Different: Escaping the Competitive Herd Cover Image
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Description


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 the Author


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.

Praise For…


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


Product Details
ISBN: 9780307460868
ISBN-10: 030746086X
Publisher: Currency
Publication Date: September 6th, 2011
Pages: 288
Language: English