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Get Different: Marketing That Can't Be Ignored!
From Mike Michalowicz, bestselling author of Profit First , Clockwork , and Fix This Next , a practical and proven guide to standing out in a crowded market.
Many business owners are frustrated because they feel invisible in a crowded marketplace. They know they are better than their competitors, but when they focus on that fact, they get little in return. That's because, to customers, better is not actually better. Different is better. And those who market differently, win.
In his new marketing book, Mike Michalowicz offers a proven, no-bullsh*t method to position your business, service, or brand to get noticed, attract the best prospects, and convert those opportunities into sales. Told with the same humor and straight-talk that's gained Michalowicz an army of ardent followers, with actionable insights drawn from stories of real life entrepreneurs, this book lays out a simple, doable system based on three critical questions every entrepreneur and business owner must ask about their
1. Does it differentiate?
2. Does it attract?
3. Does it direct?
Get Different is a game-changer for everyone who struggles to grow because their brand, message, product or service doesn't stand out and connect with customers--the long-anticipated answer to the defining business challenge of our time.
Many business owners are frustrated because they feel invisible in a crowded marketplace. They know they are better than their competitors, but when they focus on that fact, they get little in return. That's because, to customers, better is not actually better. Different is better. And those who market differently, win.
In his new marketing book, Mike Michalowicz offers a proven, no-bullsh*t method to position your business, service, or brand to get noticed, attract the best prospects, and convert those opportunities into sales. Told with the same humor and straight-talk that's gained Michalowicz an army of ardent followers, with actionable insights drawn from stories of real life entrepreneurs, this book lays out a simple, doable system based on three critical questions every entrepreneur and business owner must ask about their
1. Does it differentiate?
2. Does it attract?
3. Does it direct?
Get Different is a game-changer for everyone who struggles to grow because their brand, message, product or service doesn't stand out and connect with customers--the long-anticipated answer to the defining business challenge of our time.
304 pages, Hardcover
Published September 21, 2021
184 people are currently reading
777 people want to read
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Displaying 1 - 30 of 36 reviews
October 11, 2021
Core idea of this book: If you're doing the same thing everyone else in your category is doing, you aren't going to win by outworking them or by doing it "better" than them. As he says, "Better is not better; different is better."
He has a framework for being different--but in a way that draws them to you (not repels them)--and that has a clear call to action. Plus he's huge on running small experiments before making big spends. It's one of the most clear, practical and engaging books on marketing that I've read in a long time.
He has a framework for being different--but in a way that draws them to you (not repels them)--and that has a clear call to action. Plus he's huge on running small experiments before making big spends. It's one of the most clear, practical and engaging books on marketing that I've read in a long time.
December 29, 2021
Such an easy read. I really like Mike Michalowicz. I just bought all of his books because Profit First completely changed my business in six months.
This book was fun and filled with wacky ideas that really got my creative juices flowing about how to blow away future and current clients with service and care.
This book was fun and filled with wacky ideas that really got my creative juices flowing about how to blow away future and current clients with service and care.
May 27, 2025
it's a good thing this nobody came forward with this information. i mean adidas is no more because it does the same crap nike and puma do, only it has those ugly three stripes. or do you remember disney plus? that long dead streaming service was offering the same junk as netflix, only more disney princesses. or was it the other way around: nobody remembers netflix because they did not have enough disney princesses to differentiate from the crowd?
and one of the first marks of spam was to have a subject line with an exclamation mark, or more.
and one of the first marks of spam was to have a subject line with an exclamation mark, or more.
September 30, 2021
I loved Profit First and it transformed how I run my small business. Struggling to find value here but I think I need to re-listen. Maybe difficult as an audio book? I love the author, humor, but some of the same stories/examples and hard to pull out tangible stuff to apply to business/marketing other than the message to be different. Going to take a second attempt at reading.
Read
January 4, 2022To stand apart from the competition, forget your standard industry marketing practices. To attract customers’ attention, you’ll have to dare to be different. As long as you present a valuable opportunity to your prospects, invest intelligently, and measure your progress, you can turn marketing experiments into profitable leads.
actionable advice:
Find your “-est.”
To stand out in your industry, you have to be more than just the best – you have to be the best at something specific. Explore where you stand by searching for superlatives, or words ending in “-est,” online; you’ll find a list of about a thousand words. As you skim the list, consider which words resonate with you the most. To establish your unique positioning, select a few that are in line with your objectives and your customers’ needs.
---
You need a clear goal to market effectively.
Visualize yourself at the foot of an enormous mountain. What could motivate you to climb to the top? Maybe you think it’d be really cool to get up there. But that alone probably wouldn’t be enough to overcome the challenge.
