The most wasteful thing you can do in marketing is to try to change a mind. Instead, set yourself up as first in a category. It's a much easier hill to climb.

Marketing is about perception, not product. This is a key concept in the book "The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk " by Al Ries and Jack Trout. Ries and Trout write:

There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion.

What comes to mind for you after Uber, Band-Aid, Kleenex, and Rollerblade? Chime in: comment on my LinkedIn post here or my tweet here with your favorite top products or brands in their categories.

Your challenge heading into Q1: Find a way to be the first or only in a category. It will probably be a derivative of the category you're already in (like Amelia Earhart being the first woman to fly solo across the Atlantic vs. the second person to do so - which is forgettable). Get creative. #positioning

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