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Positioning: The Battle for Your Mind

Al Ries and Jack Trout

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  • Jensen HuangRecommendation
    Asked about books that shaped his business or leadership thinking in a Citadel Securities interview, Huang names Al Ries’s Positioning and recommends it to listeners.
    Source

Summary

Al Ries and Jack Trout explain positioning as the place a company or product holds in a prospective customer’s mind. They show how a leader can reinforce its position, how a follower can find an unoccupied niche and how a business can respond to competitors. Advertising case histories illustrate choices about product names, messages and extending an established brand.

  • SourcePositioning: licensed McGraw Hill description · Description and product details; ISBN 9780071373586

Why read it Our view

Useful for deciding how to describe a product in a crowded market. Work through the position customers already associate with competitors, the niche you want to claim and whether your name and message support it.