Positioning: The Battle for Your Mind
Positioning: The Battle for Your Mind
Al Ries · first published 1981 · ISBN 9780071373586
The argument that you compete for a slot in the customer's head, not on features, and that the slot is usually already taken. Ries and Trout are blunt about the consequence: most companies should narrow rather than broaden.
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Ries and Trout on competing for a slot in the customer's head rather than on features, and on the fact that the slot is usually taken already. The blunt conclusion, that most companies should narrow rather than broaden, is still the hardest advice in marketing.