Ask yourself Quote by Al Ries, Jack Trout
““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?””
About This Quote
Source Business: Marketing Strategy, 1993
Emphasizes that before comparing to competitors, define the product’s primary category and purpose.
In simple terms: Define product’s core category first.
Key Takeaway
Clarify product’s main purpose before competition.
Themes
marketing
product development
strategy
Mood
analytical
strategic
Type
advisory
instructional
When to use this quote
- product launch
- branding
- market research
Key Concepts
category definition
competitive analysis
Questions to Reflect On
- What is the core need your product fulfills?
- How does defining category shape messaging?
A Different Perspective
Overlooks existing market gaps.
