Differentiate or Die
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Amazon.co.uk
Marketing guru Jack Trout has made a very handsome living by saying the same thing over and over for decades. "Be different" is the mantra that has run through books such as Marketing Warfare and the best selling Positioning: The Battle for Your Mind. "Being different is at the heart of everything we've done for almost 30 years", he admits. Well he's at it again with Differentiate Or Die. But the strange thing is that every time he repeats his argument, it is truer and more relevant than the time before. With business now a global-free-for-all conducted at the speed of thought, with consumers deluged by a proliferation of choice, being different has become a necessary (if not sufficient) condition for corporate survival.
Trout makes the case with customary panache and his easy-reading opinionated style is both entertaining and informative. In the first third of the book he wades through a hate-list of things that are not differentiating ideas. Top of his "not" chart lies his bête noire, "quality and customer orientation". Reward schemes, better service and customer satisfaction are all dismissed with a casual side-swipe as either counterproductive or merely the basic minimum requirement of being in business. "You can indeed use this [service as a differentiator] as a strategy. But only if your competition is stupid enough to let you", carps Trout. The same goes for creativity--boy does he hate "creativity", price and "breadth of line". He then spends most of the rest of the book offering fertile ground upon which businesses can differentiate themselves. These include being first, attributing ownership, leadership, heritage, speciality, manufacture and topicality. Finally he concludes with an awful warning on the need to maintain absolute focus--your difference should be expressed in just one word--and the danger of growth, which is that it destroys differentiation.
Trout is contentious, provocative and almost certainly right in everything he says about the need for differentiation to lie at the heart of corporate strategy. Differentiate or Die is a must read for all non-marketers in business and a useful refresher for those who think they already know it. --Alex Benady -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
Amazon.com
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 -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
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4 von 5 Kunden fanden die folgende Rezension hilfreich:
2.0 von 5 Sternen
Why?,
Rezension bezieht sich auf: Differentiate or Die: Survival in Our Era of Killer Competition (Gebundene Ausgabe)
This book is pretty meaningless. It tries to make it appear that Porter's generic strategy Differentiation is something Trout and Rivkin has discovered. It feels like a Tom Peters book, a lot of shouting, little substance, great show and disregard what has come before. Even though Trout and Rivkin has written good books before, this is not one of them.Best left on the shelf. Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
1 von 1 Kunden fanden die folgende Rezension hilfreich:
5.0 von 5 Sternen
Once Again, Trout Produces A Wrap Too Good For Your Fish,
Von Gary M. Moore (San Diego, California) - Alle meine Rezensionen ansehen
Rezension bezieht sich auf: Differentiate or Die: Survival in Our Era of Killer Competition (Gebundene Ausgabe)
Few "How To" books live up to their expectation, this one exceeds pre-published accolades. It's done by logically and clearly stating the essential case for service and product differentiating. An established national organization was able to follow the formulas to reborn thinking processes and practical action steps. Any company can benefit from it's wisdom. Is the book perfect? No. But your strategies for your products and services better be headed that way, and Jack Trout's thought process can help. Whether you're trying to hold onto your existing customer base or attempting to take customers away from your competitors, this book can help. Trying to understand all the noise about establishing "brand" with your products and services? This book can help. Have you taken the time to establish what makes your products or services unique? This book can help. If you're the leader in a category or an "also ran", this book can help. Got it? I recommend you get it.
Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
1 von 1 Kunden fanden die folgende Rezension hilfreich:
5.0 von 5 Sternen
Strategy is all about differentiation.,
Von Ein Kunde
Rezension bezieht sich auf: Differentiate or Die: Survival in Our Era of Killer Competition (Gebundene Ausgabe)
In the new global world order, you either differentiate and survive,or you die, as Mr Trout has been preaching for 30 years. I read thisbook fresh from the printer, and was happy to see, for the first time by Mr Trout, some practical advice on how to do it. How to get there - if we are here? One can just hope that enough European executives read this book before it is too late... END
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