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Resources

Fanatical Focus

Harry Beckwith, Selling the Invisible

Ask the pizza man. Successful marketing starts with positioning.

This principle is the focus of Al Ries and Jack Trout’s marketing classic, Positioning. In its most important essentials, Positioning says:
  • 1. You must position yourself in your prospect’s mind.
  • 2. Your position should be singular: one simple message.
  • 3. Your position must set you apart from your competitors.
  • 4. You must sacrifice. You cannot be all things to all people; you must focus on one thing.