The only hope to score big is to be selective, to concentrate on
narrow targets, to practice
Positioning is thinking in reverse:
instead of starting with yourself, you start with the mind of your
▪ Instead of asking what you are, ask what
position you own in the mind of the prospect. Get the answer to this
question from the marketplace – invest money in
▪ Changing minds in our
society is an extremely difficult task. It's much easier to work
with what's already there.
▪ If you have a weak on non-existent
position in the mind of your prospect, find a way into the mind by
hooking your product, service or concept to what's already there.
▪ Don't be narrow minded. You must
the big picture, not the details.