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How to Be Different: Create “Wow!”


How do you break your company or product away from the pack of sameness?

Welcome to the first in a series of guides highlighting techniques marketing experts suggest to be different and build awareness… Here are some thoughts by Tom Peters…

Who:

Tom Peters

What:

“WOW!”

What is it?

Wow is “stepping out (individuals at all levels in a firm and independent contractors) and standing out (corporations and organizations) from the growing crowd of look-alikes. Being average has never had much appeal. Better to fail with flair in pursuit of something neat…”

How is is done?

Tom offers 210 stories – some short, some long – which are examples of people and companies doing WOW things… While Tom doesn’t offer step-by-step instructions on creating a WOW idea, you will be inspired by his examples. Examples are arranged into these chapters:

  • Starters
  • Getting Things Done
  • Milk, Cookies and Managing People
  • Pens, Toilets, and Businesses That Do It Differently
  • Just Say No to Commodities (And Yes to Free Spirits)
  • Breaking the Mold
  • The Wacky World (or [mostly] what have you done about Asia today?)
  • Searching for the Diversity Advantage
  • Tomorrow’s Strange Enterprises
  • Entrepreneurs’ Dreams
  • Lists!
  • Attaining Perpetual Adolescence
  • Parting Shots

Check Out

Books

Online

Articles by Tom Peters in Fast Company Magazine
(Don’t let the dates of 1999 dissuade you – this writing is just as relevant today as it was then)

Next post, Doug Hall and Dramatic Difference

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