Different: Escaping the Competitive Herd by Youngme Moon Summary Consumers have become more thoughtful and hyperbolic marketing is more likely to backfire today. More refined advertising and better knowledge of what customers truly want is necessary. Can become an expert either through deep immersion or early adoption in which case you mature and evolve and learn alongside the product. Devotion declines and strict adherence to the product begins to feel silly — heterogeneous homogeneity. Change becomes a meaningless commodity. Shift in business today from competing and collapsing into each other to competing to differentiate.
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First is how I came to get it. But I write about Etsy frequently, and not always favorably, and I wanted him to read my posts. He emailed me back and recommended a book that he felt had shaped his approach to business. I finished reading it last night. The thrust of this book is that in order to keep up with competitors businesses rush to add extra features, often the same features, and in the end we find ourselves within a sea of sameness.
Offer a free webinar to market your ecourse. Start a Facebook group to build community. Soon, everyone has all of these things and every site is the same. Moon explains that the more competitive a market is, the stronger the rush to sameness becomes.
Think about sewing machine companies, for example. They all offer the same bells and whistles. Is there one brand that stands out for its willingness to stand out, to be alone in focusing on only one type?
I thought maybe Juki because I associate Juki with being a bare bones, straight stitch machine with industrial speed and a wide harp, but then I saw that Juki offers all the other types, too.
Missouri Star seems to me to be another example. This is a local quilt shop made famous through its YouTube videos. The business model focuses on selling precuts and the video tutorials show you how to use them.
Missouri Star has become one of the largest and most successful companies in the industry with this unusual approach. They are lopsided brands. They are brands that are devoted to skew. This brand of patterns and notions is centered on timelessness. Co-founder Carolyn Denham describes the brand as a lifestyle choice. After reading this book I feel reaffirmed in my own decisions to do some things differently.
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Different: Escaping the Competitive Herd
Start your review of Different: Escaping the Competitive Herd Write a review Mar 04, Steve rated it liked it The author offers few revolutionary concepts. Mostly, she brings into focus how the conventional approaches to differentiation have resulted in a competitive chase for incremental differences. Companies move and follow one another rather predictably, like a herd. The outcome is industries with overwhelming choices but superficial differentiation to the point where consumers no longer identify with individual brands but instead with categories of brands as being rather generic.
First is how I came to get it. But I write about Etsy frequently, and not always favorably, and I wanted him to read my posts. He emailed me back and recommended a book that he felt had shaped his approach to business. I finished reading it last night.