Now, what if your child were at the top of that mountain? And what if, at the same time, a villain were scaling the mountain to get her? That’s a mission that will get you going – a lot more than simple desire!
Similarly, if you want to maximize your chances of marketing effectively, it’s important to be aware of your mission, and your competition, from the get-go.
The key message here is: You need a clear goal to market effectively.
Before you begin developing your experiment idea, know your desired outcome. There are many different goals you might have: retaining a customer, getting newsletter sign-ups, or selling a certain product to a given customer. This objective, known as your “win,” is your marketing mission – the top of the proverbial mountain.
Next, you must determine specifically what your customers are looking for, and how you can meet those needs. Ask yourself what you’re promising to give to your prospects. If you offer a range of different products and services, which ones are going to be most appreciated by your prospects – and why? This will help you form your marketing mission.
Say you have a window-selling business, for instance. Your “what” would be a draft-proof window. That’s your promise to your prospects – in this case, homeowners. Meanwhile, your “win” is selling new windows. And your greater mission is to save homeowners from cold and drafts.
But remember our proverbial villain racing you to the top of the mountain? Keeping an eye on your competition can also serve as motivation. The author keeps a photo of someone he labels his “nemesis” – a greedy and dishonest so-called marketing expert – on the wall in his office. Whenever he’s unsure of the value of his offer, he takes one look at that photo, cringes, and gets motivated to outmarket him by doing everything differently.
Once you have your list of prospects, a marketing mission, and an awareness of the competition, you’re fully equipped to get to the nitty-gritty: budgeting.
---
Point your customers toward action by offering a simple directive.
You know how street performers have a container set out in front of them? When you pass a busker or a mime, it’s pretty obvious what they want you to do with that container: express your appreciation for their work by putting money in it.
Of course, you may not want to tip. But the fact that their request is so simple and specific maximizes the odds that you will. This is the power of a clear directive.
The key message here is: Point your customers toward action by offering a simple directive.
The final stage of the Get Different framework is designed to hold your prospects’ attention and keep them engaged long enough to take the next action. Remember your “win,” the desired marketing outcome that you developed earlier? Well, this stage is the time to communicate that to your customer.
When directing your customer toward your objective, it’s essential that you keep your call to action as simple and direct as possible. Adding steps makes it less likely your prospect will respond the way you want. On the other hand, an effective idea paired with a clear call to action can transform a business.
Take Dorothy and Ted Hustead, who in 1931 ran a supermarket in rural Wall, South Dakota. It was right after the Great Depression – and in the middle of nowhere – so customers weren’t exactly pouring in. But one hot summer, Dorothy came up with a way to draw people in: Why not offer free ice water at the store?
She decided to put up a sign on the road in the area advertising food and drinks, but the only direct call to action was, “Come to Wall Drug for free ice water.” Thanks to the simple directive, Wall Drug became a major tourist stop that summer – and attracted millions of visitors every year that followed as the store continued to expand. Customers initially came for the free ice water, but they came back time and again for the experience.
When thinking about your directive, ask yourself what offers instant gratification to your customers. And what satisfies their long-term desires? If you sell grills, for example, the instant benefit may be a free “easiest ways to fire up a grill” booklet. Meanwhile, the long-term benefit would be a functional grill that lasts.
Once you have a clear directive, you’ve arrived at the final stage of your Get Different marketing experiment.
actionable advice:
Find your “-est.”
To stand out in your industry, you have to be more than just the best – you have to be the best at something specific. Explore where you stand by searching for superlatives, or words ending in “-est,” online; you’ll find a list of about a thousand words. As you skim the list, consider which words resonate with you the most. To establish your unique positioning, select a few that are in line with your objectives and your customers’ needs.
---
You need a clear goal to market effectively.
Visualize yourself at the foot of an enormous mountain. What could motivate you to climb to the top? Maybe you think it’d be really cool to get up there. But that alone probably wouldn’t be enough to overcome the challenge.
Now, what if your child were at the top of that mountain? And what if, at the same time, a villain were scaling the mountain to get her? That’s a mission that will get you going – a lot more than simple desire!
Similarly, if you want to maximize your chances of marketing effectively, it’s important to be aware of your mission, and your competition, from the get-go.
The key message here is: You need a clear goal to market effectively.
Before you begin developing your experiment idea, know your desired outcome. There are many different goals you might have: retaining a customer, getting newsletter sign-ups, or selling a certain product to a given customer. This objective, known as your “win,” is your marketing mission – the top of the proverbial mountain.
