Get Different

About the Author

Mike Michalowicz is a celebrated entrepreneur and author, known for his innovative approach to business and marketing. He has launched and sold two multimillion-dollar companies, and his bestselling books, including Profit First, The Pumpkin Plan, Clockwork, The Toilet Paper Entrepreneur, and Fix This Next, have garnered widespread acclaim. Michalowicz is a sought-after speaker who has shared his insights on various platforms such as TEDx, CreativeLive, and INCmty. His work has been featured in renowned publications like The Wall Street Journal, Entrepreneur, and Harvard Business Review. Through his books and talks, Michalowicz aims to inspire and empower business owners to achieve success by challenging conventional wisdom and adopting creative strategies.

Main Idea

In Get Different: Marketing That Can’t Be Ignored, Mike Michalowicz introduces a groundbreaking approach to marketing, emphasizing the necessity of standing out in a market flooded with messages. He argues that many businesses struggle because they fail to differentiate themselves from competitors. Michalowicz's solution is the DAD Marketing Framework, which consists of three key steps: Differentiate, Attract, and Direct. This framework guides businesses in crafting marketing campaigns that not only capture attention but also convert leads into loyal customers. The book challenges readers to rethink their marketing strategies and adopt a more innovative and personalized approach.

Table of Contents

• Introduction: The Urgency of Being Different
• Your Responsibility to Market
• The DAD Marketing Framework
• Step 1: Differentiate
• Step 2: Attract
• Step 3: Direct
• The Target One Hundred
• Conclusion: The Power of Unique Marketing

Introduction: The Urgency of Being Different

Michalowicz begins the book by addressing the overwhelming amount of marketing messages consumers receive daily. In such a cluttered landscape, traditional marketing methods often fail to stand out, leading to great products and services being overlooked. He emphasizes that differentiation is not just beneficial; it's essential for survival. Michalowicz encourages business owners to step out of their comfort zones and embrace unconventional methods to make their brands noticeable.

"If there is one thing Mike Michalowicz cannot abide, it’s letting 'great products and services languish in obscurity.'"

The introduction sets the tone for the rest of the book, highlighting the urgency of adopting unique marketing strategies to ensure that a business does not fade into the background. It is a clarion call for all business owners to take control of their marketing destinies and make bold choices.