Differentiate or Die by Jack Trout & Steven Rivkin

Your company isn't the only game in town, so how can you be competitive and stay in business in this economic environment?  Trout & Rivken's book is about the importance of differentiating yourself from your competitors.  Trying to be all things to all people is a mistake.  Instead, find a niche and focus your efforts there.

They have great suggestions (and warnings) throughout the book:

• If you try to do everything, your brand will lose focus.  It will no longer be clear what you are really about.

• Don't be afraid to brag about your accomplishments.  Those are a point of differentiation. 

• Too much growth can actually be a distraction, moving your focus away from the original message.

• Solid marketing skills and staying open to innovation is a must.

• Think about what makes you different and promote it as a benefit.

Differentiate or Die is an excellent read for any business, whether you are just getting started or have been around for a long time.