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Download Different: Escaping the Competitive Herd Audiobook

Extended Audio Sample Different: Escaping the Competitive Herd Audiobook, by Youngme Moon Click for printable size audiobook cover
3 out of 53 out of 53 out of 53 out of 53 out of 5 3.00 (278 ratings) (rate this audio book) Author: Youngme Moon Narrator: Bernadette Dunne Publisher: Penguin Random House Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date: April 2010 ISBN: 9780307712417
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If there is one strain of conventional wisdom pervading every company in every industry, it’s the absolute importance of “competing like crazy.” Youngme Moon’s message is simply “Get off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else.” Different provides a highly original perspective on what it means to offer something that is meaningfully different, different in a manner that is both fundamental and comprehensive.

Youngme Moon identifies the outliers, the mavericks, the iconoclasts, the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look here. It’s even smaller than you think.”

These are players that strike a genuine chord with even the most jaded consumers. In fact, almost every success story of the past two decades has been an exception to the rule. Simply go to your computer and compare AOL and Yahoo! with Google. The former pile on feature upon feature to their home pages, while Google is like an austere boutique, dominating a category filled with “extras.”

Different shows how to succeed in a world where conformity reigns, but exceptions rule.

Download and start listening now!

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Quotes & Awards

  • “To give a bullet-point summation of takeaways is to deny the real value of this lovely book.”

    Harvard Business Review

Listener Opinions

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Doug Stotland | 2/19/2014

    " I enjoyed the ideas and the way she writes but classic example of a book that was probably a magazine article or bschool case study that someone stretched to sell as a book. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Cmwalla | 2/8/2014

    " I don't generally like "business" books but this one was... well... different. Youngme doesn't write in bulletpoints or finish chapters with checklists. She takes a thoughtful and counterintuitive look at what it means to be "different" in a cluttered, cacophonous marketplace. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Trilok | 1/27/2014

    " A rather interesting explanation of the problems caused by the explosion of choices in certain products (cars, cereals, clothing stores, etc) and the ways Marketers have been tackling them. Even if you're never going to try to create and sell a product, it helps to be in the know of how marketing strategies suck you in. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Naomi | 1/21/2014

    " Another book of being different in a different way ^^ "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Phil Costa | 1/13/2014

    " Fantastic business book that is both insightful and really well written. Plus, Moon practices what she writes about by delivering in a style that is refreshingly, yes, different. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 William Hoos | 1/10/2014

    " Some good ideas about what is happening in the over consumption and lack of differentiation especially on whether to match competitors or stay segmented and differentiated, but parts drag on a bit. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 John Maguire | 1/3/2014

    " Like many of these popular management theory books, there is the one idea repeated a few times. Having said that, the one idea is pretty clearly and convincingly explained. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Tim Plett | 11/30/2013

    " A good and insightful book. It gives me permission to be who I really am. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Hafiz Rahman | 11/29/2013

    " A concise, clearly written, and (somehow) heartfelt book about market differentiation, a subject that was foreign to me before. Reading it makes you just want to apply the ideas contained there. Not as a tactic, but because there doesn't seem to be a reason not to. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Robert Boyd | 9/3/2013

    " As someone with an engineering background and very little education on marketing, this book served as a fantastic intro. Youngme does a stellar job of analyzing some of the most interesting brands of our time and what makes them different. Definitely recommend. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Nevine Mehrez | 8/20/2013

    " One of the most enjoyable ones I have read! "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Hatem Dowidar | 8/18/2013

    " A light read but insightful marketing book. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 G. Kofi | 7/31/2013

    " Good book though somewhat repetitive. While the concepts aren't new, the author does a good job of outlining them and illustrating examples. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Prana Business | 6/3/2013

    " Fantastic. Simply one of the best business books I've read in years. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Danny | 4/15/2013

    " We live in a world of brands. Some brand categories are a blur and others we know intimately. This is a real thinking person's book about how we relate to the brands in our lives and how companies might shift the way in which we relate to them. As a marketer or a consumer, this is a great read. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Colleen | 2/19/2013

    " perhaps because of my background in marketing, I liked this book. Sometimes a bit self-explanatory, but at other times, deeply revelatory. Thoughtful analysis of why traditional marketing no longer 'cuts it' in the business environment. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Brian | 11/18/2012

    " Quick Read. Some good chapters on hostile brands, but no major insights. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Lori Grant | 9/27/2012

    " A must-read book on competition for knowledge workers who want to be in executive role and entrepreneurs. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Mark Polino | 9/8/2012

    " I thoroughly enjoyed Youngme Moon's take on Marketing. There were no magic to do lists and yet I found myself thinking about ways to apply some of the lessons from the book. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Reynard | 4/13/2012

    " Very intriguing ideas about how hard competition have been driving market players to narrowly, well-beaten, worn-out paths. Insightful, indeed. Her writing also has a narrative tone, and some personal touch, which is really nice and believable. "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Megan | 11/20/2011

    " Short. Really really short. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Lisa Irwin | 8/7/2011

    " This book definitely lead to me changing the way I think about Apple... and buying the Heavenly Bed for home. On the whole this book felt very Gladwell-ish... meaning I found little tidbits that I found fascinating but on the whole managed to skim much of it "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Mark | 5/8/2011

    " I thoroughly enjoyed Youngme Moon's take on Marketing. There were no magic to do lists and yet I found myself thinking about ways to apply some of the lessons from the book. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Joe | 1/26/2011

    " Fantastic. Simply one of the best business books I've read in years. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Robert | 1/25/2011

    " As someone with an engineering background and very little education on marketing, this book served as a fantastic intro. Youngme does a stellar job of analyzing some of the most interesting brands of our time and what makes them different. Definitely recommend. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 John | 1/9/2011

    " Like many of these popular management theory books, there is the one idea repeated a few times. Having said that, the one idea is pretty clearly and convincingly explained. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 G. Kofi | 12/2/2010

    " Good book though somewhat repetitive. While the concepts aren't new, the author does a good job of outlining them and illustrating examples. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Phil | 11/9/2010

    " Fantastic business book that is both insightful and really well written. Plus, Moon practices what she writes about by delivering in a style that is refreshingly, yes, different. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 William | 10/23/2010

    " Some good ideas about what is happening in the over consumption and lack of differentiation especially on whether to match competitors or stay segmented and differentiated, but parts drag on a bit. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Lisa | 7/4/2010

    " This book definitely lead to me changing the way I think about Apple... and buying the Heavenly Bed for home. On the whole this book felt very Gladwell-ish... meaning I found little tidbits that I found fascinating but on the whole managed to skim much of it "

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About the Author

Youngme Moon is the Donald K. David Professor at Harvard Business School. She has received the Student Association Faculty Award for teaching excellence on multiple occasions. Her research focuses on innovative consumer-marketing strategies and her work has been published widely, including in Harvard Business Review

About the Narrator

Bernadette Dunne is the winner of seventeen AudioFile Earphones Awards and has twice been nominated for the prestigious Audie Award. She studied at the Royal National Theatre in London and the Studio Theater in Washington, DC, and has appeared at the Kennedy Center and off Broadway. She lives in Brooklyn.