Jack Trout

Two, there's a place for what you do.

In the 22 Immutable Laws of Marketing by Al Ries and Jack Trout, the law of exclusivity states, quote, two companies cannot own the same word in the prospect's mind, end quote.

Apple owns design.

BMW owns performance.

I started studying selling at 19.

I read Rees and Trout, Positioning the Battle for Your Mind, because Ron Hubbard recommended it because he was doing positioning.

And he said, oh, this is the book I got it from.

And I read the book and went, he hasn't understood what they're saying, which was quite interesting at the beginning of my journey in Scientology.

Uh, Clayton's passed, but, but, um, Clayton Christensen's book on how, how industries evolve over time and how to see, uh, emerging technology and how to set up proper expectations about it and how to extrapolate, um, maybe its future impact.

Uh, I really loved Al Ries's and Jack Trout's, um, book on positioning.

Uh, it, it's a really wonderful book about how people see...

It's, it's a book about marketing strategy.

Uh, Clayton's passed, but, but, um, Clayton Christensen's book on how, how industries evolve over time and how to see, uh, emerging technology and how to set up proper expectations about it and how to extrapolate, um, maybe its future impact.

Uh, I really loved Al Ries' and Jack Trout's, um, book on positioning.

Uh, it, it's a really wonderful book about how people see...

It's, it's a book about marketing strategy.