Marketing is not a department—it’s the story of how you create
difference for your customers. We spent $500 billion globally on advertising in
2013. Every year we’re spending more money, to interrupt more people, more
often, with messages they don’t care about and don’t pay attention to. We have
come to believe that the way to succeed is to have an advantage—by being
different or better, more visible, or just plain louder.
What if, instead of finding ways to be one step ahead of your
competition, you could build and market your business to give people a reason
to choose you? What if you could completely reinvent a category or experience?
What if you could stop trying to beat the competition, and become the
competition? Difference lifts
the lid on how brands like Airbnb, Uber, and Apple have succeeded by creating
difference, and gives you a new one-page method for reimagining your business
and reinventing your marketing. It helps you to recognize opportunities that
create value, to develop products and services that people want, and to matter
to your customers. Download and start listening now!