Differentiate or Die: Survival in Our Era of Killer Competition

There are no magic pills though. The best thing is to read and learn from a lot of perspectives and then start to navigate the waters you happen to be sailing. No two markets or products are going to be the same. In fact, the same product will require a different based on where it is in the adoption/maturity cycle.

edw519 · 2010-07-12 · Original thread

This reminds me of my favorite quote from my favorite business book, Differentiate or Die by Jack Trout, with emphasis on "Anything that others could claim just as well as you can, eliminate.":

The best way to really enter minds that hate complexity and confusion is to oversimplify your message. The lesson here is not to try to tell your entire story. Just focus on one powerful differentiating idea and drive it into the mind. That sudden hunch, that creative leap of the mind that "sees" in a flash how to solve a problem in a simple way, is something quite different from general intelligence. If there's any trick to finding that simple set of words, it's one of being ruthless about how you edit the story you want to tell. Anything that others could claim just as well as you can, eliminate. Anything that requires a complex analysis to prove, forget. Anything that doesn't fit with your customers' perceptions, avoid.

http://www.amazon.com/Differentiate-Die-Survival-Killer-Comp...

edw519 · 2009-11-06 · Original thread

"Differentiate or Die"

Google this phrase or buy the book:

http://www.amazon.com/Differentiate-Die-Survival-Killer-Comp...

My favorite passage:

"The best way to really enter minds that hate complexity and confusion is to oversimplify your message. The lesson here is not to try to tell your entire story. Just focus on one powerful differentiating idea and drive it into the mind. That sudden hunch, that creative leap of the mind that "sees" in a flash how to solve a problem in a simple way, is something quite different from general intelligence. If there's any trick to finding that simple set of words, it's one of being ruthless about how you edit the story you want to tell. Anything that others could claim just as well as you can, eliminate. Anything that requires a complex analysis to prove, forget. Anything that doesn't fit with your customers' perceptions, avoid."

with particular emphasis on:

Just focus on one powerful differentiating idea and drive it into the mind.

Why should anyone choose you?

edw519 · 2008-03-04 · Original thread

Similar to the message of one of my favorite marketing books:

http://www.amazon.com/Differentiate-Die-Survival-Killer-Comp...

edw519 · 2007-10-28 · Original thread

My experience is that none of the self-help books ever did very much for me. This includes Steven Covey, Dale Carnegie, Tony Robbins, Zig Zigler, the Secret, etc., etc., etc. Some were entertaining, but that was it. I understand that these books do help many people who need their messages; I'm just not one of them. I prefer books that inspire me and tell me what to do.

My favorites?

How to Get Rich by Felix Dennis.

http://www.amazon.com/How-Get-Rich-Felix-Dennis/dp/009192166...

Differentiate or Die by Jack Trout

http://www.amazon.com/Differentiate-Die-Survival-Killer-Comp...

Art of the Start by Guy Kawasaki

http://www.amazon.com/Art-Start-Time-Tested-Battle-Hardened-...

The 22 Immutable Rules of Marketing by Al Ries and Jack Trout

http://www.amazon.com/22-Immutable-Laws-Marketing/dp/1861976...

Digitial Aboriginal by Mikela Tarlow and Philip Tarlow

http://www.amazon.com/Digital-Aboriginal-Direction-Instincti...

and, of course

Founders at Work by Jessica Livingston

http://www.amazon.com/Founders-Work-Stories-Startups-Early/d...

Hackers and Painters by Paul Graham

http://www.amazon.com/Hackers-Painters-Big-Ideas-Computer/dp...

Before you do anything else, go to paulgraham.com and read all of the essays! I don't want to sound like a shill or hero worshipper for pg, but, understand, these essays are the very best thing out there for anyone on this forum. I am here because of the essays, not the other way around.

ISBN: 0471028924