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Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "We've built our business by being first--and executing best. Jack Trout and Steve Rivkin are doing the same, delivering the timely, powerful insights that will drive tomorrow's marketing strategies. A must read for anyone looking to win in an unforgiving competitive marketplace."--Mike Ruettgers, CEO, EMC Corporation "Dotcom executives must learn the lessons of Differentiate or Die. If they don't, I pity their investors."--Aaron Cohen, CEO, Concrete Media; Co--Founder, Bolt.com