--- title: "Meaning & Key Takeaway of: Positioning is how you differentiate…" description: "\"Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.\" — Al Ries" image: "https://sms4smile.com/quotes/i/02a/al-ries-14351_customer_positioning-is-how-you-differentiate-you_2074954.png" --- # Positioning is how you differentiate yourself in the mind… ![“Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.” quote by Al Ries](https://sms4smile.com/quotes/i/02a/al-ries-14351_customer_positioning-is-how-you-differentiate-you_2074954.png) [Download](https://sms4smile.com/quotes/i/02a/al-ries-14351_customer_positioning-is-how-you-differentiate-you_2074954.png) [Open image](https://sms4smile.com/quotes/i/02a/al-ries-14351_customer_positioning-is-how-you-differentiate-you_2074954.png) > “Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.” [Al Ries](https://sms4smile.com/quotes/author/al-ries/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Differentiation occurs in the prospect’s mind, not just the product itself. **In simple terms:** Stand out in the customer’s mind. Key Takeaway Craft a clear mental image. Themes marketing branding perception Mood strategic analytical Type business marketing When to use this quote - product launches - advertising campaigns - rebranding Key Concepts psychology competition value proposition Questions to Reflect On - How can you reshape existing perceptions? - What mental cues define your brand? A Different Perspective Mindshare is hard to shift once established. ★ ★ ★ ★ ★ No ratings yet [Customer](https://sms4smile.com/quotes/about/customer/) [Inspirational](https://sms4smile.com/quotes/about/inspirational/) [Love](https://sms4smile.com/quotes/about/love/) [Mind](https://sms4smile.com/quotes/about/mind/) [Positioning](https://sms4smile.com/quotes/about/positioning/) [Psychology](https://sms4smile.com/quotes/about/psychology/) ## Related quotes > [The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.](https://sms4smile.com/quotes/al-ries/the-essence-of-positioning-is-sacrifice-you-must-be-willing-to-give-2/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.](https://sms4smile.com/quotes/al-ries/positioning-is-not-what-you-do-to-a-product-positioning-is-what-you/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil,”](https://sms4smile.com/quotes/al-ries/the-essence-of-positioning-is-sacrifice-you-must-be-willing-to-give/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on…](https://sms4smile.com/quotes/al-ries/a-branding-program-should-be-designed-to-differentiate-your-cow-from/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [A lot of offensive rebounding is a lot of desire, a little bit positioning.](https://sms4smile.com/quotes/robin-lopez/a-lot-of-offensive-rebounding-is-a-lot-of-desire-a-little-bit/) [Robin Lopez](https://sms4smile.com/quotes/author/robin-lopez/) > [“The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to…](https://sms4smile.com/quotes/al-reis/the-basic-approach-of-positioning-is-not-to-create-something-new-and/) Al Reis > [My positioning with my investors was always, I need three to five years.](https://sms4smile.com/quotes/michael-burry/my-positioning-with-my-investors-was-always-i-need-three-to-five-years/) [Michael Burry](https://sms4smile.com/quotes/author/michael-burry/) > [I know when I step into midfield I have to sharpen my feet up and be more aware of what's around me, at centre…](https://sms4smile.com/quotes/phil-jones/i-know-when-i-step-into-midfield-i-have-to-sharpen-my-feet-up-and-be/) [Phil Jones](https://sms4smile.com/quotes/author/phil-jones/) > [We're not paying attention to the fact that Hillary Clinton is running in 2006. Everyone is looking to her for the future. It's the…](https://sms4smile.com/quotes/gwen-ifill/we-re-not-paying-attention-to-the-fact-that-hillary-clinton-is/) [Gwen Ifill](https://sms4smile.com/quotes/author/gwen-ifill/) > [Chances to win games won't always come in the box, so that's one thing I've got to work on: positioning myself outside the box…](https://sms4smile.com/quotes/tammy-abraham/chances-to-win-games-won-t-always-come-in-the-box-so-that-s-one-thing/) [Tammy Abraham](https://sms4smile.com/quotes/author/tammy-abraham/) > [I vertically center things in tables a