Different: Escaping the Competitive Herd By Youngme Moon Favorite Quotes Captured By Josh Duncan www.arandomjog.com
Jan 14, 2015
Different: Escaping the Competitive Herd
By Youngme Moon
Favorite Quotes
Captured By Josh Duncanwww.arandomjog.com
People, real people, view the world more organically.
They are idiosyncratic.
They are unpredictable. They are beautifully disorganized.
In business, just as in life, sometimes the most illuminating insights can emerge from the throwaways
People want to feel fascinated by a
product or experience, and will pay more—often far
more—for a brand that fascinates them.
The problem with asking
consumers what they
want is that not only will
they ask for things they’re
not getting, but their
requests will usually be
driven by what they see
being offered by the
competition
If aliens were to visit a grocery store or a
drugstore in this country, they would have to
conclude that we are a people hooked on the
pleasures of picking needles out of haystacks
If you’re looking for a unique solution, the last thing you should
do is ask for a vote
The minute we choose to measure something, we are
essentially choosing to aspire to it. A metric, in other
words, creates a pointer in a particular direction. And
once the pointer is created, it is only a matter of time
before competitors herd in the direction of that pointer.
What this means is that these are categories in which companies are literally running to
stand still.
There comes a point beyond which we
are hard to impress. There comes a point beyond which additional
improvement ceases to add value.
The product marketers who work in these companies have become
masters at the dual arts of repetitive augmentation and competitive
cloning.
The paradox of progress is that it makes things better, until it
makes things worse
The objective is to not blend into the blur; the
objective is to stand out from it.
This is what it means to be
DIFFERENT.
This is the problem with shifts: They tend to happen in real time, which means that there are going to be moments of ambiguity when remnants
of the old truth still hold together, even as remnants of it are falling apart.
If you’re a brand manager, this is
precisely what you want—people who
not only love your brand but feel that
it’s the only brand able to deliver what
they’re looking for.
Restraint can be the new desire. A whisper can be the new shout.
Differentiation is a way of thinking.
It’s a mindset. A commitment to engage with people.
Photo Credits• Graffiti - http://www.flickr.com/photos/monsterpete/3016913303/sizes/l/
• Milk Crate -http://www.flickr.com/photos/mugley/2997879253/sizes/o/
• Bike - http://www.flickr.com/photos/twotone666/1433090066/sizes/o/
• Vote -http://www.flickr.com/photos/european_parliament/4462502498/sizes/o/in/photostream/
• Hamster - http://www.flickr.com/photos/artbandito/2074456252/sizes/o/
• Shopping -http://www.flickr.com/photos/suvcougar/883890246/sizes/o/in/photostream/
• Bakery -http://www.flickr.com/photos/jamesyu/13042995/sizes/o/in/photostream/
• Whisper -http://www.flickr.com/photos/eulothg/4829009536/sizes/l/in/photostream/