Sublime

It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.

1. Head to Head: Positioning to win an existing market

Today Chrysler has 10 percent of the car market and 50 percent of the minivan market. Is the essence of car marketing making better cars or getting into the market first?

To be successful today, you must touch base with reality. And the only reality that counts is what’s already in the prospect’s mind. To be creative, to create something that doesn’t already exist in the mind, is becoming more and more difficult. If not impossible. The basic approach of positioning is not to create something new and different, but

The more products, the more markets, the more alliances a company makes, the less money it makes. “Full speed ahead in all directions” seems to be the call from the corporate bridge. When will companies learn that line extension ultimately leads to oblivion. —AL RIES AND JACK TROUT, The 22 Immutable Laws of Marketing

To be successful today, you must touch base with reality. And the only reality that counts is what’s already in the prospect’s mind.

marketing plans based on what will happen in the future are usually wrong.

In positioning a product, there’s no substitute for getting there first.

Being first in the mind is everything in marketing. Being first in the marketplace is important only to the extent that it allows you to get in the mind first.