Positioning
by Al Ries and Jack Trout
Mentioned once across 1 show · first heard Jul 2026 on My First Million.
The general take
Aaron Levie is enthusiastic about Positioning, calling it a book that actually changes how people approach their market strategy. He seems genuinely surprised by how few people read it given how transformative he finds it to be.
About
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there Position a follower so that it can occupy a niche not claimed by the leader Avoid letting a second product ride on the coattails of an established one.
Who said what
Aaron Levie👍 Recommends
…recommending key business strategy books for founders
“But if you add to it, you read positioning. Have you, you know this one? Yes. I love positioning. Nobody reads positioning and then they up their whole market positioning strategy.”
My First Million — I dropped out of college and built a $3.6B company from scratchat 41:38
Listener reviews
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