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EbookBell Team
5.0
78 reviewsFrom the Introduction
I frequently speak at tech and marketing conferences, and when I tell organizers I want to talk about positioning, their answer is always the same, “Don’t you have something cooler to talk about?”
I get it. Positioning isn’t new, and it isn’t trendy. You might even think we know everything there is to know about positioning by this point. You’d be wrong. Many of us know what positioning is, but very few understand how to do it.
The way we market and sell products is constantly changing. Recently we have seen the emergence of account-based marketing, growth hacking, content marketing, video marketing, visual search, voice search and chatbots. You could forgive any conference organizer for thinking that there are more current and exciting topics out there than positioning. Why do a talk on that old stuff? Why write a book on it? Hey—why even read a book on positioning?
Because every single marketing and sales tactic that we use in business today uses positioning as an input and a foundation. To put it another way—none of the new, cool stuff works without good positioning as a starting point.
