Arguments are never made in a vaccum. There are always competitors
trying to make points of their own. — Your message has to make sense
in the context of the category.
You are looking for something that separates you from your competitors. —
The trick is to find that difference and then use it to set up a benefit for your customer.
To build a logical argument for your difference, you must have the credentials
to support your claim of being different — You must be able to demonstrate
If you build a differentiated product, the world will not automatically beat
a path to your door. Truth will not win without some help — Every Aspect
of your communication should reflect your difference.
Jack Trout has written over 16 books that have been translated in to over 24 different languages.
We have done a wide range of lectures all over the world. They range from one hour to one day and can be tailored to your needs.
Trout & Partners has done Positioning Strategy for companies all over the world from caskets to computers and everything in between.