Al Ries en.wikipedia.org and Jack Trout en.wikipedia.org published the positioning argument as a series in Advertising Age in 1972 and as a book in 1981. Their claim was that the battle is fought in memory rather than in the product: the mind is already full, it sorts things onto ladders, and it has room for very few rungs per category. So the job is to occupy a slot rather than to be better, and where no slot is free, to invent a category in which yours is the first rung.
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