Positioning

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. The essence of positioning is to create a unique place for your brand in the consumer's mind. This involves understanding how your target audience perceives your product or service in relation to competitors. To achieve this: Effective positioning requires a deep understanding of consumer psychology and market dynamics. It's not about changing your product, but about influencing how it's perceived. The easy way to get into a person's mind is to be first.

Lesson 1: Position your brand in the mind of the consumer

Al Ries reveals how the stories we tell ourselves shape outcomes as powerfully as external reality. In Positioning, this psychological insight becomes a practical tool: change the narrative, change the result.

Lesson 2: Be first or create a new category

This principle from Positioning is backed by Al Ries's extensive research and real-world examples. Understanding it deeply can shift how you approach decisions, relationships, and long-term planning in meaningful ways.

Lesson 3: Focus on perception, not reality

This principle from Positioning is backed by Al Ries's extensive research and real-world examples. Understanding it deeply can shift how you approach decisions, relationships, and long-term planning in meaningful ways.

How to Apply Positioning's Lessons

The real value of Positioning lies in its applicability. After reading, the most important step is identifying which of Al Ries's principles speak most directly to your current situation.

Consider keeping a journal while reading — noting where the ideas challenge your current approach and where they confirm what you already suspected. The friction of your own resistance often points to the most important insights.

Key Quote

"Position your brand in the mind of the consumer" — Al Ries, Positioning

About the Author

Al Ries is the author of Positioning. The book reflects years of research, observation, and synthesis of evidence from multiple disciplines.