Different: Escaping the Competitive Herd - Couverture souple

Moon, Youngme

Couverture souple

ISBN 10 : 030746086X ISBN 13 : 9780307460868

Editeur : Crown, 2011

Synopsis

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 conformi

A propos du livre

Présentation de l'éditeur :

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.

Biographie de l'auteur :

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.

À propos de cette édition

• Éditeur: Crown
• Date d'édition: 2011
• ISBN 10: 030746086X
• ISBN 13: 9780307460868
• Reliure: Broché
• Nombre de pages: 288