Chapter 8

The Dynamics of Customer Value and Competitive Advantage

Youngme Moon’s new work, entitled Different, is an essay on differentiation in a competitive marketplace.1 In the book, Moon recounts how, in her early teaching experience, she provided detailed feedback to students on their work on specific dimensions of performance relative to the class average. She identified an interesting and very natural tendency for students to stop developing areas in which they exceeded the class average and to instead focus on improving the areas in which they were below the class average. Moon notes, “The most creative thinkers in the room were intent on improving their analytical skills, while the most analytical thinkers in the room were intent on ...

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