What Positioning Is All About Chapter Summary
“Today, communication itself is the problem.” Jack Trout and Al Ries believe our world has become over-communicated (more obvious to us today considering the book was written in the late 1970s) and that we receive more
Information than we give. A person’s mind can only take so much information and it blocks out everything that is not important or relevant. The authors define positioning as what you do to the mind of the prospect and not what you do to a product. Positioning is the “new” approach to communication where the goal is to position the product in the mind of the prospect.
Chapter 1 – What Positioning Is All About The volume of communication will determine whether your message will come through to the prospect or not. We have to consider that so little of your message is going to get through anyway. In communication less is more. The most important thing to remember is to focus on the prospect rather than the product, as a result you turn the process around and you simplify the selection process.
Chapter 2 – The Assault on the Mind In this chapter the authors give us some interesting facts that support their argument about an over-communicated world:
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It proves that even an institution can benefit from good positioning. Not long ago the Catholic Church struggled with presenting a clear view of what the church was about and it lead to confusion among the people. The church had to figure out their role in the modern world in order to be trusted again. This role was proven to be the “teacher of the word.” After this was identified it had to be implemented and a positioning strategy was needed to be taken into action. The plan had to be executed but with much resistance from the management of the Catholic Church it never went through. As the author’s describe it in the book: “simplicity is not as attractive as
Information than we give. A person’s mind can only take so much information and it blocks out everything that is not important or relevant. The authors define positioning as what you do to the mind of the prospect and not what you do to a product. Positioning is the “new” approach to communication where the goal is to position the product in the mind of the prospect.
Chapter 1 – What Positioning Is All About The volume of communication will determine whether your message will come through to the prospect or not. We have to consider that so little of your message is going to get through anyway. In communication less is more. The most important thing to remember is to focus on the prospect rather than the product, as a result you turn the process around and you simplify the selection process.
Chapter 2 – The Assault on the Mind In this chapter the authors give us some interesting facts that support their argument about an over-communicated world:
- …show more content…
It proves that even an institution can benefit from good positioning. Not long ago the Catholic Church struggled with presenting a clear view of what the church was about and it lead to confusion among the people. The church had to figure out their role in the modern world in order to be trusted again. This role was proven to be the “teacher of the word.” After this was identified it had to be implemented and a positioning strategy was needed to be taken into action. The plan had to be executed but with much resistance from the management of the Catholic Church it never went through. As the author’s describe it in the book: “simplicity is not as attractive as