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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Willing
Order
Give
Positioning
Must
Establish
Giving
Essence
Something
Sacrifice
Unique
Position

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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
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