By striving for differentiation from the competition, you end up losing the difference.trap
-
Youngme Moonâs âDifferentiation Trapâ
- effort
- Examine competitive products in detail
- Add features that are not in your product
- Enhance features that are inferior to the competition
- Trying to make a difference by retrofitting features that have no difference.
- Examine competitive products in detail
- This effort will cause change in the direction of eliminating differences in everything except âtrying to make a differenceâ.
- The âdifferenceâ is often a âsuperficial difference that can be added after the fact,â not an essential difference.
- Creators recognize this as a point of differentiation, but customers do not.
- The result is a âproduct with no intrinsic differenceâ despite the effort
- effort
-
In the context of personal productivity.
- I think the biggest differentiator is âhe/she is passionate about itâ.
- Working out of a sense of obligation reduces productivity.
-
Whatâs the differentiation?â The question âWhatâs the differentiation?
- Many people do it because itâs an easy question to answer.
- When you donât understand the technical content, it is easy to pull out the closest thing you can think of and ask, âWhatâs the difference between these things?â It is easy to pull out the closest thing you can think of and ask, âWhatâs the difference?
- Itâs common to be exposed to these kinds of questions, so you need to think about countermeasures, but striving to differentiate yourself from such things in the early stages of a project may fall into the âdifferentiation trapâ mentioned above.
-
Mr. Takezako clearly states in his PM profile that he âwelcomes reinventing the wheelâ https://www.ipa.go.jp/files/000054588.pdf
-
The addition approach leads to averaging.
-
Youngme Moonâs idea of measures to prevent differentiation traps
- Idea Brand
- Reverse Brand
- Ignore performance axes that are considered âgoodâ in existing products
- Googleâs strategy of creating a page with only a search window as opposed to the amount of information that competitors are cramming into their portals.
- Cell phones for children/elderly people that dare to include limited functionality while smartphones are becoming more sophisticated.
- Ignore performance axes that are considered âgoodâ in existing products
- breakaway brand
- Existing product classifications to be classified differently.
- Hostile Brand
- Reverses and emphasizes the performance axis that the majority of consumers consider âgoodâ.
- Iâm not sure how it differs from reverse.
- Is the difference between the âcreatorâ or the âbuyerâ as the entity that thinks it is good?
- Going to fight with the majority (HOSTILE)
- Aim for consumers to be polarized between âlikesâ and âdislikesâ.
- Reverses and emphasizes the performance axis that the majority of consumers consider âgoodâ.
- Reverse Brand
- Idea Brand
This page is auto-translated from /nishio/ć·źć„ćăźçœ using DeepL. If you looks something interesting but the auto-translated English is not good enough to understand it, feel free to let me know at @nishio_en. Iâm very happy to spread my thought to non-Japanese readers.