Differentiate or Die
by Jack Trout with Steve Rivkin
Ways to differentiate: being first, attribute ownership, leadership, heritage, specialty, preference, how it is made. Practical positioning follow-up.
Read it if…
you cannot say what makes you different.
See the book →
Skip it if…
you want Positioning first.
Try instead: Storynomics →
Three things you will actually use
- Difference must be real and simple.
- Quality is not a differentiator.
- Pick one.
Do this first
Pick one differentiator and build your message on it.
Our verdict
How to be different.
See the book →
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