From the Book - Second edition.
The creeping commoditization of categories
Whatever happened to the unique selling proposition?
Reinventing the unique selling proposition
Quality and customer orientation are rarely differentiating ideas
Creativity is not a differentiating idea
Price is rarely a differentiating idea
Breadth of line is a difficult way to differentiate
The steps to differentiation
Differentiation takespPlace in the mind
Being first is a differentiating idea
Attribute ownership is a way to differentiate
Leadership is a way to differentiate
HeritageiIs a differentiating idea
Market specialty is a differentiating idea
Preference is a differentiating idea
How a product is made can be a differentiating idea
Being the latest can be a differentiating idea
Hotness is a way todDifferentiate
Growth can destroy differentiation
Differentiation often requires sacrifice
Being different in different places
Maintaining your difference
Differentiation in the new world of buzz
You can differentiate anything
Who is in charge of differentiation?