Book Description: Why trying to be the best â€¦ competing like crazy â€¦ makes you mediocreEvery few years a bookâ€”through a combination of the authorâ€™s unique voice, storytelling ability, wit, and insightâ€”simply breaks the mold. Bill Brysonâ€™s A Walk in the Woods is one example. Richard Feynmanâ€™s â€śSurely Youâ€™re Joking, Mr. Feynman!â€ť is another.Â Now comes Youngme Moonâ€™s Different, a book for â€śpeople who donâ€™t read business books.â€ť Actually, itâ€™s more like a personal conversation with a friend who has thought deeply about how the world works â€¦ and who gets you to see that world in a completely new light. Â If there is one strain of conventional wisdom pervading every company in every industry, itâ€™s the absolute importance of â€ścompeting like crazy.â€ť Youngme Moonâ€™s message is simply â€śGet off this treadmill thatâ€™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.â€ť Different provides a highly original perspective on what it means to offer something that is meaningfully differentâ€”different in a manner that is both fundamental and comprehensive. Â Youngme Moon identifies the outliers, the mavericks, the iconoclastsâ€”the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even â€śhostile,â€ť almost daring you to buy what they are selling. The MINI Cooper was launched with fearless abandon: â€śWorried that this car is too small? Look here. Itâ€™s even smaller than you think.â€ť Â 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 â€śextras.â€ťÂ Different shows how to succeed in a world where conformity reignsâ€¦but exceptions rule.From the Hardcover edition.