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Get Different summary

Mike Michalowicz

Marketing That Can't Be Ignored!

4.3 (268 ratings)
22 mins

Brief summary

Get Different by Mike Michalowicz is a guide for business owners to stand out in crowded markets by using unconventional marketing techniques and creating a unique brand voice. It emphasizes on innovation and differentiation to create a dedicated customer base.

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    Get Different
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    To get noticed by prospects, be different.

    Imagine you’re sitting on a plane. It’s about to take off, and there’s a lot going on. Seatbelts clicking. Overhead compartments shutting and opening. The pilot’s voice on the intercom. In spite of all of this commotion, most passengers are probably zoning out or on their phones. After all, this is what happens before every flight.

    Now, imagine that a fellow passenger two rows behind you begins whooping loudly and flailing his arms around. There’s no doubt that you – and every passenger on the plane – will turn your attention to him. That’s because the spectacle is not only unexpected, but different. And what’s different, gets noticed.

    This is the key message: To get noticed by prospects, be different.

    To understand why humans are wired to ignore what’s expected, consider that our hunter-gatherer ancestors depended on their ability to filter out sensory data for survival. Recurring sounds like leaves crunching, for example, were not as important as the unexpected ones: passing deer hooves signaling dinner, or a lion’s approach signaling danger. 

    The human brain is designed for survival at this level: to grasp opportunities, avoid danger, and ignore the rest. Your mind is excellent at ignoring anything that repeatedly proves to be neither an opportunity nor a threat.

    This phenomenon is known as habituation – and it explains why so many marketing crazes are short-lived. 

    After all, the first goal of all marketing efforts is to get attention; before you can sell the benefits of your product or service, you need an audience. But when businesses use the same marketing tactics over and over again, customers become habituated to them and eventually learn to stop paying attention. 

    Think of the first time you got a marketing email that addressed you by your first name. The informal address probably made you stop for a second. Other companies addressed you as “Dear customer,” and here was this message hitting you up like a pal.

    Now, though, personalized marketing emails are the norm. As soon as you spot an unsolicited “Hey, Name” email from a company, you don’t stop to appreciate the friendliness – you hit delete and get on with your day. 

    In marketing, going the tried-and-tested route means you’ll blend into the background. To get noticed, you have to make choices that are different from everyone else. But first, you have to know whose attention you’re after. 

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    What is Get Different about?

    Get Different (2021) is a practical guide for entrepreneurs who want to leverage their market strategies and set themselves apart from the competition. Using an established framework, it offers step-by-step guidance on how to turn a marketing experiment into a strategic plan that gets you noticed and generates leads.

    Get Different Review

    Get Different (2021) by Mike Michalowicz is a book that offers fresh perspectives and practical strategies for standing out in a crowded marketplace. Here's why this book is worth your time:

    • Through real-world examples and case studies, it provides actionable insights on how to differentiate your business and attract customers.
    • It presents a step-by-step approach to help you identify your unique value proposition and create a compelling brand that resonates with your target audience.
    • With its engaging writing style and humorous anecdotes, the book manages to deliver valuable business advice while keeping the reader entertained and eager to learn more.

    Who should read Get Different?

    • Business owners seeking new leads
    • Marketing professionals and enthusiasts 
    • New entrepreneurs

    About the Author

    Mike Michalowicz built and sold two million-dollar companies: Olmec Systems and a computer forensic firm. He is now an author and public speaker on business and entrepreneurship. He’s written several other best-selling books, including The Toilet Paper Entrepreneur and Profit First

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    Get Different FAQs 

    What is the main message of Get Different?

    Getting different is about standing out and attracting attention in a crowded marketplace.

    How long does it take to read Get Different?

    The reading time for Get Different varies depending on the reader's speed. However, the Blinkist summary can be read in just 15 minutes.

    Is Get Different a good book? Is it worth reading?

    Get Different is worth reading because it provides valuable insights and strategies for standing out from the competition.

    Who is the author of Get Different?

    The author of Get Different is Mike Michalowicz.