Different: Escaping the Competitive Herd

Different: Escaping the Competitive Herd By Youngme Moon Favorite Quotes Captured By Josh Duncan www.arandomjog.com

People, real people, view the world more organically. They are idiosyncratic. They are unpredictable. They are beautifully disorganized.

In business, just as in life, sometimes the most illuminating insights can emerge from the throwaways

People want to feel fascinated by a product or experience, and will pay more—often far more—for a brand that fascinates them.

The problem with asking consumers what they want is that not only will they ask for things they’re not getting, but their requests will usually be driven by what they see being offered by the competition

If aliens were to visit a grocery store or a drugstore in this country, they would have to conclude that we are a people hooked on the pleasures of picking needles out of haystacks

If you’re looking for a unique solution, the last thing you should do is ask for a vote

The minute we choose to measure something, we are essentially choosing to aspire to it. A metric, in other words, creates a pointer in a particular direction. And once the pointer is created, it is only a matter of time before competitors herd in the direction of that pointer.

What this means is that these are categories in which companies are literally running to stand still.

There comes a point beyond which we are hard to impress. There comes a point beyond which additional improvement ceases to add value.

The product marketers who work in these companies have become masters at the dual arts of repetitive augmentation and competitive cloning.

The paradox of progress is that it makes things better, until it makes things worse

The objective is to not blend into the blur; the objective is to stand out from it. This is what it means to be DIFFERENT .

This is the problem with shifts: They tend to happen in real time, which means that there are going to be moments of ambiguity when remnants of the old truth still hold together, even as remnants of it are falling apart.

If you’re a brand manager, this is precisely what you want—people who not only love your brand but feel that it’s the only brand able to deliver what they’re looking for.

Restraint can be the new desire. A whisper can be the new shout.

Differentiation is a way of thinking. It’s a mindset. A commitment to engage with people.

Photo Credits • Graffiti - http://www.flickr.com/photos/monsterpete/3016913303/sizes/l/ • Milk Crate -http://www.flickr.com/photos/mugley/2997879253/sizes/o/ • Bike - http://www.flickr.com/photos/twotone666/1433090066/sizes/o/ • Vote - http://www.flickr.com/photos/european_parliament/4462502498/sizes/o/in/photo stream/ • Hamster - http://www.flickr.com/photos/artbandito/2074456252/sizes/o/ • Shopping - http://www.flickr.com/photos/suvcougar/883890246/sizes/o/in/photostream/ • Bakery - http://www.flickr.com/photos/jamesyu/13042995/sizes/o/in/photostream/ • Whisper - http://www.flickr.com/photos/eulothg/4829009536/sizes/l/in/photostream/

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Different: Escaping the Competitive Herd

by josh duncan on Oct 08, 2010

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Different: Escaping the Competitive Herd — Presentation Transcript