA. but what's interesting is how theyve stuck to their values. some interesting ones that now make complete sense. Hollister. I don't mind the clothes but I hate the darkness and loudness. so they get me there. thank you for such a good book.