Positioning: The Battle for Your Mind

Author: Al Ries, Jack Trout
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by mindcrime   2020-02-09
This starts as a pet project which was an excuse to keep in touch, experiment with new technologies and most importantly have fun.

Given that, it sounds like you've already won, no matter what happens next.

As far as advice goes, I'll just leave a couple of book recommendations.





by mrmrcoleman   2019-07-12
This is true, and a useful book on positioning is: https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/00...

Furthermore, one way to avoid ending up in a feature for feature fight to the death with a bigger player is to think instead in terms of “job to be done”: https://hbr.org/2016/09/know-your-customers-jobs-to-be-done

By planning what you work on by focusing on what the customer is trying to achieve you’ll do yourself a favour when it comes to marketing as you’ll be able to speak in terms they understand.

Lastly, as you’ll see in the positioning book above, it’s not wise to completely avoid competitor analysis despite how unpleasant and draining it can sometimes be. A potential customer needs to understand why they would choose you over the incumbent. You need to know that answer before they can.

by DerekQ   2018-08-06
There's a classic marketing book written a few decades ago called Positioning that is about just this topic.


It's a short read and well worth the time. I wish I'd read it before I'd built one of my products. If I had I wouldn't have wasted the development time.

The core message is that you shouldn't compete against an established market leader head on. It outlines a number of different approaches you can take.

by strongai   2017-08-19
The 'x for y' metaphor is actually a well-respected positioning technique in strategic marketing. You want your product or service to occupy a place in a prospective customer's mind. The easiest way to do that is to place it close to some things that are already in their minds. Creating an entirely new place is much more difficult when time and attention are limited.

Great book on the subject (Amazon link but I'm not an affiliate):


by davewiner   2017-08-19
This is the best book I've read on positioning. The anecdotes might be a little dated now, but the concepts are solid.


by cashoil   2017-08-19
Al Ries recommends to focus. For consumer goods or for yourself, building a brand is essential.

In an overcommunicated society (a marketplace with lots of fresh out developers and talented business analysts), you have to find a place in the prospect's mind (the recruiter). Find the position where you can be Nr 1 (or Nr2). Take a look at Positioning, http://www.amazon.com/Positioning-The-Battle-Your-Mind/dp/0071373586.

The Laws of Branding gives valuable hints on how to build a strong brand. What holds for goods also holds for you and your career. http://www.amazon.com/The-22-Immutable-Laws-Branding/dp/0060007737