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Different: Escaping the
   Competitive Herd




    By Youngme         Moon

         Favorite Quotes

      Captured By J...
People, real people, view the world more organically.

  They are idiosyncratic.
  They are unpredictable.
        They ar...
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 th...
The problem with asking
   consumers what they
 want is that not only will
they ask for things they’re
   not getting, but...
If aliens were to visit a grocery store or a
drugstore in this country, they would have to
conclude that we are a people h...
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, create...
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 cea...
The product marketers who work in these companies have become
masters at the dual arts of repetitive augmentation and comp...
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 t...
This is the problem with shifts: They tend to happen in real time, which 
means that there are going to be moments of ambi...
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...
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.flick...
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Different: Escaping the Competitive Herd

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A few quotes from one of my favorite books of 2010 - Different: Escaping the Competitive Herd, By Youngme Moon.


Full blog post here - http://www.arandomjog.com/2010/10/a-great-marketing-and-product-book-different/

Published in: Business

Different: Escaping the Competitive Herd

  1. 1. Different: Escaping the Competitive Herd By Youngme Moon Favorite Quotes Captured By Josh Duncan www.arandomjog.com
  2. 2. People, real people, view the world more organically. They are idiosyncratic. They are unpredictable. They are beautifully disorganized.
  3. 3. In business, just as in life, sometimes the most illuminating insights can emerge from the throwaways
  4. 4. People want to feel  fascinated by a  product or  experience, and will  pay more—often far  more—for a brand that  fascinates them.
  5. 5. 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
  6. 6. 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
  7. 7. If you’re looking for a unique solution, the last thing you should do is ask for a vote
  8. 8. 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.
  9. 9. What this means is that these are categories in which companies are literally running to stand still.
  10. 10. There comes a point beyond which we are hard to impress. There comes a point beyond which additional improvement ceases to add value.
  11. 11. The product marketers who work in these companies have become masters at the dual arts of repetitive augmentation and competitive cloning.
  12. 12. The paradox of progress is that it makes things better, until it makes things worse
  13. 13. 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 .
  14. 14. 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.
  15. 15. 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.
  16. 16. Restraint can be the new desire. A whisper can be the new shout.
  17. 17. Differentiation is a way of thinking. It’s a mindset. A commitment to engage with people.
  18. 18. 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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