Start reading Different: Escaping the Competitive Herd on the free Kindle Reading App or on your Kindle in under a minute. Don't have a Kindle? Get your Kindle here.

Deliver to your Kindle or other device

Enter a promotion code
or gift card
 
 
 

Try it free

Sample the beginning of this book for free

Deliver to your Kindle or other device

Sorry, this item is not available in
Image not available for
Color:
Image not available

To view this video download Flash Player

 

Different: Escaping the Competitive Herd [Kindle Edition]

Youngme Moon
4.2 out of 5 stars  See all reviews (77 customer reviews)

Print List Price: $15.00
Kindle Price: $11.99
You Save: $3.01 (20%)
Sold by: Random House LLC

Free Kindle Reading App Anybody can read Kindle books—even without a Kindle device—with the FREE Kindle app for smartphones, tablets and computers.

To get the free app, enter your email address or mobile phone number.

Whispersync for Voice

Switch back and forth between reading the Kindle book and listening to the Audible narration. Add narration for a reduced price of $11.49 after you buy the Kindle book. Learn More

Formats

Amazon Price New from Used from
Kindle Edition $11.99  
Hardcover --  
Paperback $13.18  
Audible Audio Edition, Unabridged $17.95 or Free with Audible 30-day free trial
Kindle Daily Deals
Kindle Delivers: Daily Deals
Subscribe to find out about each day's Kindle Daily Deals for adults and young readers. Learn more (U.S. customers only)

Book Description

Why trying to be the best … competing like crazy … makes you mediocre

Every few years a book—through a combination of the author’s unique voice, storytelling ability, wit, and insight—simply breaks the mold. Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is another.
 
Now comes Youngme Moon’s Different, a book for “people who don’t read business books.” Actually, it’s more like a personal conversation with a friend who has thought deeply about how the world works … and who gets you to see that world in a completely new light.
 
If there is one strain of conventional wisdom pervading every company in every industry, it’s the absolute importance of “competing like crazy.” Youngme Moon’s message is simply “Get off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else.” Different provides a highly original perspective on what it means to offer something that is meaningfully different—different in a manner that is both fundamental and comprehensive.
 
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. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look here. It’s even smaller than you think.”
 
These are players that strike a genuine chord with even the most jaded consumers. In fact, almost every success story of the past two decades has been an exception to the rule. Simply go to your computer and compare AOL and Yahoo! with Google. The former pile on feature upon feature to their home pages, while Google is like an austere boutique, dominating a category filled with “extras.”
 
Different shows how to succeed in a world where conformity reigns…but exceptions rule.


From the Hardcover edition.


Editorial Reviews

Review

“...to give a bullet-point summation of takeaways is to deny the real value of this lovely book.”--Harvard Business Review


From the Hardcover edition.

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

Product Details

  • File Size: 745 KB
  • Print Length: 290 pages
  • Page Numbers Source ISBN: 030746086X
  • Publisher: Crown Business; 1 edition (April 6, 2010)
  • Sold by: Random House LLC
  • Language: English
  • ASIN: B0036S4CNE
  • Text-to-Speech: Not enabled
  • X-Ray:
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #72,140 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
  •  Would you like to give feedback on images?.


Customer Reviews

Most Helpful Customer Reviews
153 of 168 people found the following review helpful
5.0 out of 5 stars Skip the Harvard MBA - Just read this book. May 16, 2010
Format:Hardcover|Verified Purchase
I have an MBA from Harvard Business School, and to be perfectly honest, I think it was one of the biggest wastes of my time and money. I regularly discourage people from going to business school, telling them that they'll make more "connections" in 2 good years of work in a reputable company, and that anything they NEED to know will be a fraction of what is taught, and is available in categorical business books.

There's one exception to my education at HBS - the part I don't think was a waste. It was the Consumer Marketing class I took with Youngme in my second year.

I am not a marketing person. I have tended to work for technology/internet companies and have a technical/math background. First year Marketing at HBS opened my eyes to the fact that marketing was more than just advertising fluff, but it was Youngme (second year) who really taught me things that I regularly use today to both see the world and shape the products I manage.

I remember when she was able to tell us - *4 YEARS BEFORE THE IPHONE CAME OUT* that the ipod was obviously a stealth way for Apple to get back into the smartphone business after their brand disaster with the Newton. That if they came out with anything that seemed like they were entering the smartphone business, there would be too much baggage. I went back and told my friends (outside of school) "The ipod is Apple's entry into the phone business!!!" and they all thought I was nuts. Apple was too pure for that. Well of course, she was right and in hindsight it seems obvious (but go back and ask people in 2003/2004 what they thought and it wasn't so obvious then ...).
Read more ›
Was this review helpful to you?
49 of 55 people found the following review helpful
Format:Hardcover|Verified Purchase
Youngme Moon is not only one of the most popular professors at Harvard Business School and the recipient of the student association award for teaching excellence, she has insights into business and life that are unlike anything I've ever experienced. She is the author of Different, the new book called that will blow you away.

