“Consumption has become the identity cloak of our generation.”
“breakaway brands succeed in transforming their industries. They leave their imprint by expanding product definitions, by stretching category boundaries, and by forcing competitors to play catch-up for years to come.”
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.