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In the positioning era, the single most important marketing decision you can make is what to name the product.
Jack Trout • Positioning: The Battle for Your Mind
Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.
Donald Miller • Building a StoryBrand: Clarify Your Message So Customers Will Listen
Al Ries and Jack Trout: Positioning: The Battle for Your Mind (McGraw-Hill). Ries