Different

(Youngme Moon)

Understand how breaking the common sense barrier to finding your differential can be the formula for business success.

Highlights from this book summary:

Market competition makes consumer categories more similar rather than differentiated;

Those people who dare to break with the normativity of the market become visionary;

The differences that brands try to highlight between competing products are the result of imitations of each other, which make these minimally noticeable;

In order to innovate or improve a brand, it may be necessary to think contrary to the guidelines and truths set in business.

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