Book Summary: Positioning by Al Ries and Jack Trout

Positioning is what you do to the mind of the prospect. Put another way, it’s how you differentiate yourself in the mind of your prospect. Positioning is not about creating something new and different. It’s about manipulating what’s already in the prospect’s mind. It’s about bridging the connections that already exist. “The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind accepts only that which matches prior knowledge or experience.” “Once a mind is made up, it’s almost impossible to change it.” Trying to change the prospect’s mind is an advertising disaster. “The best approach to take in our overcommunicated society is the oversimplified message.” “You have to sharpen your message to cut into the mind. You have to jettison the ambiguities, simplify the message, and then simplify it some more if you want to make a long-lasting impression.” “Once you own a word in the mind, you have to use it o

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• Adithya V