Next, you must determine specifically what your customers are looking for, and how you can meet those needs. Ask yourself what you’re promising to give to your prospects. If you offer a range of different products and services, which ones are going to be most appreciated by your prospects – and why? This will help you form your marketing mission.
Say you have a window-selling business, for instance. Your “what” would be a draft-proof window. That’s your promise to your prospects – in this case, homeowners. Meanwhile, your “win” is selling new windows. And your greater mission is to save homeowners from cold and drafts.
But remember our proverbial villain racing you to the top of the mountain? Keeping an eye on your competition can also serve as motivation. The author keeps a photo of someone he labels his “nemesis” – a greedy and dishonest so-called marketing expert – on the wall in his office. Whenever he’s unsure of the value of his offer, he takes one look at that photo, cringes, and gets motivated to outmarket him by doing everything differently.
Once you have your list of prospects, a marketing mission, and an awareness of the competition, you’re fully equipped to get to the nitty-gritty: budgeting.
---
Point your customers toward action by offering a simple directive.
You know how street performers have a container set out in front of them? When you pass a busker or a mime, it’s pretty obvious what they want you to do with that container: express your appreciation for their work by putting money in it.
Of course, you may not want to tip. But the fact that their request is so simple and specific maximizes the odds that you will. This is the power of a clear directive.
The key message here is: Point your customers toward action by offering a simple directive.
The final stage of the Get Different framework is designed to hold your prospects’ attention and keep them engaged long enough to take the next action. Remember your “win,” the desired marketing outcome that you developed earlier? Well, this stage is the time to communicate that to your customer.
When directing your customer toward your objective, it’s essential that you keep your call to action as simple and direct as possible. Adding steps makes it less likely your prospect will respond the way you want. On the other hand, an effective idea paired with a clear call to action can transform a business.
Take Dorothy and Ted Hustead, who in 1931 ran a supermarket in rural Wall, South Dakota. It was right after the Great Depression – and in the middle of nowhere – so customers weren’t exactly pouring in. But one hot summer, Dorothy came up with a way to draw people in: Why not offer free ice water at the store?
She decided to put up a sign on the road in the area advertising food and drinks, but the only direct call to action was, “Come to Wall Drug for free ice water.” Thanks to the simple directive, Wall Drug became a major tourist stop that summer – and attracted millions of visitors every year that followed as the store continued to expand. Customers initially came for the free ice water, but they came back time and again for the experience.
When thinking about your directive, ask yourself what offers instant gratification to your customers. And what satisfies their long-term desires? If you sell grills, for example, the instant benefit may be a free “easiest ways to fire up a grill” booklet. Meanwhile, the long-term benefit would be a functional grill that lasts.
Once you have a clear directive, you’ve arrived at the final stage of your Get Different marketing experiment.
March 19, 2023
Excellent clearcut advice for winning marketing.
September 27, 2023
This book resonated with me a lot, because… I am a lot “different” as a person :) And too often I think that I must bury my weirdness deep into the ground to be “official” and “trustworthy” - but this book screams at me: NO! Different IS GOOD! Be You, stand out! “The greatest risk is not being seen as a joke, the greatest risk is not being seen at all!”. And I also like the motivational part - since we do think our product is better then the competitors, then we have the moral obligation to out-market them - because otherwise the clients end up with a less superior product. Sell/market your superior product - not because you need to sell them, but because customers benefit from this. So “better” is not “better”, because people will not find it. DIFFERENT is better. "I will not wait for them to find me, I make a vow for them to see me". Dare to step up and stand out, be as obvious and noticeable as a lighthouse. To sum up the book: “Does D.A.D. approve?” Differentiate, Attract, Direct! If your marketing isn't working, than more money will not fix it - You have to change something. Oh, and word of mouth is not marketing - it’s a passive channel waiting for the clients to do something.
March 27, 2022
I’m obsessed with Mike’s book. I purchased all his books (except Toiler Paper Entrepreneur). At the beginning, he started the book with a very strong message that resonate with me. Which I will paraphrase from memory: if you believe that your product or services will change or improve lives, it’s your responsibility to market and be noticed!
This book help you just that with a practicable guide, examples, and a word of encourage along the way.
He will teach you how to identify your target customer segment and how to market to them using marketing experiment created.
If you’re an avid business books reader or an entrepreneur looking to improve their sales, this book is for you. This is one of the best marketing book I’ve read and there’s no fluff only 100% values. Not only theoretical BS but also actionable step-by-step practical guide to get different and market your business.
As always, like I mentions in other reviews of his books: Mike delivery tremendously values and practicable ways to implement what he teach without you ever need to purchase any courses or program from him if you don’t want too. Mike is a real MVP!
