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Al Ries - Positioning: The Battle for Your Mind (1981)

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Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

Al Ries
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When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.

Al Ries
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Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

Al Ries

Quote of the day

Look in the mirror. The face that pins you with its double gaze reveals a chastening secret. You are looking into a predator's eyes. Most predators have eyes set right on the front of their heads, so they can use binocular vision to sight and track their prey.
Diane Ackerman

Al Ries

Al Ries

Born: November 14, 1926
Died: October 7, 2022 (aged 95)
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