Quotes About Positioning

You need to define yourself in the marketplace.

As a defender, how much ground I cover isn't up to me. I'm defending against a forward, so her movement determines my movement.

I've always liked the No.10 position. You can get on the ball a lot more and attempt to dictate the play a lot more.

I like to be involved as much as I can in the game, and in the middle, you're definitely the heartbeat of the team. When you're on the right, you can go minutes without seeing the ball, and that's a long time when you're out on the pitch.

If I don't get the service or if I don't the ball in the box, where I want it, I start drifting into midfield. I go and look for the ball. I try to be important for the team in other areas.

The entire NBA knew in 2010 that the best player in the world could be a free agent in 2014. We weren't the only team positioning ourselves for the summer of 2014.

When I've watched teams that play with five at the back and wing-backs, I've looked at their starting positions and positions out of possession because that comes a little bit more unnaturally to me.

The truly gifted negotiator, then, is one whose initial position is exaggerated enough to allow for a series of reciprocal concessions that will yield a desirable final offer from the opponent, yet is not so outlandish as to be seen as illegitimate from the start.

Smart investors don't time the markets. If they miss a wave, they search for the next one and get themselves in position.

Your ability to sell—to communicate and position your strengths—directly impacts your success.

To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect's mind.

Building your brand on quality is like building your house on sand. You can build quality into your product, but that has little to do with your success in the marketplace.

Quality is a nice thing to have, but brands are not built by quality alone.

With a plethora of products in every category, how does a company use advertising to blast its way into the mind? The basic underlying marketing strategy has got to be "reposition the competition." Because there are so few creneaus to fill, a company must create one by repositioning the competitors that occupy the positions in the mind. In other words, to move a new idea or product into the mind, you must first move an old one out.

Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won't have a chance in the marketplace. And just how do you generate publicity? The best way to generate publicity is by being first. In other words, by being the first brand in a new category.

The most difficult part of positioning is selecting that one specific concept to hang your hat on. Yet you must, if you want to cut through the prospect's wall of indifference.

Positioning defined Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.

To be successful today, you must touch base with reality. And the only reality that counts is what's already in the prospect's mind. To be creative, to create something that doesn't already exist in the mind, is becoming more and more difficult. If not impossible. 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 retie the connections that already exist.

In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, positioning.

A company can become incredibly successful if it can find a way to own a word in the mind of the prospect. Not a complicated word. Not an invented one. The simple words are best, words taken right out of the dictionary. This is the law of focus. You "burn" your way into the mind by narrowing the focus to a single word or concept. It's the ultimate marketing sacrifice.

If you want to build a successful brand, you have to understand divergence. You have to look for opportunities to create new categories by divergence of existing categories. And then you have to become the first brand in this emerging new category.

But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.

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 if you chase after everything.

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?