Different: Escaping The Competitive Herd (2010) - Plot & Excerpts
The basic concept of Youngme Moon's book is sound - product managers should stop chasing the competition with features and instead focus on delighting customers by meeting their needs with creative and innovative solutions. I enjoyed the first few chapters. But, she quickly ran out of things to say and the latter chapters are increasingly just examples of her message from the first few.I put the book down halfway through -- and know others who did the same. This would have been a great essay or a few chapters in a book but there's not enough material to fill an entire book. But, uy it and read the first few chapters - they are worth it. Interesting take on how brands differentiate or, more commonly, fail to differentiate themselves. Intense focus on competition leads to homogeneity. To break out of the pack is to take an unconventional approach, give voice to bold new ideas, surpress the impulse to skepticism to let those ideas flourish. I've always been wary of paying too much attention to what competitors are doing as it tends to stifle innovation. Moon lends credence to this approach and implores us to favor the Big Idea over the merely incremental improvement, to focus on providing people that which is scarce rather than more of the same. For a "business book" Moon's voice is refreshing in its personality and intimacy. Overall, an enjoyable read on a subject I would not normally have much interest in.
What do You think about Different: Escaping The Competitive Herd (2010)?
A light read but insightful marketing book.
—pkarpeh09
One of the most enjoyable ones I have read!
—kel12190
