Different

<b>What if working like crazy to beat the competition did exactly the opposite making you mediocre and more like the competition?</b> <p/>In today's world of overabundant consumer choices and superfluous apps upgrades add-ons and features brands have become nearly identical as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options. <p/>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. <p/>Using her original research on companies such as IKEA and Google Moon will inspire you to be counterintuitive and <i>meaningfully</i> different--to rethink your business strategy to stop conforming and start deviating to stop emulating and start innovating. Because to stand out you must become the exception not the rule.