from the audience directly, how it increased brand awareness, how what was once a commodity product became differentiated through the marketing and communication, how it increased sales and drove traffic to the stores.But I think what's most interesting about this is how this idea started in Latin America, and is now being replicated in South America, in Asia, and how innovation
that the polar bear lives, what's going on in those regions and does it really matter then if the U.S. has all this great protection and 90 percent of the terrain not protected? differentiated responsibilities, that is the rich developed countries of the world caused the problem, they will take the lead in solving the problem.
When we founded the firm six years ago, we started with the question, what differentiated companies that were extraordinary? What differentiated teams that were extraordinary and leaders that were extraordinary from the average? And the word that kept coming up was inspiration.
Since we didn't have brick and mortar, and people couldn't walk into a branch, we wanted to do something that was fun, something that was differentiated , that showed that people of Ally being relentless and going over the top and doing things in a really interesting way for our customers. So we tried to be disruptive in literally everything we did.
As humans evolved as a species, a key point that differentiated and enable their survival was what's called eusociality, the development of the intrinsic relationality that has us cooperating together to survive in a world where
So we have a premium price versus-- let's say we're around 25%, 30% higher than the market leader. We've differentiated packaging, and hopefully our story is different as well. And bring it all together, hopefully we can create something that's-- as we say, a little off center.
They weren't like anything else that you were seeing in our category, or really in any other category for that matter. We used really differentiated media, so we partnered with a lot of content providers that we had never partnered with before-- Pop Sugar and Vice. We did a really cool promotion called Lucky Penny, where we actually got this idea that people hate pennies.
We created a lot of really interesting partnerships, partnered with influencers that we had never partnered with before, people like Big and Rich, who are very differentiated people in the country music space, that do things their own way; and Danny Coker, who sponsored ICC, which is the international soccer friendlies.
And throughout these first few years, what do you see as something that your team has done really well at Honor? and that we're differentiated from the rest of the other agencies around, because we have all these benefits.
stops uh life expectancy goes down a year so we live in a society that is incredibly geographically differentiated in the United States from the best zip code to the worst zip code there's 20 20 years difference in life we know that there are enormous educational outcomes in differences of zip codes this happens
We were talking-- you were alluding to it, I think, before you began the talk. And the differentiated view came from he doing scuttlebutt on these companies that gave him these kind of differentiated point of view.
18th century there were physicians and surgeons, there were midwives, there were bone doctors. Neurology and psychiatry differentiated as brain doctors in the beginning of the 19th century. When the other fields, by virtue of progress and research,
Because no one is going to be loaning money to a business that hasn't been in business for more than two years. It's more differentiated on the shelf.
It's not because they use better airports or better travel agents, or even a better website. It's because they differentiated based on the quality of their-- female#2: Service. Kaufman: Service, right. They've even created an icon for it.
That's a second-order time derivative. So the wave function is being differentiated twice with respect to time. Now, remember, the Schrodinger equation also contains a second-order derivative, but that's with space, not with time.
And it was a very crowded space. So we needed a highly differentiated product. We set up this product it was like a bond, where your principle was guaranteed, except instead of interest as you return, we linked returns to a basket
that can be pushed to market in one of four ways. The first is of a commodity-- barely differentiated , cheap as dirt, traded on the market. And if you wanted a cup of coffee-- and that was their example, so I'm using it, too-- you would go and go to a wholesaler,
the first one was 9,000 BC was the oldest one we know is Jericho that 8 7,000 6,000 BC and as they began to grow they began to differentiate and as they differentiated they began to interconnect there's no point in trading with somebody they have exactly the same things as you do so trade came out of differentiation and they formed what called an interaction
So market pain-- a disruptive and differentiated solution, disruptive only because these days if you only have an incremental solution, you're not going to win.
But I think where it really differentiated was when we went into the edit.
be for their white counterparts or that differentiated them from minorities who didn't make it to the uh uh uh to the
were preaching. Differentiated instruction, active learning, don't be sage on the stage, have a Socratic discussion, do a simulation, have So
then you need to provide more information and differentiated information in order to move the idea forward.
Well, the way she differentiated between those groups of people was just by monitoring-- controlling the effort calculus.
Is there anything you think that makes you differentiated from your colleagues?
We had never really used earned media as anything but reactive, and so we went out and got very, I think, differentiated and brave in terms of what we were doing with PR. One of the things that we did that was just really interesting is we-- we're an online bank.
And so they had moved to a single metric that was differentiated from what others in the industry were doing.
blue may not be the thing that gets you differentiated , right?
It's a commoditized product that I've differentiated through branding and creating demand within the marketplace.
out of college. It differentiated me in the space.
So the Sumerian vocabulary had a lot of words that were probably differentiated by tone.
Yeah, it's kind of why we differentiated CAS to focus more on designing video-- there's other amazing nonprofits in the space.
Wozniak pretty famously said that LSD was one of the things that differentiated Apple from Microsoft.
Do you feel just like those three examples that you are super-uniquely differentiated ?
So I think that the technology story always needs to be told in a more differentiated way than the proponent-opponent version.
But now we know enough about their genetics to realize that dogs are so minutely differentiated
ease of entry, and product that cannot be differentiated in any meaningful way.
But you're designing things that have barcode-ness so that they're differentiated for the robots to be able to see, right?
Many people died back then because of that. We got a bit more differentiated and said maybe it's certain species of bacteria being bad. And you could almost
"People are pretty much alike at birth, but become differentiated via learning." So this sets the tradition that China places a high value on education
And then, finally, I think we've differentiated ourselves enough that we've been able to be distinct names as part of this project.
So with technology in the US, we're seeing paradigms like flipped classrooms and differentiated learning, which really helps students
We're really interested in how we can provide assistance to teachers and students through intelligent differentiated
But I wanted him to be my wizard and for him to have some characteristics that differentiated him from other literary wizards.
I would build out the software platform so students can learn at their own time and pace-- the dream of differentiated instruction.
necessary to be profitable and successful if you offer a unique, differentiated , and higher quality product.
But the fact that we were a platform where people could come and create-- tell their stories and share them-- was really what differentiated us
But the monkeys on the high omega-3 diet had very complex, richly differentiated brains, almost like human beings.
are going to come together-- your market problem and value proposition, your differentiated technology, and you better understand your competition,
little trick that we'll often use in the classroom just something something that gets the joints differentiated does that