Different
Escaping the Competitive Herd
Number of pages: 288
Publisher: Crown Business
BBB Library: Sales and Marketing, Corporate Success
ISBN: 9780307460868
Editorial Review
Imagine that you are standing in the middle of the cereal section of your local supermarket. Your job is to select a cereal you’ve never tried before, ideally one you’ll end up enjoying. How would you go about doing it? If you happen to be someone who has eaten cereal on a fairly regular basis throughout your life, the task is actually not that hard. In all likelihood, you’d simply walk down the aisle, mentally eliminating entire batches of cereals at once, say: all of the children’s cereals ... or anything that looked too sugary. You’d then winnow your selections further by applying a secondary set of filters, for example, anything with granola, or anything high fiber. After you’d narrowed the aisle down to a small subset of cereals ــــ maybe six or seven brands ــــ you’d layer on a few additional criteriaــــ perhaps dismissing anything containing raisins or anything in an ugly boxــــ until, boom, you’d made your selection.
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