In the book Differentiate or die, authors Jack Trout and Steve Rivkin makes the argument that brand positioning have to be very differentiated in the customer’s mind to create a successful business. Customers have little time or patience for those who offer nothing different than everyone else.
He explains how the task of getting and building that differentiation is actually quite simple as few alternatives exist. For e.g. you can have a differentiated product (toothpaste with baking soda and whiteners, when no one else has both), or be the newest and most up-to-date (the latest Intel microprocessor. Other suggestions are also provided in the book.
However If it’s that simple why do most people miss this point? The authors provide insight by carefully analysing the organizational thinking that goes on in many companies that creates a stall in this progression. A trap for many companies has been to focus on the latest management fad rather than create and increase perceptual differentiation.
It is more important than ever before to differentiate your product from its competition.
The authors first address differentiation in three different ways and then outline four steps to successfully differentiate yourself from competitors. A worthy book for any entrepreneur or manager.