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Index
Praise for Difference
Title Page
Copyright
Dedication
Contents
Introduction
THINKING DIFFERENCE
BEING DIFFERENT VS. CREATING DIFFERENCE
THE TEN CHARACTERISTICS OF DIFFERENCE THINKERS
Our Marketing-Made World
THE LOST ART OF MARKETING
HOW WE GOT HERE
IS IT TIME TO STOP ADVERTISING?
WHY YOUR BRAND DOESN’T NEED A UNIQUE SELLING PROPOSITION
THE SECRET OF DISRUPTIVE INNOVATIONS
THE ELEPHANT IN THE MARKETING ROOM
Our Bell Curve Is Melting
LEARNING HOW TO SEE
TINY MARKETS OF SOMEONE
BUILDING YOUR BRAND ONE PERSON AT A TIME
PEOPLE DON’T BUY FEATURES; THEY BUY PROMISES
INTANGIBLES HAVE A REAL-WORLD VALUE
VALUE AND THE MACARON EFFECT
THINKING BEYOND CUSTOMER NEEDS
EMOTIONAL POINTS OF DIFFERENCE
WHAT YOU MEASURE MATTERS, BUT WHAT’S HARD TO MEASURE MIGHT MATTER MORE
RELEVANCE IS THE NEW REMARKABLE
WHAT DO YOUR CUSTOMERS WANT?
Made To Matter
RETHINKING GROUPTHINK
THE P THAT MARKETING FORGOT
DEMOGRAPHICS VS. WORLDVIEWS
WHAT’S THE STORY?
EVERYONE OWNS THE TRUTH
THE CURRENCY OF THE FUTURE
THE DIFFERENCE MODEL
The Difference Model
PRINCIPLES
PURPOSE
PEOPLE
PERSONAL
PERCEPTION
PRODUCT
USING THE DIFFERENCE MAP: CASE STUDIES
USING THE DIFFERENCE MAP: THE TEMPLATE
THE THING THAT DIFFERENTIATES A GOOD IDEA FROM A GREAT ONE
BEING UNDERVALUED VS. BEING ‘THE ONE’
HOW YOU CREATE DIFFERENCE
References
Acknowledgements
Where to from here?
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