ビジネスで一番大切なこと [D5.ﾏｰｹﾃｨﾝｸﾞ]
- 作者: ヤンミ・ムン
- 出版社/メーカー: ダイヤモンド社
- 発売日: 2010/08/27
- メディア: 単行本
- なかなか面白い本でした。
- ●カテゴリーが成熟するにつれ、中にいる企業は一群となって競い合い、予測可能な一定の方向へと向かい、異質的同質性を帯びるようになる。消費者の選択肢は急増するが、それぞれの違いはほとんどの消費者にとって無意味なものだ。
- ●リーバス・ブランドは現代文化を映す鏡だ。過剰に満ちた世界では、そっけなさがある種の魅力を持つことを彼らは知っている。そして、そぎ落としたものに思わぬ恩恵を加え、私たちのツボを刺激するものだけを提供している。ex, IKEA=リテールテイメント
- ●ブレークアウェイ・ブランドは、歩幅をぎりぎりまで広げようとする。差別化のプロセスを連続体の極限で解釈し、カテゴリーから外れない範囲で原型を保とうとする。彼らは、カテゴリーにおける造反派であり、境界線の破壊者である。カテゴリー内にいながら、なおかつ、そこにとどまっていない。ex.SWATCH
- ●秀逸な「違い」のブランド。 ex.ハーレー、Doveのreal beauty campaign
●魅力的なロイヤルティプログラムとは、１）ポイントの取得や維持ではなく、もてなしによって顧客を驚かせる。２）顧客に賞品を渡すのではなく、顧客が自分を丁重に扱ってくれた社員に賞を与える、３）グループでポイントを貯められる、４）ペナルティなしでいつでもプログラムから抜けられる、５）希望するチャリティを選べる
内容紹介
彼女の授業は なぜ、それほど熱く支持されるのか？ 「競争戦略論」マイケル・ポーター、「イノベーションのジレンマ」クリステンセンと並び、ハーバード・ビジネススクールで絶大な人気を誇る、いま、最も注目される女性経営学者、初の著書！
Different: Escaping the Competitive Herd
- 作者: Youngme Moon
- 出版社/メーカー: Crown Business
- 発売日: 2010/04/06
- メディア: ハードカバー
Product Description
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.
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.
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