Top Highlights

• "three insatiable demands of business—free, perfect, and now."
• today's real competition—competition that's so pervasive we can't even see it—doesn't come from direct or even indirect competitors. It comes from the extreme clutter of the marketplace.
• in a world of extreme clutter, is that you need more than differentiation. You need RADICAL differentiation.
• marketers often conduct focus groups, which, while helpful in some situations, are notably unhelpful for encouraging innovation. This is because radical differentiation doesn't test well in focus groups.
• A better way to judge a new offering is to map customer feedback against a success pattern. When you draw a chart with two axes, one for "good" and one for "different," you can see how your business concept stacks up against other successful zags.