Different is GOOD, Same is BAD.
This book turns marketing and branding on their head to focus not exclusively on the positives, but identify, analyze and celebrate the negatives of your brand, store or products and what makes you, uniquely you. This book shows how many companies utilize these "negative" attributes as a source of differentiation in a sea of sameness. There are dozens of case studies, stories and anecdotes on organizations, companies and businesses who have embraced their flaws and succeeded in forming a tribe of loyalists because they lean into what makes them weird.
A simple read you can finish on a coast to coast flight, it might take courage to shine a light on your flaws, but the results just might make you pretty FLAWSOME.
