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The problem of too much choice affects not only the consumer but also the manufacturer or seller. Nowadays, it is not enough to produce quality goods and fulfil customer's whims - everyone does it. So how do you stand out among dozens, hundreds, thousands of identical products? Jack Trout and Steve Rivkin will teach you how to attract customer attention and stand out among products in the same category. The authors offer several universal, non-product-specific ways to differentiate yourself and provide examples of successful companies that have succeeded in doing so.