Different: Escaping the Competitive Herd Audiobook (Free)

Why looking to be the very best … competing like crazy … makes you mediocre

Every few years a book-through a combined mix of the author’s unique voice, storytelling ability, wit, and insight-simply breaks the mold. Expenses Bryson’s A Walk in the Woods is normally one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is definitely another.

Today comes Youngme Moon’s Different, a book for “people who don’t go through business books.” In fact, it’s similar to a personal conversation with a friend who has believed about Different: Escaping the Competitive Herd deeply about how exactly the world functions … and who gets you to find out that globe in a completely new light.

When there is one strain of conventional wisdom pervading every company atlanta divorce attorneys industry, it’s the absolute need for “competing constantly.” Youngme Moon’s message is simply “Log off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition gets the perverse consequence of making you like everyone else.” Different provides a extremely first perspective on what this means to offer something that can be meaningfully different-different in a manner that can be both fundamental and comprehensive.

Youngme Moon identifies the outliers, the mavericks, the iconoclasts-the players who’ve thoughtfully rejected orthodoxy and only an approach that’s more adventurous. Some are also “hostile,” almost daring you to get what they are selling. The MINI Cooper premiered with fearless abandon: “Concerned 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, nearly 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 previous pile on feature upon feature with their house pages, while Google is like an austere store, dominating a category filled up with “extras.”

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