Sublime

Leaders should use their short-term flexibility to assure themselves of a stable long-term future.

The effectiveness of this approach, of course, depends on the existence of an open creneau in the prospect’s mind. Not that there weren’t other small cars on the market at the time the Beetle was introduced. There were, but no one else had preempted the small-car position.

By turning the process around, by focusing on the prospect rather than the product, you simplify the selection process. You also learn principles and concepts that can greatly increase your communication effectiveness.

in the same position to benefit from a covering

For many people or products today, one roadway to success is to look at what your competitors are doing and then subtract the poetry or creativity which has become a barrier to getting the message into the mind. With a purified and simplified message, you can then penetrate the prospect’s mind.

To succeed in our overcommunicated society, a company must create a position in the prospect’s mind, a position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well. Advertising is entering an era where strategy is king. In the positioning era, it’s not enough to invent or discover so

Leadership is not the end of a positioning program. It’s only the start. Leaders are in the best position to exploit opportunities as they arise. Leaders should constantly use the power of their leadership to keep far ahead of the competition.

Positioning is the first body of thought that comes to grips with the difficult problem of getting heard in our overcommunicated society.