lot, and the fact that there is no way to control vertical positioning in divs affects the…](https://sms4smile.com/quotes/mike-davidson/i-vertically-center-things-in-tables-a-lot-and-the-fact-that-there-is/) [Mike Davidson](https://sms4smile.com/quotes/author/mike-davidson/) > [“When positioning a brand, aggressively avoid becoming a "me too" by assertively being a "who else?”](https://sms4smile.com/quotes/crystal-black-davis/when-positioning-a-brand-aggressively-avoid-becoming-a-me-too-by/) Crystal Black Davis > [“Positioning your product against the slew of existing competitors is accomplished by adroitly picking the correct product features where you are better.”](https://sms4smile.com/quotes/steven-gary-blank/positioning-your-product-against-the-slew-of-existing-competitors-is/) [Steven Gary Blank](https://sms4smile.com/quotes/author/steven-gary-blank/) > [I've been trying to work on my positioning and defensive game.](https://sms4smile.com/quotes/thomas-vanek/i-ve-been-trying-to-work-on-my-positioning-and-defensive-game/) [Thomas Vanek](https://sms4smile.com/quotes/author/thomas-vanek/) > [“As a child, I used to wonder why markets in my locality were all situated near the main roads. I grew up a little…](https://sms4smile.com/quotes/israelmore-ayivor/as-a-child-i-used-to-wonder-why-markets-in-my-locality-were-all/) [Israelmore Ayivor](https://sms4smile.com/quotes/author/israelmore-ayivor/) ## More by Al Ries > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth.…](https://sms4smile.com/quotes/al-ries/it-normally-takes-decades-to-build-a-brand-it-s-the-forgetting-of-the/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Marketing is what a company is in business to do. Marketing is a company's ultimate objective.](https://sms4smile.com/quotes/al-ries/marketing-is-what-a-company-is-in-business-to-do-marketing-is-a/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [The next generation product almost never comes from the previous generation.](https://sms4smile.com/quotes/al-ries/the-next-generation-product-almost-never-comes-from-the-previous/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.](https://sms4smile.com/quotes/al-ries/your-brand-s-power-lies-in-dominance-it-is-better-to-have-50-of-one/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.](https://sms4smile.com/quotes/al-ries/what-s-your-brand-if-you-can-t-answer-that-question-about-your-own/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if…](https://sms4smile.com/quotes/al-ries/changing-the-direction-of-a-large-company-is-like-trying-to-turn-an/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on…](https://sms4smile.com/quotes/al-ries/a-branding-program-should-be-designed-to-differentiate-your-cow-from/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A…](https://sms4smile.com/quotes/al-ries/when-a-really-new-product-comes-along-it-s-almost-always-a-mistake-to/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“What’s called luck is usually an outgrowth of successful communication.”](https://sms4smile.com/quotes/al-ries/what-s-called-luck-is-usually-an-outgrowth-of-successful-communication/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“Mind-changing is the road to advertising disaster.”](https://sms4smile.com/quotes/al-ries/mind-changing-is-the-road-to-advertising-disaster/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is…](https://sms4smile.com/quotes/al-ries/a-successful-branding-program-is-based-on-the-concept-of-singularity/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or…](https://sms4smile.com/quotes/al-ries/to-get-into-the-consumer-s-mind-you-have-to-sacrifice-you-have-to/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.](https://sms4smile.com/quotes/al-ries/customers-want-brands-that-are-narrow-in-scope-and-distinguishable-by/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind…](https://sms4smile.com/quotes/al-ries/the-mind-as-a-defense-against-the-volume-of-today-s-communications/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) [Explore all 46 Al Ries quotes ](https://sms4smile.com/quotes/author/al-ries/) ## More Customer quotes > [“Start a business, not a startup”](https://sms4smile.com/quotes/anonymous/start-a-business-not-a-startup/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Amongst