Puts everything in place
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This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today.
Obvious stuff in there that only makes it obvious once you've read it. Very easy to read but detailed enough to not leave you with unanswered questions.
Highly recommend to anyone really, small business, entreprenaur or just if you have a job anywhere!
Puts the commercial world nicely into perspective.
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Straight forward and clear
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Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format.
A classic book for any marketer for reference throughout ones career. A must have on the shelf.
Bill Chambers
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Disappointing
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Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Unfortunately, while the core principle (find a unique position in your customers' mind) is sound, the book tries to spin this out over 200 pages. Each slight variation of this point is illustrated by five or six different examples, most of which are both US centric and now hugely out of date (don't just think pre-Internet, think pre-PC).
As a non-marketeer (I am studying marketing for my MBA), I found this book simplistic and of little value. If you are a professional marketeer I suspect this would be true for you too. On the plus side, it's an easy read - pleasant conversational style, pretty cheap and because of the lack of substance, it won't take you long to read.
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Probably the best business book I have read
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The authors write very clearly about the blindingly obvious. But like many obvious concepts businesses forget to apply them. The beginning of the book sets the scene nicely by saying that before the 4 P's (product, place, price and promotion) comes positioning. Once you have decided on the position you would like to own then the 4 P's all fall into place. Probably the best business book I have read.
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Blindingly obvious (after you've read it!)
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I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.
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United States | 
United Kingdom | 
Canada