Different—Surviving in the Era of Extreme Competition

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Features: Dedicated to Rosser Reeves, the man who made the "Unique Selling Proposition" famous worldwide. He was truly a man ahead of his time; none of us realized how competitive the world would become. In Differentiate or Die, best-selling author Jack Trout speaks bluntly, criticizing marketers for often taking shortcuts and playing with high-tech gimmicks when they should be focused on the valuable unique qualities of their products. To determine why some marketers successfully differentiate themselves while others struggle and fail, the author examines successful differentiation strategies in detail—from giants like Dell, Southwest Airlines, and Walmart to small businesses like the Stryker Unleavened Bread Company, with their success stories all included. This book is not just a collection of marketing success stories, but an in-depth exploration of today's most successful differentiation strategies. Differentiate or Die introduces the content of these strategies, when and where they should be applied, and how they can help you carve out your identity in a crowded market. Marketing managers in various organizations, regardless of size, can learn how to achieve product differentiation through the following strategies: redefining the U.S.P., positioning, having a creative idea, and competing. Differentiate or Die outlines many paths you can take to implement differentiation strategies, while also warning about the difficulties of achieving differentiation through creative, low-cost, customer-oriented, or quality-driven methods, as competitors can also do the same.