{"product_id":"positioning-799702888","title":"Positioning","description":"\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eThis book is the foundation of modern marketing. If you don’t understand positioning, every business you build will look like an amateur copy of something else.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eThis book basically tells you:\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e“If you don’t own a position in the customer’s mind, you don’t exist.”\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eIt’s a punch in the face for anyone who thinks fancy logos, nice colors, and social media posts are enough.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 14px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 14px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-family: TimesNewRomanPS-BoldMT; font-weight: bold; font-kerning: none;\"\u003eWhat it REALLY teaches you:\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 15.9px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-family: TimesNewRomanPS-BoldMT; font-weight: bold; font-kerning: none;\"\u003e1. The market is overcrowded — nobody cares about you by default.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eYou’re not competing for customers.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eYou’re competing for mental real estate.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eIf you don’t stand for something specific, you stand for nothing.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 15.9px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-family: TimesNewRomanPS-BoldMT; font-weight: bold; font-kerning: none;\"\u003e2. Being different beats being better.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003ePeople don’t pick the “best” brand.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eThey pick the brand their brain recognizes fastest.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eThis is why:\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman font-size-adjust: none font-kerning: auto font-variant-alternates: normal font-variant-ligatures: font-variant-numeric: font-variant-east-asian: font-variant-position: font-variant-emoji: font-feature-settings: font-optical-sizing: font-variation-settings: rgb\u003e\u003cspan style=\"font-kerning: none;\"\u003eRed Bull beat better-tasting drinks\u003c\/span\u003e\u003c\/li\u003e\n\u003cli style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman font-size-adjust: none font-kerning: auto font-variant-alternates: normal font-variant-ligatures: font-variant-numeric: font-variant-east-asian: font-variant-position: font-variant-emoji: font-feature-settings: font-optical-sizing: font-variation-settings: rgb\u003e\u003cspan style=\"font-kerning: none;\"\u003eTesla beat legacy automakers\u003c\/span\u003e\u003c\/li\u003e\n\u003cli style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman font-size-adjust: none font-kerning: auto font-variant-alternates: normal font-variant-ligatures: font-variant-numeric: font-variant-east-asian: font-variant-position: font-variant-emoji: font-feature-settings: font-optical-sizing: font-variation-settings: rgb\u003e\u003cspan style=\"font-kerning: none;\"\u003eApple beat technically superior alternatives\u003c\/span\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eThey owned a position, not the product specs.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 15.9px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-family: TimesNewRomanPS-BoldMT; font-weight: bold; font-kerning: none;\"\u003e3. Narrow your focus or die unknown.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eIf you try to appeal to everyone, you become invisible.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eThe only winners are the ones who specialize aggressively.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eFor “The House of Books,” for example, this book would slap you if you tried to be “a bookstore for everyone.”\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eYou need a tilted position:\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman font-size-adjust: none font-kerning: auto font-variant-alternates: normal font-variant-ligatures: font-variant-numeric: font-variant-east-asian: font-variant-position: font-variant-emoji: font-feature-settings: font-optical-sizing: font-variation-settings: rgb\u003e\u003cspan style=\"font-kerning: none;\"\u003efastest delivery?\u003c\/span\u003e\u003c\/li\u003e\n\u003cli style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman font-size-adjust: none font-kerning: auto font-variant-alternates: normal font-variant-ligatures: font-variant-numeric: font-variant-east-asian: font-variant-position: font-variant-emoji: font-feature-settings: font-optical-sizing: font-variation-settings: rgb\u003e\u003cspan style=\"font-kerning: none;\"\u003ecurated bundles?\u003c\/span\u003e\u003c\/li\u003e\n\u003cli style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman font-size-adjust: none font-kerning: auto font-variant-alternates: normal font-variant-ligatures: font-variant-numeric: font-variant-east-asian: font-variant-position: font-variant-emoji: font-feature-settings: font-optical-sizing: font-variation-settings: rgb\u003e\u003cspan style=\"font-kerning: none;\"\u003eaesthetic book culture brand?\u003c\/span\u003e\u003c\/li\u003e\n\u003cli style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman font-size-adjust: none font-kerning: auto font-variant-alternates: normal font-variant-ligatures: font-variant-numeric: font-variant-east-asian: font-variant-position: font-variant-emoji: font-feature-settings: font-optical-sizing: font-variation-settings: rgb\u003e\u003cspan style=\"font-kerning: none;\"\u003ethe #1 AI-powered bookstore experience?\u003c\/span\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003ePick one. Dominate it. Expand later.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 15.9px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-family: TimesNewRomanPS-BoldMT; font-weight: bold; font-kerning: none;\"\u003e4. Your competitors decide your strategy more than you do.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eYou don’t position yourself in a vacuum.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eYou position yourself against something in the customer’s mind.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eIf another brand already owns the word “cheap”, “fast”, “luxury”, or “romance”, you’re done—choose a different angle.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 15.9px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-family: TimesNewRomanPS-BoldMT; font-weight: bold; font-kerning: none;\"\u003e5. Perception beats reality — always.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\" min-height:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eThe brand that appears first is treated as the leader, even if they’re objectively worse.\u003c\/span\u003e\u003c\/p\u003e\u003cp style=\"margin: 0px 0px 12px; font-style: normal; font-variant-caps: normal; font-width: normal; font-size: 12px; line-height: normal; font-family: \" times new roman none auto normal rgb font-size-adjust:=\"\" font-kerning:=\"\" font-variant-alternates:=\"\" font-variant-ligatures:=\"\" font-variant-numeric:=\"\" font-variant-east-asian:=\"\" font-variant-position:=\"\" font-variant-emoji:=\"\" font-feature-settings:=\"\" font-optical-sizing:=\"\" font-variation-settings:=\"\"\u003e\u003cspan style=\"font-kerning: none;\"\u003eThis is brutal — but this book forces you to play the reality of how the mind works, not your fantasies.\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan style=\"font-kerning: none;\"\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"The House Of Books ","offers":[{"title":"Default Title","offer_id":67784262451368,"sku":"02417","price":8.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0797\/4024\/0040\/files\/5422374493.png?v=1793452037","url":"https:\/\/thehouseofbookslb.com\/products\/positioning-799702888","provider":"The House Of Books ","version":"1.0","type":"link"}