“When you launch a new product, the first question to ask yourself is not 'How is this new product better than the competition?' but 'First what?' In other words, what category is this new product first in?” — Al Ries, Jack Trout Copy Share Image
“The essence of marketing is narrowing the focus. You become stronger when you reduce the scope of your operations. You can’t stand for something… — Al Ries, Jack Trout Copy Share Image
“People don't like to change their minds. Once they perceive you one way, that's it. They kind of file you away in their minds… — Al Ries, Jack Trout Copy Share Image
“When you launch a new product, the first question to ask yourself is not 'How is this new product better than the competition?' but… — Al Ries, Jack Trout Copy Share Image
“All truth is relative. Relative to your mind or the mind of another human being. When you say, 'I’m right and the next person… — Al Ries, Jack Trout Copy Share Image
