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Differentiate or Die: Survival in Our Era of Killer Competition by [Jack Trout]

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Differentiate or Die: Survival in Our Era of Killer Competition Kindle Edition

4.2 out of 5 stars 50 ratings

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Editorial Reviews Review

There are no two ways about it with Jack Trout. Either you've got a product or service that you can say is different, or you don't have much at all. In today's global marketplace and at its lightning-fast rate of change, there's no point in inventing and presenting a product only to sit back and hope that consumers everywhere will discover its greatness. It's not simply about what you or your product can do, it's about what you do differently from everyone else. Coauthors Trout and Steve Rivkin say it all in their no-holds-barred title, Differentiate or Die.

A disciple of the marketing guru Rosser Reeves, who introduced the concept of the "unique selling proposition," Trout relays his vision of what can help you differentiate in blunt, tell-it-like-it-is prose. First he breaks the bad news that product quality, advertising creativity, price advantage, and breadth of product line are rarely successful ways to differentiate your business. Consumers expect the best quality, he says; they don't think it's a bonus. In the same vein, your competitor can slash prices just as quickly as you. After dismissing these common marketing techniques as futile, Trout concentrates on which differentiating ideas will set you apart from the pack: Being first (and staying there), owning a discernible attribute, having a heritage, becoming the preference of a particular consumer group, or even being the most recent arrival in a product arena are just some of these useful differentiates. Though the book's fast and quippy narrative style may leave some readers looking for more substance behind his adamant assertions, Trout's recommendations act as inspirational spurts of energy. A slim manual packed with punchy points, Differentiate or Die won't take you long to read but could make a lasting--you guessed it--difference to the success of your business. --S. Ketchum --This text refers to an alternate kindle_edition edition.

From AudioFile

A marketing consultant and communications expert writes about the process of making a product stand out from its competitors. Because the trademark that claims to be the cheapest soon may find that it's not, many companies use other strategies to attract and maintain customers. Volvo, for example, differentiates its cars with the promise of safety. A few lucky brands like Kleenex or Xerox became everyday words, forcing competitors to prove they're superior. Sedate Patrick Cullen interprets the text without frills, sticking to an opiate monotone and remaining loyal to word detail. The self-improvement one might anticipate by the end would be to feel like a more informed consumer. J.A.H. © AudioFile 2003, Portland, Maine-- Copyright © AudioFile, Portland, Maine --This text refers to an alternate kindle_edition edition.

Product details

  • File Size : 1558 KB
  • Word Wise : Enabled
  • Publisher : Wiley; 1st Edition (May 2, 2008)
  • Language: : English
  • ASIN : B000U5I6QU
  • Publication Date : May 2, 2008
  • Print Length : 240 pages
  • X-Ray : Not Enabled
  • Text-to-Speech : Enabled
  • Enhanced Typesetting : Not Enabled
  • Lending : Enabled
  • Customer Reviews:
    4.2 out of 5 stars 50 ratings

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5.0 out of 5 stars Principles in the book are good. The only thing is that it's waaaay to ...
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