To find a unique position, you must ignore conventional log… - Al Ries

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To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect’s mind.

Al Ries

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Marriage, as a human institution, depends on the concept of first being better than best. And so does business.

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To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. N… - Al Ries

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