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.