Difference: The one-page method for reimagining your business and reinventing your marketing

Marketing is not a department―it's the story of how you create difference for your customers.We spent $500 billion globally on advertising in 2013.

Every year we're spending more money, to interrupt more people, more often, with messages they don't care about and don't pay attention to.

We've come to believe that the way to succeed is to have an advantage―by being different or better, more visible, or just plain louder.What if, instead of finding ways to be one step ahead of your competition, you could build and market your business to give people a reason to choose you? What if you could completely reinvent a category or experience? What if you could stop trying to beat the competition, and become the competition?