" Different . Conformity reigns but the exception dominates " (ETAS, 2010)
Sit. This book will not allow you to memorize four, at most Five basic concepts for use in the next meeting with some senior managers. Will not give you certainty, will not allow you to jump from chapter to chapter trying to memorize a few slogans to impact.
Do not skip the introduction, this is an integral part of the book.
Sit back and enjoy the ride from the discourse, a discourse that combines the author's life and thoughts Youngme Moon to a pitiless analysis of how it should change the way you compete.
In the first phase, this Harvard professor, demolish le vostre certezze sul come state facendo business, lo farà con mano ferma ma con atteggiamento materno, comprensivo. Distruggerà per farvi ragionare, per dare una nuova visione a voi ed al business in cui operate.
Pensate a quante volte vi siete trovati di fronte ad una decisione aziendale già presa, che doveva essere fatta perché il mercato lo impone, la concorrenza lo sta facendo, saremmo considerati poco cool a rimanere fuori da questo filone.
Davanti a slide accurate e business case inoppugnabili anche voi alla fine avete abbozzato, avete fatto qualche domanda right not to be too skeptical to agree and then you have started the nth product development, because the market wants, our competitor does.
The author will inspire you to reflect on how business decisions can be guided by "cultural paradigms," pervasive references on how to think and what kind of decisions taken. Cultural paradigms that express an axiom according to which the progress, development, continuous improvement is associated with a positive value, an improved product, improved, must be better and more popular, buyers.
Il libro ci aiuta a riflettere come i tradizionali investimenti in marketing e sviluppo prodotto indirizzino tutti i nostri sforzi a far diventare il nostro brand, i nostri prodotti, la nostra azienda, l’ennesima espressione anonima del gregge, il gregge dell’“abbastanza buono” ormai imperante.
“Differente” ci dice di fermarci, riflettere, di uscire per un momento dall’arena competitiva e ragionare, uscire dagli schemi di aggressività reattiva alle mosse dei concorrenti.
Un esercizio di questo genere, per non cadere nella riflessione fine a se stessa, ha bisogno di applicazioni e casi concreti. L’autrice ce li fornisce nella seconda parte del libro, dopo le critiche si passa all’azione.
Avete mai riflettuto al successo di certi brand venuti dal nulla? Brand che non vi hanno stordito di pubblicità con facce felici di bambini biondi entusiasti di mangiare quella merendina o salire sulla nuova macchina comprata da papà? Brand a volte sgradevoli che hanno azzerato ad un tratto la comodità di accessori, informazioni, abbondanza ai quali eravamo abituati e che consideriamo scontati nell’acquisto di un dato prodotto?
illuminating example of the author who, I admit, also generating a bit of nostalgia, reminds us that our knowledge of the Internet has grown in step with the enrichment of the homepage of Yahoo. A portal that has accompanied us in the discovery of the Internet, providing progressively all the services that we could need, there, on the front page, a click away. Yahoo has got us used to be a point of reference, the base from which to search for anything (horoscopes, weather, news, games, ...). Then e 'and nothing came Google and' the same again.
only a mask research in an ethereal white space, as if to remind those with luxury shops and boutiques and a few essential exhibition displayed products.
What 'happened? Which levers acted Google and all those brands that have distinguished themselves from the fray? Find out by reading "Different. Conformity reigns but the exception dominates " of Youngme Moon.
Why read it:
There are books that leave us ready-made slogan, other, more complex as this, which seem to go off-topic, because only then reveal the finished book.
are those books that force us to break out and think, something very difficult in a business world where we are all forced to wear short-term results.
Here, the author throws us a challenge, a challenge that we can not grasp if we are not able to be calm, if not we will be able to leave the quiet conformism that has led us to say yes before product presentations that they were supposed to die immediately.
will help us to change our way of thinking about competition. Compete with other brand not to add yet another feature that can never be distinguished as soon matched, but distorting the rules, making its brand a product for a few people for opposition, for those who want to stand out from the herd and .
because the flock is' reassuring, makes us like using the same symbols of others and, in terms of career, allows us to make the obvious choices, not because smentibili accepted by the whole market.
shame that here we play can be winners or losers, differentiate their brand and succeed or die slowly in a gentle and slow drift along with the flock.
"Different. Conformity reigns but the exception dominates " (ETAS, 2010)
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