Differentmay well break into the business vernacular as powerfully as Jim Collins' Good to Great and Built to Last and Malcolm Gladwell's The Tipping Point and Outliers. Her insights are just as powerful and counter-intuitive and her storytelling and language are breathtaking. What I love about Different is that it's like two books interwoven into one coherent narrative. One is a brisk marketing strategy volume that any CEO and marketing officer should read if they want to understand, perhaps for the first time, why despite their best efforts and 24x7 pace they often feel that are running so hard just to stay in place. The second book, though, is interlaced throughout, and is for me personally, even more impactful. Youngme offers the clearest explanation I've seen of the world we live in and why we often feel numb by all the dazzling technology, abundance, and utter convenience with which we find ourselves. Or why, as parents it's hard to understand how it is that our kids don't appreciate "how lucky they are." Youngme says aptly that Different is "a book for people who don't read business books."

Here are just a few of the gems offered up in Different:

* There will always be a place for brands, or people, or things that are hard to come by. "Restraint," she writes, "can be the new desire." Value is created by being mindful of what we have in abundance and then offering something that is scarce.
Read more ›
Comment | 
Was this review helpful to you?
10 of 11 people found the following review helpful
Format:Hardcover|Verified Purchase
The core concept of Different, that unfocused and short-sighted competition breeds sameness that ultimately hurts all parties involved, is so elegantly simple that it's easy to take Youngme Moon's work for granted. Different is very approachable and written in a colloquial manner instead of what might be expected in a traditional business text, and thus appeals to a broad audience. It assumes very little about the reader's business knowledge and instead relies on familiar brands such as Harley Davidson, IKEA, Red Bull, etc. to drive the point. Even if some of the brands are unfamiliar, Youngme is very good at identifying particular traits and extracting a brand's essence. For me, one of the most compelling comparisons was the parallel between companies deadlocked in competition and the autonomous self-organizing and directional behavior of migrating birds.

From the beginning, the author says that Different is the start of a conversation and not a how-to. It is successful from that perspective, but at the same time, since it never really gets in-depth, I found myself unsatisfied and wanting more. Each of the discussed brands justifies its own in-depth analysis, and Different only really scratches the surface. While the Harvard Business School case study numbers are provided for further reading and these reports do go in depth, they are not free.

I decided to buy this book after reading about it and watching the animated trailer. I honestly learned a lot and thought the fresh take on brands I was already familiar with was intriguing. I also appreciated the advice about how to nurture the creative process.
Read more ›
Comment | 
Was this review helpful to you?
Most Recent Customer Reviews
5.0 out of 5 stars Innovative
Wonderful book. Very very inspiring!
Published 4 days ago by PrincessVon
2.0 out of 5 stars Too much storytelling and not enough content.
I'm sure Ms. Moon is a brilliant academic, but as I was reading the book, I envisioned myself back in a university class and couldn't wait for the class to end. Read more
Published 13 days ago by veganblank
4.0 out of 5 stars Thought-provoking
I had the privilege of listening to Youngme Moon speak. Her presentation energized me and got me to excitedly think about differentiation. Her book delivered on my expectations. Read more
Published 2 months ago by Ren
3.0 out of 5 stars Has some good elements, mostly in beginning. Overall shallow in...
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... Read more
Published 3 months ago by Eric "honestly opinionated" Kim
4.0 out of 5 stars Refreshing Read
Like many marketing books this covers material that has in some way been covered elsewhere. But I still found her take refreshing, including her discussion of marketers in some... Read more
Published 4 months ago by BLC
1.0 out of 5 stars No framework and a bit scattered
This book was a real disappointment. There was no mental model or framework provided for assessing companies their marketing strategy or competitive position. Read more
Published 4 months ago by Marc
5.0 out of 5 stars Love the book
The book presents a new concept about brand building that I never heard or thought of before. It has certainly connected with me. Read more
Published 6 months ago by Guang Chen
5.0 out of 5 stars A must read for any hospitality professional!
I was intrigued by the subject matter of this book. Once I started reading it, I couldn't put it down. Anyone who is in anyway connected to business will want to read this book. Read more
Published 6 months ago by Andrew Cohen
4.0 out of 5 stars Eye Opening
This book was eye opening for me.

I market for a company in a very competitive industry and Youngme pointed out things that were new to me. Read more
Published 6 months ago by Ryan Nickel
5.0 out of 5 stars Must read for any marketer
How do you explain the difference between products and services when really everything is getting more and more alike?! Read more
Published 7 months ago by Bernd Schwentick
Search Customer Reviews
Search these reviews only

More About the Author

Discover books, learn about writers, read author blogs, and more.

What Other Items Do Customers Buy After Viewing This Item?


Forums

There are no discussions about this product yet.
Be the first to discuss this product with the community.
Start a new discussion
Topic:
First post:
Prompts for sign-in
 


Look for Similar Items by Category