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Powerful Positioning in 140 Words

You can’t be more than one thing in the mind of a customer.

You can’t be the best salad bar and the best pizza place. You can’t be the best ad agency and social media expert. You can’t be the gym and fitness store.


  1. Nobody believes you.
  2. You kill the word of mouth — no one recommends you because you’ve confused the story.
  3. Someone who is the best at one thing can always kick your butt.

Don’t think that you can do it because mega-corps do it. Amazon can pull it off today because they got rich focusing on books. And they still do only one thing: fast ordering and delivery. You’re not Amazon.

The two most important books that any marketer/entrepreneur can read: Why Johnny Can’t Brand and Positioning: The Battle for Your Mind.

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