July 2015
Intermediate to advanced
160 pages
2h 52m
English
Content preview from The Brand Flip: Why customers now run companies and how to profit from it
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COMPETING ↬ DIFFERENTIATING
One reason purpose is so powerful is that it can help a company over hurdles that would seem insurmountable to less committed rivals. Others give up; you double down. Yet even purpose, passion, and commitment are not enough to win the race. You also need strategic differentiation.
Differentiation is the process of staking out a market position that you can own and defend. When your offering is unique and compelling enough, you don’t need to compete on price. In fact, you don’t need to compete much at all, except for attention. In most customers’ minds there’s only one Amazon, one Patagonia, one Dyson, one Twitter, one Muji, one Tesla, one Rosetta Stone, one Mayo Clinic. These companies and their products stand alone ...
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