Different

Escaping the Competitive Herd

Youngme Moon

如果列舉一個瀰漫各行各業的傳統商業特徵，那絕對會是「惡性競爭」這四個字，然而本書作者哈佛商學院穆恩教授所要傳達的訊息卻很簡單，趕快脫離這漫無目的重複行為，以眼還眼以牙還牙的商業模式，例如添加新的賣點、加強既有的功能，或是耍花招以期擊敗對手，這些手段最終導致一個扭曲的結果，就是讓自家的產品看來與眾人大同小異。

對於提供消費者實質上與眾不同的服務或產品這件事，《出類拔萃》提出了一個極富原創性的觀點，與眾不同就行為模式而言，它既是一切根本卻又淺顯易懂。

藉由本書，穆恩教授列舉業界那些特異獨行、打破常規的異數，那些偏好冒險進取的策略且深謀遠慮卻又拒絕流於傳統的商戰玩家，底下某些策略甚至略帶敵意，以自家產品公然挑戰消費者的購買意願；這當中 BMW MINI Cooper 的大膽行銷手法即屬一例：「擔心這部車太小？照過來，這比你所想的來得更迷你！」

事實上，過去廿年以來，幾乎每個成功的商業故事背後，都為打破常規的企業所宰制，閣下只需將美國線上 AOL、雅虎 Yahoo! 與 Google 兩相比較，前者的首頁塞滿了一項又一項的功能，相較之下 Google 卻像是一間風格簡約的時尚精品店，僅僅以一個應有盡有的應用程式選單就輕鬆稱霸了資訊世界！

《出類拔萃》，穆恩教授將帶領您如何成功在這個為窠臼所主宰的世界大放異采！

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

Here 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."

Different shows how to succeed in a world where conformity reigns…but exceptions rule.

■揚米．穆恩／Youngme Moon

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.

作者：揚米．穆恩／Youngme Moon

規格：平裝／Paperback，13.2 x 20.2 x 1.8 cm，288頁

出版商：Crown Business

出版日期：2011年09月06日

語言：英文

ISBN-13：978-0-307-46086-8

Different 新書。

Different new book。

★消費滿額可享免運優惠★

★FREE Shipping on Eligible Orders★