Positioning: The Battle for Your Mind
by Al Ries & Jack Trout · 1981
In a nutshell
Al Ries and Jack Trout's groundbreaking book introducing the concept of positioning - how to differentiate your product in the customer's mind.
Overview
Positioning is the first body of thought to come to grips with the problems of communicating to an overcommunicated society.
Core Concept
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Key Principles
- Own a word in the prospect's mind
- Be first in a category
- Find the gap in the marketplace
- Reposition competitors
- Use the power of the negative
Classic Examples
- Avis: "We're #2, We Try Harder"
- 7-Up: "The Uncola"
- Volkswagen: "Think Small"
Impact
Revolutionized marketing and advertising, remains essential 50 years later.
Available for approximately $15-25.
Reference
Positioning: The Battle for Your Mind — publisher / official page. Summary adapted from the Awesome Startup Books collection.
If you like this, read
LOVED: How to Rethink Marketing for Tech Products
Silicon Valley veteran Martina Lauchengco's definitive guide to product marketing for tech products. Part of the bestselling SVPG series, this book explains the four fundamentals of product marketing and how great products can win in the market.
Made to Stick: Why Some Ideas Survive and Others Die
Chip and Dan Heath's exploration of what makes ideas memorable and influential, revealing the six principles of sticky ideas through the SUCCESS framework that helps messages resonate and last.
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
April Dunford's practical guide to product positioning based on launching 16 products. Essential for founders who need customers to immediately understand why their product matters.
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
Outlines 22 fundamental marketing laws like Leadership (be first) and Focus (own a word) for startups to build dominant positions and acquire customers by creating categories. Use cases include Starbucks owning 'premium coffee'; vs Traction Channels, prioritizes mental positioning over tactical distribution for long-term customer loyalty. Key for go-to-market strategies in competitive markets.
All Marketers Tell Stories
Guides startups in using authentic storytelling to create believable narratives that drive customer acquisition and loyalty, outperforming generic messaging. Unlike Traction Channels' distribution focus, it builds emotional connections for organic sharing; use cases show brands like TOMS growing via mission stories. Core for go-to-market narrative strategies.
Building a StoryBrand
A framework for clarifying your brand message so customers understand your offering and engage with your brand. Donald Miller uses storytelling principles to position the customer as the hero and your brand as the guide.