Escape a la competencia siendo Diferente. Algo terrible ocurre a medida que una categoría de productos madura: los productos comienzan, inevitablemente, a parecerse entre sí. Este problema se llama Convergencia Competitiva. ¿Qué es? ¿Por qué ocurre? y ¿Quiénes lo han evitado? Esta charla pretende explorar esas preguntas e intentar contestar la siguiente: ¿Como empresas, como marcas, qué podemos hacer para ser… diferentes?

1. What’s Next?
BE DIFFERENT!
Gabriel Simonet
GeneXus™ CMO
#GX25

2. APPLE HEADQUARTERS
LONDON, ENGLAND

6. Why an
ukulele?

7. For everything it is NOT.

8. For everything it sacrifices
but for everything it allows

9. It is Different

10. What’s Next?
BE DIFFERENT!
Gabriel Simonet
GeneXus™ CMO
#GX25

11. 1981 2010

12. Segmentation
Targeting
Positioning
(the battle for the mind)

13. Market

14. OfferingMarket

15. MessageOfferingMarket

16. A book about differentiation of brands and products

17. Which one do we take home?

18. HOW SHOULD I KNOW?

19. #GX25
a river of sameness

20. THE BIGGEST PROBLEM:
IT HAPPENS IN EVERY INDUSTRY

21. MOVIES
Dante’s Peak - Volcano
Bugs - Bichos
Deep Impact - Armageddon
Saving Private Ryan - The Thin Red Line
The Illusionist - The Prestige
No Strings Attached - Friends with Benefits
Randomly Organized

22. CARS

23. OPERATING SYSTEMS

24. Spooky Assistants

25. TODAS LAS EMPRESAS DE SOFTWARE HACIENDO LO MISMO

26. As a category matures,
products tend to homogenize

27. Which one do I pick?
I don’t care, just give me one!

28. Markets & Companies
ACT LIKE FLOCKS

30. Flocking is controlled by three simple rules:
1. Separation (short range repulsion)
avoid crowding neighbors
2. Alignment
steer towards average heading of neighbors
3. Cohesion (long range attraction)
steer towards average position of neighbors
Craig Reynolds

31. They’re rules that
describe the behavior
of auto-organized systems

32. Product Categories are
auto-organized systems

33. Two requirements
Sensory System
Be willing to apply changes

34. Within a product Category
1. Separation
Each company seeks to differentiate their products in some feature
or value proposal
2. Alignment
Each company seeks to create products in line with what’s
expected for the category
3. Cohesion
Each company tries to go where the average positions of other
companies is

35. Within a product Category
1. Separation
Each company seeks to differentiate their products in some feature
or value proposal
2. Alignment
Each company seeks to create products in line with what’s
expected for the category
3. Cohesion
Each company tries to go where the average positions of other
companies is

36. “Know thy competitor”
“Listen to your clients”
Matrices

37. - Security + Security
+ Fun
- Fun
AUDI
VOLVO

38. Volvo Audi

39. Volvo Audi

41. That’s the danger of focusing on your weakness
and not in the strengths that make you different

42. “The more diligently firms compete with each other,
the less differentiated they can become,
at least in the eyes of customers”

43. THE PARADOX OF
PROGRESS

44. We’re Time
Shifters

45. We love progress and we -unconditionally!- consider that
the evolution of products will always be a good thing

46. Product categories
evolve in two ways

47. By Addition
Original
Product
“¡Newer,
better best! ¡Super!
Better than Ever!
“New &
improved!”
More Features!
(Featuritis)

48. Original
Product
¡More options than
EVER!
¡More options!
(Optionitis)
By Multiplication

49. • A company adds a new feature.
• Customers are pleased.
• Competitors match the new feature.
• The new feature becomes standard.
• Customers come to expect that level of features.
• The value proposition has expanded.
• Go back to #1.
EL Camino a la indiferenciación

52. #GX25
“It could be argued that product augmentation
is but an expensive route to commoditization”

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

54. ESCAPING THE
HERD

55. There are three strategies that
brands use to
be different

56. REVERSAL
Doing the things
your competitors aren’t

57. Let’s picture
1997

59. At the time, how you expected
that product category to evolve,
was very obvious, until…

60. Some player reverts the situation
denying us of something we expect,
and giving us something we never thought about

62. Google
IKEA
iPhone
WII
Reverse positioned brands

63. BREAKAWAY
Doing the same,
but with a twist… differently

64. We love to categorize,
to order everything in little boxes
in our minds

65. Until someone
CHANGES THE BOXES

66. HOW SHOULD A
CIRCUS BE?

67. 67

68. WHAT IS A ROBOT?

69. IS THIS A PET OR A ROBOT?

70. WHAT’S A CARTOON?

72. HOSTILITY
Challenge your
Damn Customers

73. 73

75. XXL XL L M S Mini

77. Brands that don’t play down their faults,
they flat-out leverage them

78. BIS

79. “In any professional sphere, talented employees can
be poached, impressive technologies can be
duplicated, and low prices can easily be trumped.
But try as they might, no competitors, no matter
how skilled, can stake a claim to who you are, why
you matter, what you believe, and why others
should care.”

80. So…
WHO ARE WE? WHAT DO WE BELIEVE IN?
& WHY SHOULD ANYBODY CARE ABOUT US?

82. AL KROOPER

83. We have to find those points in ourselves that make us different,
those special, unique melodies of our own,
and raise their volume

84. BE DIFFERENT!
(it’s up to you)
Gabriel Simonet
@gabrielsimonet
#GX25