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-Escaping the Competitive Herd
/ Youngme Moon
5) This is where product marketers differ from consumers.
Where consumers are inconsistent in their attitude
toward progress, product marketers are consistent.
Where consumers are ambivalent in their regard for charge,
product marketers are ambivalent.
And where consumers are fickle in their posture
toward product evolution, product marketers are predictable.
6) This is precisely why, for the businessperson,
it can be useful to be a time-shifter.
Consider how augmentation-by-addition would appear,
revisited through the lens of collapsed sequential motion.
1.A company augments its value proposition
by offering consumers a new benefit.
2.Customers are pleased.
3.Competitors race to match (imitate) the augmentation.
4.The augmentation becomes standard across the category.
5.Satisfaction levels are recalibrated, which is to say
that customers now feel entitled to what they were
grateful for yesterday.
6.Meanwhile, the expected value proposition has expanded
and the minimal requirements for competing in the category
have gone up.
What liberates me, Youngme, is that I don’t worry about
being absolutely, 100 percent, right all the time.
If my goal were to be unassailable, I’d have very little
to offer the world.
What I try to do instead is look for the most interesting
2 percent I can find, and then provide a perspective on it
that people aren’t going to get anywhere else.
The trick, Youngme, is to always gravitate
toward the cool stuff that no one else is paying attention to.
Difference is deviance.
Difference is permutation.
Difference is a commitment to the unprecedented,
which is another way of saying it is a commitment
to letting go.
If I had to make a prediction,
I would say that the idea brands of tomorrow will be
the ones that embrace this, even as they take that
sharp left down that unpaved road.
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