Positioning: The Battle for Your Mind

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To repeat, the first rule of positioning is: To win the battle for the mind, you can’t compete head-on against a company that has a strong, established position. You can go around, under or over, but never head to head.

Jack Trout • Positioning: The Battle for Your Mind

Al Ries and Jack Trout: Positioning: The Battle for Your Mind (McGraw-Hill). Ries

Ash Maurya • Running Lean: Iterate from Plan A to a Plan That Works (Lean (O'Reilly))

What position do you want to own?

Jack Trout • Positioning: The Battle for Your Mind

This, of course, is the essence of positioning. To make your brand name stand for the generic. So the prospect freely uses the brand name for the generic.