• Different by Youngme Moon

    Being Different

    Brands can follow one of three patterns to escape the gravity of hyper-mature categories. Reverse brands, breakaways, and hostile brands can all energize brand loyalty by breaking with the herd. True differentiation is a mindset and a commitment to engage with consumers as real people. Different: Escaping the Competitive Herd by Youhgme Moon   In the second half of Different Youngme Moon provides her ...
  • Different by Youngme Moon

    The race to sameness

    As product categories mature, there is a tendency for all offerings to resemble one another. Traditional marketing techniques and competitive pressure result in a homogenous set of products. To break free of this cycle, companies must invest in their differences rather than attempting to match competitor’s strengths. Different: Escaping the Competitive Herd by Youngme Moon   Although many business books have ...
  • Software Ecosystems by Amrit Tiwana

    Software platforms: redefining the basis of competition

    Competition in the software sector is moving from individual products and services to platform ecosystems. Five key trends are pushing companies to platform strategies. Platform Ecosystems: Aligning Architecture, Governance, and Strategy by Amrit Tiwana   Platform Ecosystems describes the dynamics that are driving the new basis of competition in software. This is one of the few books in-depth available on product ...
  • The other side of innovation by Vijay Govindarajan

    The other side of innovation

    Innovation is hard and ideas only get you up one side of the mountain. You still have to go over the other side to reach your goal by executing well. The Other Side of Innovation: Solving the Execution Challenge by Vijay Govindarajan   Vijay Govindarajan‘s four books cover different aspects of successful innovation that begins in established organizations (versus startups). In ...
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    Borrowing, Forgetting and Learning

    To successfully incubate and spin-off new ventures, companies must use the right mix of borrowing, forgetting, and learning organizational DNA.  Ten Rules for Strategic Innovators: From Idea to Execution by Vijay Govindarajan   Ten Rules for Strategic Innovators covers strategic innovation, which he defines as a process of exploring experimental strategies. He focuses specifically on what it takes to incubate and spin ...
  • Marketing as Strategy

    Strategic Segments: Going beyond the 4 P’s

    Differentiation within segments based on the four P’s is limited and easily replicated; strategic segments offer a more defensible position because they involve a more extensive value network. Marketing As Strategy: Understanding the CEO’s Agenda for Driving Growth and Innovation by Nirmalya Kumar Value networks are a key theme in Marketing As Strategy. Kumar describes value networks as “the orchestration of ...
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    Marketing as Strategy

    Marketing is uniquely situated to help companies achieve business goals. To do this, the CMO must rise above tactical metrics and the four P’s. Marketing As Strategy: Understanding the CEO’s Agenda for Driving Growth and Innovation by Nirmalya Kumar   In Marketing As Strategy Nirmalya Kumar exhorts marketers to step up, use marketing as a strategic lever, and move beyond the traditional four P’s. ...
  • Why People Buy

    The Esdel, the Thunderbird, and the Sputniks

    Why People Buy by Louis Cheskin Many of Louis Cheskin’s motivation research themes come together in his evaluation of the 1958 Ford Edsel market launch. He predicted the failure of the car that the Ford Motor Company put all its marketing muscle behind. Sensitivity to social and cultural forces, the need for unconscious level market research, and emphasis on a ...