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Differentiate or Die

Differentiate or Die: Survival in Our Era of Killer Competition: Trout, Jack: 9780471028925: Amazon.com: Books

Please click on this link for the Differentiate or Die Book Summary.

In Differentiate or Die, bestselling author Jack Trout doesn’t beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product’s uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streit’s Matzoh and Connecticut’s tiny Trinity College to determine why some marketers succeed at differentiating themselves while others struggle and fail.

More than just a collection of marketing success stories, however, Differentiate or Die is an in-depth exploration of today’s most successful differentiation strategies. It explains what these strategies are, where and when they should be applied, and how they can help you carve out your own image in a crowded marketplace. Marketing executives in all types of organizations, regardless of size, can learn how to achieve product differentiation through strategies including:

  • Revisiting the U.S.P. – Rosser Reeves’s classic unique selling proposition approach, updated for today’s marketplace
  • Positioning – Understanding how the mind works in the differentiating process
  • Owning an Idea – Techniques to seize a differentiating idea, dramatize it, and make it your own
  • Competition – How to use differentiating ideas against your competitors in the marketplace

 

Consumers today are faced with an explosion of choices. In this environment, distinctive product attributes are quickly copied by competitors, perceived by consumers to be minimal, or both. Still, those who fail to differentiate their product or service in the mind of the consumer won’t stand a chance.

 

Differentiate or Die outlines the many ways you can achieve differentiation. It also warns how difficult it is to achieve differentiation by being creative, cheap, customer-oriented, or quality-driven things that your competitors can do as well.