Divergence is creating products and services that go against the mainstream, including personalization, customization, status, and luxury.

Popular ≠ Cool: Don’t follow what’s already popular; instead, search for the next big thing that is cool.

  • Identify the Mainstream to Diverge from It: People want products that reflect their unique personalities, so diverging from the mainstream can be a competitive advantage.
  • Be Irresistible to a Specific Group: Create a cult-like following by invoking deep passion in a specific group, even if it offends others.
  • Weakness Can Be Strength: Red Bull’s success shows that not everything needs to be perfect, and a disadvantage can be remarketed as an advantage.
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