the financial Twitterati, the term 'muppets' has come to describe any client used and abused by some financial predator. I've adopted the term…](https://sms4smile.com/quotes/barry-ritholtz/amongst-the-financial-twitterati-the-term-muppets-has-come-to/) [Barry Ritholtz](https://sms4smile.com/quotes/author/barry-ritholtz/) > [Many early-stage entrepreneurs make one simple mistake: Describing this 'big picture' in vague concepts and words.](https://sms4smile.com/quotes/sunil-nagaraj/many-early-stage-entrepreneurs-make-one-simple-mistake-describing/) [Sunil Nagaraj](https://sms4smile.com/quotes/author/sunil-nagaraj/) > [The purpose of this book is to supply, in the form suitable for laymen, guidance in the adoption and execution of an investment policy.](https://sms4smile.com/quotes/benjamin-graham/the-purpose-of-this-book-is-to-supply-in-the-form-suitable-for-laymen/) [Benjamin Graham](https://sms4smile.com/quotes/author/benjamin-graham/) > [Don't think OF the market. Think AS the market.](https://sms4smile.com/quotes/michael-fishman/don-t-think-of-the-market-think-as-the-market/) Michael Fishman > [If Wall Street crashes, does Main Street follow? Not necessarily.](https://sms4smile.com/quotes/ben-bernanke/if-wall-street-crashes-does-main-street-follow-not-necessarily/) [Ben Bernanke](https://sms4smile.com/quotes/author/ben-bernanke/) > [The exact details of how you practice value investing will vary investor to investor, but the fundamental principle of scouring the world, looking for…](https://sms4smile.com/quotes/whitney-tilson/the-exact-details-of-how-you-practice-value-investing-will-vary/) [Whitney Tilson](https://sms4smile.com/quotes/author/whitney-tilson/) > [The best way to hold customers is to constantly figure out how to give them more for less.](https://sms4smile.com/quotes/philip-kotler/the-best-way-to-hold-customers-is-to-constantly-figure-out-how-to/) [Philip Kotler](https://sms4smile.com/quotes/author/philip-kotler/) > [Perhaps the most important reason to be skeptical of government inflation numbers is that the government, like a fox campaigning to guard a hen…](https://sms4smile.com/quotes/peter-schiff/perhaps-the-most-important-reason-to-be-skeptical-of-government/) [Peter Schiff](https://sms4smile.com/quotes/author/peter-schiff/) > [When the dollar collapses, it's not doing it in a vacuum. If the dollar loses value, it's doing so relative to some other currency.…](https://sms4smile.com/quotes/peter-schiff/when-the-dollar-collapses-it-s-not-doing-it-in-a-vacuum-if-the-dollar/) [Peter Schiff](https://sms4smile.com/quotes/author/peter-schiff/) > [Corporations invest in sophisticated CRM, or Customer Relationship Management, programs to effectively oversee their relationship with their customers at every point during the buying…](https://sms4smile.com/quotes/marc-ostrofsky/corporations-invest-in-sophisticated-crm-or-customer-relationship/) [Marc Ostrofsky](https://sms4smile.com/quotes/author/marc-ostrofsky/) > [I believe confusion is good. Worldwide market leaders gain when there is confusion in the market.](https://sms4smile.com/quotes/subhash-chandra/i-believe-confusion-is-good-worldwide-market-leaders-gain-when-there/) [Subhash Chandra](https://sms4smile.com/quotes/author/subhash-chandra/) > [Damn inflation, full speed ahead,' Greenspan has said in both action and word. I think an investor should believe him and invest accordingly.](https://sms4smile.com/quotes/bill-gross/damn-inflation-full-speed-ahead-greenspan-has-said-in-both-action-and/) [Bill Gross](https://sms4smile.com/quotes/author/bill-gross/) > [“When companies get big, they devote most of their care and feeding to the business that got them big. This is as it should…](https://sms4smile.com/quotes/eric-schmidt/when-companies-get-big-they-devote-most-of-their-care-and-feeding-to/) [Eric Schmidt](https://sms4smile.com/quotes/author/eric-schmidt/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) [Browse all 9,257 Customer quotes ](https://sms4smile.com/quotes/about/customer/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Positioning is how you differentiate yourself in the mind of the prospect. 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