Different

Escaping the Competitive Herd

Youngme Moon

$35

Paperback

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English

Crown Publishing Group, Division of Random House Inc
15 September 2011

Sales & marketing

Through Youngme Moon's unique voice, storytelling ability, wit and insight, Different breaks the mold. A business book with heart and soul that is like an intimate conversation with a friend who has thought deeply, uniquely, and idiosyncratically about the world and how it really works.

What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition?

In today's world of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options.

Youngme Moon identifies the outliers, the mavericks, the iconoclasts-the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even ""hostile,"" almost daring you to buy what they are selling.

Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive andmeaningfullydifferent-to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule.

By: Youngme Moon
Imprint: Crown Publishing Group, Division of Random House Inc
Country of Publication: United States
Dimensions: Height: 202mm, Width: 131mm, Spine: 16mm
Weight: 227g
ISBN: 9780307460868
ISBN 10: 030746086X
Pages: 288
Publication Date: 15 September 2011
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

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.