In this excellent book, Doctor Moon sets the stage by explaining what is wrong with so many businesses attempts to differentiate. “Business has been reduced to the artful packaging of meaningless distinctions as true differentiation.“ She goes on to point out that we live in a world where, “Only a connoisseur can see the subtle differences in features between competing products,” and worse, “a novice will only see the similarities.” I guess that makes me a toothpaste novice. What about your potential customers, are they novices or connoisseurs when it comes to your product or service? If they’re like me, then practicing this kind of ” Heterogeneous homogeneity, “(great phrase isn’t it?) with your offerings “ in a persistent attempt to root out overlooked consumer pockets,” will only lead you down “an expensive route to commoditization.” Doctor Moon’s insights can save you from falling into the trap of “heterogeneous homogeneity.” Her first and most important insight is that you must be willing to stop “being a member of the herd. “ “The minute you capture comparative differences on paper the natural inclination for businesses in the comparative set is to focus on eliminating those differences rather than accentuating them.” The brands that succeed she points out, “Are the ones who understand the rules so they will also understand the urgency to break them.” Doctor Moon gives the reader three different avenues of differentiation to explore, and cites success cases in all of them. She is careful to make it clear that there are no rules in the world of differentiation and that sometimes a blended approach is best. She cautions that you have to be brave to go down the road to true differentiation. “The truth is that sustainable differentiation is rarely a function of well roundness. It is typically a function of lopsidedness. The same can be said of excellence because excellence on any extreme almost always involves trade-offs. “ Do you want to offer an excellent product or service? Do you want to stop selling toothpaste and start blazing trails towards selling unique products and services such as iPhones that you talk on while waiting in line at Starbucks, which is not a coffee house but a social hub? If so, come back next week and learn what you can do to create real and sustainable differentiation for your offerings.