Recommended by
- Brian Armstrong: "Most brands try to do and be too much, but the customer can only remember you for one thing." source ↗
Summary
Al Ries and Jack Trout's classic on the fundamental rule of markets: customers can only remember one thing about a brand, so the winning strategy is to own a single word or position in their minds.
For founders
Armstrong's takeaway — 'the customer can only remember you for one thing' — is the discipline behind positioning: decide the one attribute you own and resist the pull to become everything.