This book help you just that with a practicable guide, examples, and a word of encourage along the way.
He will teach you how to identify your target customer segment and how to market to them using marketing experiment created.
If you’re an avid business books reader or an entrepreneur looking to improve their sales, this book is for you. This is one of the best marketing book I’ve read and there’s no fluff only 100% values. Not only theoretical BS but also actionable step-by-step practical guide to get different and market your business.
As always, like I mentions in other reviews of his books: Mike delivery tremendously values and practicable ways to implement what he teach without you ever need to purchase any courses or program from him if you don’t want too. Mike is a real MVP!
January 21, 2025
Get Different got me the info I was looking for from this book. I love Mike’s learnings that he shares with us. He’s a down to earth guy, talking about how to make real things happen. No fluff, not business suit and tie crap. Not following business practices for the sake of business practices.
Get Different gave some great examples and approaches on how to think of DIFFERENT marketing ideas. They felt like practical brainstorming techniques and ideas to get you thinking differently. It made it feel like I went from: “think of a funny different idea magically” to “oh with these handful of approaches, we could probably think of 20 different ideas quickly.” This is what I wanted from the book and it delivered.
He also touches on some basic normal marketing stuff. I’m no expert at all in this space, but it aligned with some other stuff I’ve read on more practical marketing, which was good, but I read it quickly as it wasn’t what I was here for.
The biggest takeaway is: stop being afraid to be different. Different is what’s going to make your marketing successful. Then he’s got some workshop ideas and tips how to start your Different journey.
Get Different gave some great examples and approaches on how to think of DIFFERENT marketing ideas. They felt like practical brainstorming techniques and ideas to get you thinking differently. It made it feel like I went from: “think of a funny different idea magically” to “oh with these handful of approaches, we could probably think of 20 different ideas quickly.” This is what I wanted from the book and it delivered.
He also touches on some basic normal marketing stuff. I’m no expert at all in this space, but it aligned with some other stuff I’ve read on more practical marketing, which was good, but I read it quickly as it wasn’t what I was here for.
The biggest takeaway is: stop being afraid to be different. Different is what’s going to make your marketing successful. Then he’s got some workshop ideas and tips how to start your Different journey.
July 6, 2025
Top 10 Books on Marketing I've ever read.
Differentiate, Attract, Direct - D.A.D.
Simple, actionable, and a reminder about information from classic books about positioning, branding/marketing, yet clearly articulated in ways that apply to the modern business world.
In addition, the information is presented in a very easy to understand manner that allows for everyone from a Small Business Owner to a Fortune 500 Company to benefit from this.
If you've read books like Blue Ocean Strategy/Shift, Contagious by Jonah Berger, Hooked by Nir Eyal, Buyology & Brandwashed by Martin Lindstrom, Purple Cow & Permission Marketing by Seth Godin, Unleashing the Ideavirus by Seth Godin, Differentiate or Die by Jack Trout, The Power of Little Ideas, The 22 Immutable Laws of Marketing, Positioning by Jack Trout, etc. this book belongs in the same breath of information that should be ignored at your own peril.
The free resources make it even better!
Differentiate, Attract, Direct - D.A.D.
Simple, actionable, and a reminder about information from classic books about positioning, branding/marketing, yet clearly articulated in ways that apply to the modern business world.
In addition, the information is presented in a very easy to understand manner that allows for everyone from a Small Business Owner to a Fortune 500 Company to benefit from this.
If you've read books like Blue Ocean Strategy/Shift, Contagious by Jonah Berger, Hooked by Nir Eyal, Buyology & Brandwashed by Martin Lindstrom, Purple Cow & Permission Marketing by Seth Godin, Unleashing the Ideavirus by Seth Godin, Differentiate or Die by Jack Trout, The Power of Little Ideas, The 22 Immutable Laws of Marketing, Positioning by Jack Trout, etc. this book belongs in the same breath of information that should be ignored at your own peril.
The free resources make it even better!
November 12, 2021
A Thoughtful and Insightful Marketing Book
Mike Michalowicz is a storyteller and a marketing expert. He instantly captures attention in the opening pages of this audiobook for GET DIFFERENT. In our crowded marketplace, Michalowicz has learned through failure (and success) what it takes to stand out and be different. Whether you are trying to sell a product or a service, every listener can gain personal insights and value from this audiobook. I enjoyed it and recommend it.
W. Terry Whalin is an editor and the author of more than 60 books including his recent 10 Publishing Myths, Insights Every Author Needs to Succeed .
