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HomeService Blueprint BricksDifferentiate or Die: Survival in Our Era of Killer Competition |
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|  | | | Customer Reviews: | | | Average Customer Review: ( 9 customer reviews )
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Most Helpful Customer Reviews
 The Title Says it ALL!! Oct 20, 2011
By Ted Whetstone
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.
 Don't try to be all things to all people Aug 19, 2011
By Tina
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.
Awesome Jul 17, 2011
By BK
"Dad of 2 teenage boys"
I run marketing for a 500MM+ company and this is a mandatory read that I give someone when I hire them
Read it or lose Jan 19, 2011
By Marketing Savvy
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."
 A Marketing Classic Dec 06, 2010
By RogerOutWest
"RogerOutWest"
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.
See all 9 customer reviews on Amazon.com
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