You should read this book.
You should read this book if your job involves selling something to someone; which includes most of us. You should read this book to help you step back from the daily grind and really think about what makes brands different and more importantly what makes them unique.
Moon’s slender volume isn’t chock full of specific advice detailing steps 1 through 100 on how to beat the competition, but rather is an elegant examination of how today’s consumer culture gives us more of what we think we want, but less of what we need.
Too many marketing books (past and present) rely on a critical analysis of the competition and offer more examples and instructions that only gives us more of what Moon describes as “heterogeneous homogeneity”. She is right to argue that there are so many choices today, but so many are the same. If you want to be Google, IKEA and In-N-Out different, read this book and for once try something new. It might become the norm eventually and seem absolutely crazy at first, but it just might make you and your company different enough to matter.
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