- Taschenbuch: 110 Seiten
- Verlag: CreateSpace Independent Publishing Platform (4. Februar 2014)
- Sprache: Englisch
- ISBN-10: 1494842718
- ISBN-13: 978-1494842710
- Größe und/oder Gewicht: 13,3 x 0,7 x 20,3 cm
- Durchschnittliche Kundenbewertung: 3 Kundenrezensionen
- Amazon Bestseller-Rang: Nr. 111.385 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
Difference: The one-page method for reimagining your business and reinventing your marketing (Englisch) Taschenbuch – 4. Februar 2014
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Aber das Büchlein ist gut geschrieben und ein gutes Gegengewicht zu den "datenlastigen" Büchern aus der "Lean Startup"-Ecke. Die Autorin lenkt unsere Aufmerksamkeit wieder darauf, dass unsere Kunden Bedürfnisse und Träume haben, die wir mit unseren Angeboten befriedigen sollten. Und so sollten wir auch vorgehen bei der Produktentwicklung: Welche unbefriedigten Bedürfnisse haben unsere Kunden? Wenn wir auf diese Art eine Marktlücke entdecken, dann geht es nicht mehr darum, uns von dem Wettbewerb abzusetzen, sondern wir definieren den Wettbewerb neu, indem wir einen neuen Markt schaffen, auf dem wir zunächst einmal allein sind.
Soweit nichts Neues, aber das Büchlein lohnt sich trotzdem zu lesen.
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On the plus side - the author shows what some new and successful companies are doing to disrupt their industries. The examples do not go into much depth - they simply apply the framework. And most companies were born out of these successful strategies. It would be much better to see how struggling companies have used this approach to reimagine or recreate their business to become great.
The book ends abruptly after the framework and examples are presented. I was eagerly looking for some suggestions or applications of 'next steps' to address after filling out the worksheet. So, if you're familiar with Seth Godin's material, you will probably get most of the value directly from the author's blog and website. Either way, it's a quick read, and good reinforcement of smart business principles that we often forget about.
Surprisingly - I got more than my money's worth learning about a couple of great new companies, products, and services.
It's not the Mad Men telling people the story they should share ... it's listening for the story the clients are telling themselves before looking for how you want to matter.
It's not the facts, figures, or features ... it's the empathetic "why".
All that is great information ... but now, how do you determine what matters? That is the beauty of this book. Read the book before doing the exercise. You'll be on the right track. Her storytelling ability is superb. You'll understand the why you must adjust your thinking from Mad Men to really connecting to what your buyers care about. It's how to find the story to tell about what really matters.
Still undecided? Watch the video I made providing an overview to her wonderful book.
1. You are introduced to some examples of a 'difference' thinker
2. You are then given some stories (which aren't supported strongly I believe) and this gives Jiwa a pathway to demonstrate what she means. A great quote she mentions is: “Whats’ working now is doing the exact opposite: figuring out what people want and finding ways to delight one person at a time, one person who is thrilled to talk about you to her friends, essentially turning the funnel on its head.”
3. You are given the difference model and how to use it
4. Finally you are given the difference model of a few companies such as Airbnb and Moo.
Some strong points:
1. The overall theme is to step back, and look at what everyone wants and how you plan to deliver it to them in a way THEY want it. Or even look back and what your company/business is doing now.
2. Build your brand one person at a time.
3.“Creating difference is to make something that changes how people feel and makes them fall just a little more in love, not with what we sell but with themselves”.
4. Advertising interrupts our lives, and we decrease our 'value' by spending more on advertising - not on the product.
What to EXPECT:
1. It's not a strongly supported book, that is - there's a framework but little depth and minimal exploration
2. A lot of Seth Godin's overall theme can be found within this book, as well as his quotes.
3. The difference model is a model that simply steps you back and allows you to determine what your idea and business aim to do.
Some of the weaker points and why I couldn't give it top stars:
1. The model itself does NOT tell you how companies became who they are, in my honest opinion. For example, you will look into how Airbnb does what it does now, sort of in hindsight - but you will NOT know that Airbnb started as two people who needed to have extra money to pay for their loft in San Fran. For me, the latter was sort of what I was expecting - but their 'difference' was created because they realised people needed accommodation for big events etc.
2. It starts off strong but then becomes less and less supported as the book unfolds.
3. The examples which supports the framework itself are examples in her life or observations of companies which have risen up.
Overall the book was an interesting read, but more a reinforcement of things we forget about when creating something different.
This is a book that has application in so many different aspects of business life - small business, start ups, the "marketing department" of bigger organisations, not for profit.. you name it.
The real genius in this book though, is that Bernadette shows us how to apply her thinking. She has created a series of difference maps to show the application from big to small, not for profit to artisan business. It's clever because she emphasises that all organisations should do this irrespective of size or sector - but equally important, she shows us how it can be done. Once you've seen a number of different examples, it makes the thinking around your own personal circumstances all the easier to work out.
This book has prompted action from me.. Again, unlike a number of books that you mean to get back to and do something with, but just don't.
But Bernadette's advice is far too simplistic and absolute. She lost me with her criticism of doing anything other than understanding 'why' people buy. For sure, it's important to tap into emotional drivers of a buyer. But that alone won't make a great business, and to discount all other tools in marketing is irresponsible advice. You can't discount the relevance of other areas of marketing - even if there are too many out there doing it wrong. That aside, the brevity of the book means she really only touches superficially on the concept of 'why'. She really needs to go deeper and be more convincing about why the why matters most.
This book didn't live up to the hype. It actually reads more like a hack job to promote her consultancy. What I don't understand is why Seth Godin gave it such a generous review.
For any readers interested in this topic, I recomment the following books. The On Purpose business by Kevin McCarthy (to help understand how to build a value driven business), Positioning by Ries and Trout (how to categorise and pitch to unmet needs), and Influence by Cialdini (understanding social psychology and persuasive triggers).