They talk about bonding, likability, breakthroughs, and cool. Their advertising agencies aren’t much better. Instead, he talks about strategic continuity, deepening strategic position, and minimizing trade-offs.
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Harvard’s Michael Porter, for example, does talk about the need for a unique position, but he never offers much help on how to be unique. They don’t get much help from the big-name academics. Unfortunately, the same cast of characters is hanging around and motivating their competitors. They tend to get sucked in by the motivation crowd that promises peak performance, a winning attitude, and effective habits. Their excuse: Our product or salesforce just isn’t that much different from our competitors. But after some prodding, they will admit that they just don’t know how to do it. The other type of organization understands the need to be different. Unfortunately, all of their competitors are surrounded by the same cast of ‘‘you-can-get-better’’ gurus. They surround themselves with gurus who talk about quality, empowerment, customer orientation, and various forms of leadership. They’re out there doing battle with ‘‘higher quality’’ or ‘‘good value’’ or good old ‘‘better products.’’ They feel that they are better than their competitors and that truth will prevail. What we tend to see are two types of organizations. And no one would leave home without his or her differentiating idea. Everyone is busy building ‘‘differentiation’’ into their plans. You might assume that by now the message has been delivered. In the Power of Simplicity, being different meant using a strategy that was all about differentiation.īeing different is at the heart of everything we’ve done for over 30 years. In the 22 Immutable Laws of Marketing, being different meant using a differentiating idea to build a brand. In Marketing Warfare, being different meant using a differentiating idea to defend, attack, flank, or become a guerrilla.
In Positioning, being different meant differentiating yourself in the mind of your prospect. Or what seems like several lifetimes, my partners and I have been preaching the importance of being different: Little did any of us realize just how competitive the world would become. To Rosser Reeves, the man who made the ‘‘unique selling proposition’’ famous. Includes bibliographical references and index. Differentiate or die : survival in our era of killer competition / Jack Trout, with Steve Rivkin.-2nd ed. For more information about Wiley products, visit our web site at Library of Congress Cataloging-in-Publication Data: Trout, Jack. Some content that appears in print may not be available in electronic books. Wiley also publishes its books in a variety of electronic formats. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
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You should consult with a professional where appropriate. The advice and strategies contained herein may not be suitable for your situation. No warranty may be created or extended by sales representatives or written sales materials.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. DIFFERENTIATE OR DIE Survival in Our Era of Killer Competition, Second Edition JACK TROUT withĬopyright # 2000, 2008 by Jack Trout.
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