Get Different audiobook cover - In a crowded marketplace, “better” often disappears into the background—so this gentle guide helps business owners practice being meaningfully different, earn attention quickly, and guide potential customers toward clear next steps that create real sales.

Get Different

In a crowded marketplace, “better” often disappears into the background—so this gentle guide helps business owners practice being meaningfully different, earn attention quickly, and guide potential customers toward clear next steps that create real sales.

Mike Michalowicz

★ 4.0 / 5(3 ratings)
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Categories:
Marketing & SalesEntrepreneurshipCareer & Success

If You're Curious About These Questions...

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Key Takeaways from Get Different

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Get Different
Overcome Habituation+
Target Prospects+
Marketing Goal+
Budgeting+
Clear Opportunity+
Simple Directive+
Measure & Iterate+
Unique Positioning+

Quiz — Test Your Understanding

Question 1 of 8
Why do traditional marketing tactics often become ineffective over time, according to the book?
  • A. They are generally too expensive for small businesses to sustain.
  • B. Customers' brains become habituated to expected stimuli and filter them out.
  • C. Competitors can easily copy and replicate digital marketing campaigns.
  • D. They fail to clearly state the exact price of the product or service.
Question 2 of 8
When building your 'Target One Hundred' list from an existing customer base, which two criteria should you use to identify who to clone?
  • A. Most frequent purchases and lowest customer service costs.
  • B. Geographic proximity and highest overall profit margin.
  • C. Longest time as a customer and highest social media engagement.
  • D. Highest revenue generated and how much you enjoy doing business with them.
Question 3 of 8
What unconventional method does the author use to stay motivated to create unique marketing campaigns?
  • A. He keeps a photo of a 'nemesis' on his office wall to inspire him to outmarket them.
  • B. He sets a financial penalty for himself if he misses a monthly lead target.
  • C. He reads negative reviews of his own business every morning.
  • D. He promises his team a percentage of all new revenue generated.
Question 4 of 8
How does the author suggest calculating the maximum amount of money you should invest in marketing per prospect?
  • A. Allocate exactly 10% of your projected annual gross revenue.
  • B. Divide your total operating budget by your Target One Hundred list.
  • C. Multiply the Customer Lifetime Value by your Close Rate Odds.
  • D. Spend whatever it takes to outbid competitors on major digital platforms.
Question 5 of 8
What primary marketing lesson is illustrated by the story of the man wearing a cheap Statue of Liberty costume to advertise tax consults?
  • A. Humorous marketing is the most effective way to gain a client's trust.
  • B. Physical marketing in high-traffic areas yields the highest close rates.
  • C. Low-budget marketing will always fail to attract high-paying clients.
  • D. Standing out is useless if the attention doesn't present an appealing, relevant opportunity.
Question 6 of 8
Why was Dorothy Hustead's 'free ice water' sign for Wall Drug so successful at generating business?
  • A. It highlighted the high quality of their paid merchandise.
  • B. It used a simple, direct call to action that offered instant gratification.
  • C. It offered a highly complex reward system for loyal visitors.
  • D. It tricked competitors into thinking the store had become a charity.
Question 7 of 8
When Gabe Piña’s first experiment of sending a business book to prospects failed to generate leads, what successful adjustment did he make?
  • A. He added sticky notes to specific pages to spark curiosity, ending with a direct 'Call me' instruction.
  • B. He switched to sending a short, animated video instead of a physical book.
  • C. He demanded the books back if the prospects didn't reply within a week to create urgency.
  • D. He included a $50 gift card inside the front cover of the book to incentivize reading.
Question 8 of 8
According to the final actionable advice in the book, what does it mean to 'find your -est'?
  • A. Establishing an 'Estimated Sales Target' for every quarter.
  • B. Identifying a specific superlative (like fastest, easiest, or strongest) to establish unique positioning.
  • C. Hiring the 'smartest' and 'fastest' marketing agencies available in your local area.
  • D. Focusing exclusively on the 'Eastern Standard Time' market for initial product launches.

Get Different — Full Chapter Overview

Get Different Summary & Overview

This summary explores a simple, supportive idea: people can only buy what they notice. And because attention happens fast, marketing works best when a business is willing to be different—different enough to be remembered, and clear enough to guide customers toward action.

Across these chapters, the focus moves from overcoming the fear of standing out, to using a practical framework for marketing decisions, to identifying a reliable group of “first customers” for testing. You’ll also learn ways to generate marketing ideas, keep interest alive over time, and communicate in a way that feels easy for people to respond to.

Who Should Listen to Get Different?

  • Business owners and creators who feel their marketing blends in, even when their product is strong
  • Marketers who want a simple framework for getting attention, keeping it, and prompting action
  • Anyone launching or growing an offer who wants practical, low-drama ways to test what works

About the Author: Mike Michalowicz

Mike Michalowicz is a business author known for practical frameworks that help entrepreneurs grow healthier, more profitable companies. His work often focuses on simplifying decisions and building systems that make business easier to run and easier to market.

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