The vast majority of tactical marketing books become outdated after 1-2 years. Some, after 6 months. Positioning by Al Ries & Jack Trout is some of the most mind-bending and timeless strategic marketing thinking out there.
“Positioning” is one of the most important books I’ve read. “The basic idea is not to create something new and different, but to manipulate what’s already in the mind, to retie the connections that already exist.” E.g. this is how we came up with the term “Custom Indexing”
Nicolas Cole @Nicolascole77 · Mar 30, 2022
One of the most timeless marketing books ever written, Positioning is the art of creating new space in the customer's mind for your product/service/offering. No differentiated position, no meaningful company.