Different: When the exception dictates the rule

How can we explain Google's dominance, which, amidst the content megaportals, became the number one website on the internet while offering fewer benefits on its homepage? And what about the success of Dove's campaign for True Beauty, in which the stars weren't supermodels but rather ordinary women? These brands became benchmarks in the category for being different, and it is based on them—and others of equal impact—that Youngme Moon interprets the fascinating world of consumption through the prism of differentiation. *Diferencia* is written from a unique and precise perspective, teaching how to stand out in an increasingly standardized market, where all products competing in a given category appear the same thanks to marketing specialization. The book resembles an informal conversation with someone who has reflected deeply on how our society works: herd behavior, anti-marketing, hostility to consumers. Youngme Moon's message in the book suggests a curious position outside the competitive whirlwind that leads nowhere. The author combines lessons from research, case studies of companies like Google and Red Bull, and classroom experiences to tell the stories of nonconformists. The result is a clever deconstruction of the weird and wonderful consumer culture through the prism of differentiation, an unusual look at what's on display on supermarket shelves.