Mike Michalowicz is a storyteller and a marketing expert. He instantly captures attention in the opening pages of this audiobook for GET DIFFERENT. In our crowded marketplace, Michalowicz has learned through failure (and success) what it takes to stand out and be different. Whether you are trying to sell a product or a service, every listener can gain personal insights and value from this audiobook. I enjoyed it and recommend it.
W. Terry Whalin is an editor and the author of more than 60 books including his recent 10 Publishing Myths, Insights Every Author Needs to Succeed .
Read
January 4, 2022The human brain is designed for survival, grasping opportunities, and avoiding danger. Rest is ignored by it. Therefore, to get notified by possibilities, we have to be different. Different in building out strategy, understanding the market, our target audience, and our odds of success. Having a clear goal helps us to define a clear path and also to grab the prospects' attention.
How to have a clear goal?
By understanding what gives the customers, Instant gratification, followed by their long-term desire.
How to have a clear goal?
By understanding what gives the customers, Instant gratification, followed by their long-term desire.
November 28, 2021
I like reading books about marketing and business that don’t put me to sleep. This is one of those books. Inspiring, motivating and action-driven. Along with the steps described in the book, there are worksheets on his website to help you along with the process of marketing differently. In other words, rather than just another business book that leaves you hanging, this one feels more like a personal coach pushing you along.
August 3, 2022
Audiobook is the best way to experience a Mike Michalowicz book. Love the humor!
The title immediately grabbed me. I love different. I love approaches that stand out. I've never wanted to "fit in" so this really spoke to me from the get-go. I enjoyed hearing about the different campaigns and suggestions for brainstorming. Now I need to complete the bonus materials and GET DIFFERENT... and have fun doing it. :D
The title immediately grabbed me. I love different. I love approaches that stand out. I've never wanted to "fit in" so this really spoke to me from the get-go. I enjoyed hearing about the different campaigns and suggestions for brainstorming. Now I need to complete the bonus materials and GET DIFFERENT... and have fun doing it. :D
April 19, 2024
I don't think Mike would mind me being honest in my review... There is some good stuff in here, but ultimately I felt it was overlong, and I was put off by some of the weird (stupid?) anecdotes/case studies. Mike is definitely energetic and passionate, but the audiobook was a bit annoying to listen to. Maybe I shouldn't have listened on 1.5x speed. It was too frantic. I know lots of people love Mike's material, but it's just not for me! And that's okay!
July 20, 2025
This book isn't the traditional marketing methods guide. It's packed with a plan for looking for unique, unusual ways to promote your product, service, or business. There are a lot of examples for inspiration, as well as worksheets and true stories of others who have executed these plans. Mike stresses the importance of testing every idea and encourages readers to not give up if the idea does not meet the desired outcome. He also stresses that the simplest ideas are often the most effective.
October 6, 2021
yet another amazing book. very helpful and hands on!
October 22, 2021
As an ex-marketer this book breaks things down in a way that anyone could do what I did.
March 1, 2022
Loved this! Read it twice back to back. Getting different with marketing and being attractive to customers.
June 28, 2022
Great book that helps you think ... different(ly) about marketing.
September 27, 2022
This a really practical book.
November 23, 2022
Why haven't I heard of this book before? This book is 20x more actionable than Seth Godin's Purple Cow.
December 6, 2022
Many good points. For me, I could only take it in small portions. Didn't care for the author or the non-stop self promoting but valued the content.
December 27, 2022
One of the best marketing books I have ever read. Actionable steps to take in every chapter. A new perspective to view your current marketing and business, and make changes to yield results.
January 10, 2023
It sure is different
Packed with many great examples of doing marketing differently. Savannah Bananas and "the paint baby". Just two of hilarious stories.
Packed with many great examples of doing marketing differently. Savannah Bananas and "the paint baby". Just two of hilarious stories.
May 15, 2023
This is one of those books every business owner needs to read! Embrace your weird, be authentic and find different ways to market your business! Filled with gold!
July 6, 2023
I liked it. Just wished more of the ideas were relevant to my specific use case, and that maybe some creative exercises could’ve been inserted to better solidify the lessons.
October 24, 2023
I love Mike Michalowicz but this one was lacking in comparison to Profit First, Pumpkin Plan, etc. Just quite wasn't up to par.
December 30, 2023
Excellent. Many usable practical tips. Very easy to listen to. I can see results in the practices I have already implemented. I will reread this book many times for sure. Highly recommend.
March 20, 2024
Good read. Lots of good info and great ideas to help you stand out and get noticed in your business.
Displaying 1 - 30 of 36 reviews