Customer Reviews

Differentiate or Die: Survival in Our Era of Killer Competition

5 star:		(6)
4 star:		(1)
3 star:		(2)
2 star:		(0)
1 star:		(0)

 

 

I'm a big fan of the tenets in this book. The title is obviously dramatic but makes the core point. What we often fail to recognize is that "differentiation" doesn't have to mean creating something that has never been done before.
It DOES, however, mean keep it fresh in the customer's mind which is an elusive cat in itself! The Book on Business from A to Z: The 260 Most Important Answers You Need to Know.

Your company isn't the only game in town, so how can you be competitive and stay in business in this economic environment? Trout & Rivken's book is about the importance of differentiating yourself from your competitors. Trying to be all things to all people is a mistake. Instead, find a niche and focus your efforts there.

They have great suggestions (and warnings) throughout the book:

* If you try to do everything, your brand will lose focus. It will no longer be clear what you are really about.

* Don't be afraid to brag about your accomplishments. Those are a point of differentiation.

* Too much growth can actually be a distraction, moving your focus away from the original message.

* Solid marketing skills and staying open to innovation is a must.

* Think about what makes you different and promote it as a benefit.

Differentiate or Die is an excellent read for any business, whether you are just getting started or have been around for a long time.

I run marketing for a 500MM+ company and this is a mandatory read that I give someone when I hire them

The second edition is worth the investment, even if you read the original back in the 90's. Trout's examples are US-centric but then he is a US citizen who's been watching and advising US and other brands for decades. For those in tech sectors who can't apply the B2C examples into B2B practice, read it again. Its all there. Still amazing how so few, marketers have employed these straightforward behavior science principals in their business strategies, still exhibit fear of focus and fail to comprehend the value of the word "only."

This book is well worth reading. Classic marketing.

Just, when he gets on the subject of high technology, ignore those parts. The author totally gets product differentiation and branding. Not so strong when it comes to technology products.

I am a USA local and the products presented are pretty good examples. This is a book on the subject of "differentiation" though, not one on products.
As a person using the material in this book, I hesitate to tell how good it is actually. Because if everyone used this then there would be more competition. But it seems plain, not everyone will get the material so I can use it to my own advantage.
In conjunction with "positioning", this is fundamental material that can be used in a very valuable way in marketing or selling. The book clearly explains how homogeneity comes up short. Bill is like Bob. Jill is like Jane. Etc. Who should I buy from? Read the book and find out. Or better yet, think it's not as the positive reviews say and leave all the opportunity for us. This book should be a secret in boardrooms, but you realize while reading it that it's probably not.

Maybe, I am spoiled by Dan Kennedy's books about marketing, but I found this book very decent for 2008. Very decent and a written in "old school" style. To give a sneak peak, what you will get in this book:

- First of all main idea is title. And it's on every page, there is no other ideas in there. So, read the title very careful, and half of book is in your pocket already
- If you are USA citizen, or live there - then maybe you will not feel so, but I felt just offended, if not abused with all the waterfall of brand names that authors splash on you. Style of book is - hey, you should have a heritage as differentiator - and a list of names, what you probably never heard before (again - if you not live in USA), are splashed on you.

Now, a short a breathe.

And a new bunch of crackers, coffin makers, banks, chupa chups makers, toasters and other "brand names" are poured over your head.

That's my impression there. Just overloaded, if not overused-overabused book with those examples.

I hope someone from USA will write a comment about that - hey locals! - is that really was so exiting for you to dig through all those lollypop and crackers names heavily packed on every page? honestly?

Simply the best Marketing book ever written. A must read if you want to be a success

Definitely it is a must read for all the bussines people. Jack Trout is the best