The cover of the book Differentiate or Die declares itself as one of the best marketing books of all time. Although I am not a full-time marketer, I see how the “why” and the “how-to” in this book supports the vision of my practice’s decades-old ophthalmic brand. Differentiate or Die answers critical questions like “What makes a company great?” Using case studies, the book discusses how the business giants became business giants, their reasoning behind the strategies they invested in, and how they created the reputation that led to being trusted by their consumers.