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　　Why trying to be the best … competing like crazy … makes you

mediocre　　

Every few years a book—through a combination of the author’s

unique voice, storytelling ability, wit, and insight—simply breaks

the mold. Bill Bryson’s A Walk in the Woods is one example. Richard

Feynman’s “Surely You’re Joking, Mr. Feynman!” is another.　　

Now comes Youngme Moon’s Different, a book for “people who don’t

read business books.” Actually, it’s more like a personal

conversation with a friend who has thought deeply about how the

world works … and who gets you to see that world in a completely

new light. 　　

If there is one strain of conventional wisdom pervading every

company in every industry, it’s the absolute importance of

“competing like crazy.” Youngme Moon’s message is simply “Get off

this treadmill that’s taking you nowhere. Going tit for tat and

adding features, augmentations, and gimmicks to beat the

competition has the perverse result of making you like everyone

else.” Different provides a highly original perspective on what it

means to offer something that is meaningfully different—different

in a manner that is both fundamental and comprehensive. 　　

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. The MINI

Cooper was launched with fearless abandon: “Worried 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, almost 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 former pile on

feature upon feature to their home pages, while Google is like an

austere boutique, dominating a category filled with

“extras.”　　

Different shows how to succeed in a world where conformity

reigns…but exceptions rule.　　　　

From the Hardcover edition.

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　　Youngme Moon is the Donald K. David Professor

at Harvard Business School. One of HBS’s most popular teachers, Dr.

Moon has received the Student Association Faculty Award for

teaching excellence on multiple occasions. Dr. Moon’s research

focuses on innovative consumer-marketing strategies and her work

has been published widely, including in Harvard Business

Review. 

　　From the Hardcover edition.

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