Different

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Youngme Moon is the Donald K. David Professor at Harvard Business School. One of HBS’s most popular teachers, Dr. Moon has received the Student Association Faculty Award for teaching excellence on multiple occasions. Dr. Moon’s research focuses on innovative consumer-marketing strategies and her work has been published widely, including in Harvard Business Review.

出版者:Crown Business
作者:Youngme Moon
出品人:
页数:288
译者:
出版时间:2010-4-6
价格:USD 26.00
装帧:Hardcover
isbn号码:9780307460851
丛书系列:
图书标签:
  • 思维 
  • 商业 
  • 商业模式 
  • 市场营销 
  • 创新 
  • 经济 
  • Innovation 
  • 战略 
  •  
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Review

“...to give a bullet-point summation of takeaways is to deny the real value of this lovely book.”--Harvard Business Review

Product Description

Why trying to be the best … competing like crazy … makes you mediocre

Every few years a book—through a combination of the author’s unique voice, storytelling ability, wit, and insight—simply breaks the mold. Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is another.

Now comes Youngme Moon’s Different, a book for “people who don’t read business books.” Actually, it’s more like a personal conversation with a friend who has thought deeply about how the world works … and who gets you to see that world in a completely new light.

If there is one strain of conventional wisdom pervading every company in every industry, it’s the absolute importance of “competing like crazy.” Youngme Moon’s message is simply “Get off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else.” Different provides a highly original perspective on what it means to offer something that is meaningfully different—different in a manner that is both fundamental and comprehensive.

Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look here. It’s even smaller than you think.”

These are players that strike a genuine chord with even the most jaded consumers. In fact, almost every success story of the past two decades has been an exception to the rule. Simply go to your computer and compare AOL and Yahoo! with Google. The former pile on feature upon feature to their home pages, while Google is like an austere boutique, dominating a category filled with “extras.”

具体描述

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编者在前言里说到:穆恩似乎很清楚,学者常常通过两种方法增进人们对事物的理解。第一是把核心部分提取出来,二是依靠意外的信息源,对复杂的现象进行全新的阐释。就我而言,更习惯化繁为简,因此就把全书最核心的道理简要讲诉吧。 正如穆恩在书中所言,市场营销是组织...  

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这本书在两天内读完。 亚马逊页面上评价差距很大,有人评五星,有人评一星。还留下“洛里啰嗦一个意思反复说不值这个钱”之类的抱怨。 恰巧手边有一本朋友的书。刚翻到第一章前10页,就立马在亚马逊上下了单。这么好的宝贝对于某些人却是垃圾,果然佛见佛,魔见魔。 在这本...  

用户评价

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Idealism.

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明明是经营学的书,却读出了从自己出发的味道。比方说,如何实现差别化,不是通过竞争,而是如何跳出竞争的论述。很有滋味。我禁不住想到演讲,这个让我长久以来竞争不息的主题。但是,竞争的意义呢?居然似乎是——我被异质同质化了么?同时,试回想,我18年来只为一个人的演讲拼命鼓掌到手红。那是怎样的演讲,怎样的飞扬和跋扈。我并没有在梦乡,让一行行诗显得荣耀。但在亲眼目睹那种自信,充盈和英姿风发的时候,我认为那就是演讲舞台上完全的脱却。我应当始终记着我在朝着这个目标前进,靠近。有一天我会做得更棒。我一定可以。

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明明是经营学的书,却读出了从自己出发的味道。比方说,如何实现差别化,不是通过竞争,而是如何跳出竞争的论述。很有滋味。我禁不住想到演讲,这个让我长久以来竞争不息的主题。但是,竞争的意义呢?居然似乎是——我被异质同质化了么?同时,试回想,我18年来只为一个人的演讲拼命鼓掌到手红。那是怎样的演讲,怎样的飞扬和跋扈。我并没有在梦乡,让一行行诗显得荣耀。但在亲眼目睹那种自信,充盈和英姿风发的时候,我认为那就是演讲舞台上完全的脱却。我应当始终记着我在朝着这个目标前进,靠近。有一天我会做得更棒。我一定可以。

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非常喜欢书里的概念,因为我自己本身非常不喜欢“因循守旧”。另外说一句,中译本可以说是故意背离了(everything against)原作者的写作意图,做翻译做到这个地步真是太了不起了...

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Despite Professor's Young's claim to deliver a different type of marketing book - one that probes the more philosophical underpinnings of the “Be Differentiated” trite, the most “differentiated” part of her book might be its promotional video on Amazon. Nevertheless, her tripod model of differentiation is a well-intended but less-convincing attempt to make sense of some of the more recent marketing/business model innovations

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