The book “Differentiate or Die!”, written by Jack Trout in collaboration with Steve Rivkin, is part of a new series from the Peter publishing house, addressed to Russian businessmen and senior managers. This work logically develops Trout’s positioning ideas. Dozens of reprints of this book in many languages of the world indicate the enduring relevance of the topic. In fact, the authors talk about how to create for yourself (your brand) an irresistibly attractive and profitable differentiation in the mind of the consumer. It is differentiation that allows you to take an advantageous position in the minds of the consumer and thus gain a real competitive advantage in the market. In addition, this publication contains a lot of examples written in agreement with Jack Trout Alexey Sukhenko, the Russian representative of Trout&Partners. This book is necessary for all managers who see their business in the long term.