Positioning In their book, Positioning: The Battle For Your Mind, Al Ries & Jack Trout remind us... It is a crowded & noisy world. As consumers we have infinite choice & there is often very little real differentiation in the products we choose. So how in the world DO WE CHOOSE? Positioning is what you do to the mind of the prospect. You position the product in the mind of the prospect. Positioning is NOT about creating something new & different. It’s to manipulate what’s in the mind. To retie the connections that already exist. The easy way to get into the mind is to be 1st. If you can’t be 1st, you must find a way to position against the product that did get there 1st. What position in your customer’s mind does your business occupy? Let me know in the comments below!