Differentiate or Die: Survival in Our Era of Killer Competition

I am a USA local and the products presented are pretty good examples. This is a book on the subject of "differentiation" though, not one on products. As a person using the material in this book, I hesitate to tell how good it is actually. Because if everyone used this then there would be more competition. But it seems plain, not everyone will get the material so I can use it to my own advantage. In conjunction with "positioning", this is fundamental material that can be used in a very valuable way in marketing or selling. The book clearly explains how homogeneity comes up short. Bill is like Bob. Jill is like Jane. Etc. Who should I buy from? Read the book and find out. Or better yet, think it's not as the positive reviews say and leave all the opportunity for us. This book should be a secret in boardrooms, but you realize while reading it that it's probably not.

Definitely it is a must read for all the bussines people. Jack Trout is the best

Have you ever looked at an advertisement and wondered what product was being sold? If so, you're not alone. Writers Jack Trout and Steve Rivkin thought the same thing and concluded, after 30 years in the marketing and advertising business, that the creative trend in ads has gone way too far. They believe modern companies should follow the advice of legendary ad man Rosser Reeves, and focus on their "Unique Selling Proposition." The authors caution that your company can survive in today's hyper-competitive environment only by accentuating its advantageous difference. Companies that don't promote their differences are in danger of being lost within a suffocating realm of choices. But proceed warily; focusing on the wrong difference could cost your business its business. We [...] see this as primary reading for execs at any company, since the ability to stand out might be today's key determinant to survival.

What I realy enjoyed about Diffentiate or Die was that it is as much a page turner as any good beach read (I took it on vacation), but at the same time is jammed packed with important insights and anecdotes from the worlds of marketing and branding. The style is so lively and skips along so easily, that within a few pages one has visited the success and failure stories of many important global companies. Although I totally recommend the book for entertainment and recreational reading, it is a very helpful companion for anyone who works in the strategic corporate arena. The authors certainly seem to have their finger on the pulse, and I can only admire how they have managed to collect such a treasury of marketing war stories...my advise is, pick it up and browse a few pages next time you're in a bookstore. You won't want to put it down in a hurry.

When I purchased this book I thought it was another very basic marketing book. However, I was amazed at the speed at which my mind wanted more every page I turned. It is an excellent source for novices to C.E.O.'s. Being a C.E.O. myself I make it a point to read one business book a week. I am glad I picked this one. It's a must read book for everyone who thinks they are running a good business.