JACK TROUT is President of Trout & Partners Ltd. (www.troutandpartners.com), one of the nation’s most prestigious marketing firms with offices in twenty-two countries. He is recognized as a top marketing guru and is the creator of the revolutionary concept of positioning. He is also the coauthor of the bestselling classic Positioning, among many other titles.STEVE RIVKIN is founder of Rivkin & Associates LLC (www.rivkin.net), a marketing and communication consultancy. He is coauthor of five books on marketing and communication strategy and is a frequent speaker at seminars and conferences around the world.

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• Chapter 1. The Tyranny of Choice 1Chapter 2. The Creeping Commoditization of Categories 11Chapter 3. Whatever Happened to the Unique Selling Proposition? 19Chapter 4. Reinventing the Unique Selling Proposition 27Chapter 5. Quality and Customer Orientation Are Rarely Differentiating Ideas 35Chapter 6. Creativity Is Not a Differentiating Idea 45Chapter 7. Price Is Rarely a Differentiating Idea 55Chapter 8. Breadth of Line is a Difficult Way to Differentiate 67Chapter 9. The Steps to Differentiation 75Chapter 10. Differentiation Takes Place in the Mind 83Chapter 11. Being First is a Differentiating Idea 93Chapter 12. Attribute Ownership is a Way to Differentiate 103Chapter 13. Leadership is a Way to Differentiate 117Chapter 14. Heritage is a Differentiating Idea 125Chapter 15. Market Specialty is a Differentiating Idea 137Chapter 16. Preference is a Differentiating Idea 145Chapter 17. How A Product is Made can be a Differentiating Idea 155Chapter 18. Being the Latest can be a Differentiating Idea 165Chapter 19. Hotness is a Way to Differentiate 175Chapter 20. Growth Can Destroy Differentiation 181Chapter 21. Differentiation Often Requires Sacrifice 191Chapter 22. Being Different In Different Places 199Chapter 23. Maintaining Your Difference 207Chapter 24. Differentiation in the New World of Buzz 217Chapter 25. You Can Differentiate Anything 225Chapter 26. Who is in Charge of Differentiation? 235Epilogue 243Notes 245Index 251