Download PDF Different: Escaping the Competitive Herd, by Youngme Moon
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Different: Escaping the Competitive Herd, by Youngme Moon
Download PDF Different: Escaping the Competitive Herd, by Youngme Moon
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Review
“...to give a bullet-point summation of takeaways is to deny the real value of this lovely book.”--Harvard Business Review
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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.
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Product details
Paperback: 288 pages
Publisher: Crown Business; 1 edition (September 6, 2011)
Language: English
ISBN-10: 030746086X
ISBN-13: 978-0307460868
Product Dimensions:
5.2 x 0.6 x 8 inches
Shipping Weight: 7 ounces (View shipping rates and policies)
Average Customer Review:
4.3 out of 5 stars
117 customer reviews
Amazon Best Sellers Rank:
#56,333 in Books (See Top 100 in Books)
Youngmee Moon's "Different" was an easy and educational read.PROS: Not too robotic (flows as in conversation) yet structured enough, a lot of examples to bring her points to lifeCONS: In all honesty, there isn't that much content in the book other than what the cover says - "Escaping the competitive herd".She talks about "heterogeneous homogeneity" where proliferation of category "differentiation" has resulted in sameness and gives Laundry detergent as an example. (Tide regular, Tide with bleach, Tide this, Tide that… product expansion by addition/multiplication) That's really about it. Other chapters sort of beat this dead horse over and over in slightly different ways, but doesn't add additional insight. To be honest, the discipline of marketing is case-by-case business and cannot be taught in a classroom or a book in my opinion… so I do give kudos to Prof. Moon for trying to make this book as entertaining and not so generic as much as possible.People new to marketing/branding might find this still a great read, but ppl with marketing experience/business education may find this shallow.
Should have been a ten page paper. The messages are not breakthrough or new. I also did not appreciate the author's concentrated efforts of using fancy word (where better fitting alternates were widely available) and the more than occasional HBS name dropping. We KNOW you teach at HBS, we don't need to be reminded needlessly.The detail on referred cases (at the end of the book) adds one star to otherwise one-star book.In summary: A few good approaches, but not enough material to make those into a book
“There is a homogenous nature in competition and the need to set your brand apart. This book describes differentiation through reverse positioned branding, breaking away branding, or hostile branding to separate and distinguish a business entity from its competition. Providing live communications to your customers not only disrupts the brand category but also provides value.†– Graduate student comment. Different was used as a required text in the graduate Design Management program at the Shintaro Akatsu School of Design at the University of Bridgeport.
True to its thesis, this is somewhat of a hostile, breakaway take on the typical marketing book. The narrative approach is not for everyone, but for this reader, it worked: no overly-simplified bulleted lists and platitudes and shallow solutions that border on self-help like so many business best sellers, but more of a conversation that meanders, dips unabashedly into personal anecdotes, and in this view accumulates more substance as a result of that approach. Topic is breakaway, reductive, and hostile brands, and what "differentiation" really means in product marketing, why most consumer product categories show no meaningful differentiation, and how most products tend to be slaves to adding features and multiplying product offerings which historically leads only to mediocrity and blurry consumer overload. One quibble: The examples are good but they're also (mostly, one exception being a Japanese reference) obvious business school case study fare, and they feel somewhat dated; would love an update, and would enjoy hearing more from this author's compelling, modestly insightful voice.
As a culture, we have moved well past the point where we are impressed by the traditional markers of influence - the profusion of look-alike choices, the embarrassing display of whistles and bells - according to Youngme Moon in this book. More-of-the-same never adds up to the best. Instead, the marketer needs to be able to ascertain not just the things that we want but also the things that we do not.Some of the key ideas contained in the book:* Market segmentation and product augmentation, while attempting to create differentiation, have actually led to meaningless distinctions.* Competitive analysis and comparative metrics have generated conformity and resulted in competitive herding, with all competitors blurring together in the mind of the customer.* One way of creating effective differentiation is to subtract features from the offering, creating difference by stripping away the superfluous.* Another way of creating effective differentiation is to create polarization, so that some people hate your offering while others love it.* Another way of creating effective differentiation is to transform an offering into a different category in the perception of customers.The book is written in a discursive manner, rather than being constructed according to a clearly defined plan. This works quite well because of the author's engaging writing style. I found most of the author's arguments to be quite persuasive. The book is not, and does not purport to be, a definitive manual on the subject of differentiation, but it does in my view provide a good introduction to many aspects of differentiation which are not yet widely understood.
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