Why aiming to be the best … competing constantly … enables you to 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. Bill Bryson’s A Walk in the Woods is normally one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is usually another.

Today comes Youngme Moon’s Different, a reserve for “individuals who don’t read business books.” In fact, it’s similar to a personal discussion with a pal who has thought about Different: Escaping the Competitive Herd deeply about how the world works … and who gets you to see that globe in a totally new light.

If there is one stress of conventional wisdom pervading every firm atlanta divorce attorneys industry, it’s the absolute importance of “competing constantly.” Youngme Moon’s message is simply “Get off this treadmill machine that’s acquiring you nowhere. Heading tit for tat and adding features, augmentations, and gimmicks to defeat the competition gets the perverse result of making you like everyone else.” Different offers a highly original perspective on what it means to offer a thing that is meaningfully different-different in a manner that is definitely both fundamental and extensive.

Youngme Moon identifies the outliers, the mavericks, the iconoclasts-the players who have thoughtfully rejected orthodoxy and only an approach that is more adventurous. Some are even “hostile,” nearly daring you to buy what they are available. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look right here. It’s even smaller sized than you think.”

They are players that strike an authentic chord with even the most jaded customers. In fact, nearly every achievement story of days gone by two decades has been an exception to the guideline. Simply head to your personal computer and evaluate AOL and Yahoo! with Google. The previous pile on feature upon feature with their house webpages, while Google is similar to an austere shop, dominating a category filled with “extras.”

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