To the point positioning
I have a short attention span. And my attention span is probably longer than most. So when I read a business book, I like folks who get to the point. Just read Thomas Friedman’s Hot, Flat and Crowded. While I loved this book (and it’s not really a business book as much as a socio-political book), it’s loooonnnnggg. He could have done it in half the pages. But if you’ve heard Friedman talk, you’ll understand. He’s really, really smart and well traveled and has lots of ideas, but again, my attention span is short.
Instead, I like books like Positioning: The battle for your mind by Al Ries and Jack Trout. This book is about 200 pages, and it rocks, even though it’s been around for a decade. With all the smoke and mirrors out there today about positioning, it’s nice when keep it simple. Ries and Trout remind us to ask six basic but deep questions when deciding how to position your firm:
1. What position do you own? Start with how your prospect sees you.
2. What position do you want to own? Narrow the focus of your expertise versus being a generalist.
3. Whom must you beat? Go around obstacles versus through them.
4. Do you have enough money? It takes money to build market share.
5. Can you stick it out? Think long term when you launch a campaign.
6. Do you match your position? Your creative effort must follow your positioning objective, and not the other way around.
Great questions that are still valid today. And the whole book is about 200 words. Well done.
