A tight and entertaining book about how to effectively using word to trigger the image you intended for __ (fill in the blank here: product, company, your city, yourself as a college applicant, etc).
Some memorable quotes from the book:
- This is the classic mistake made by the leader. The illusion that the power of the product is derived from the power of the organization. It is just the reverse. The power of the organization is derived from the power of the product, the position that the product owns in the prospect's mind.from Chapter 6
- .. words don't contain meanings. The meanings are not in the words. They are in the people using the words. from Chapter 25
- The big winners in business and in life are those people who have found open positions near the center of the spectrum. Not at the edge. from Chapter 25
- 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. from Chapter 25, remind you of Steve Job's early days in his return to Apple, not to compete against Microsoft, and John Chen's current Blackberry days, not to compete with Apple in consumer market, but rather focusing on enterprise market.
- In our overcommunicated society, the name of the game today is positioning.
Some memorable quotes from the book:
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