This book by Al Ries and Jack Trout is a must read. Although it was written in 1993 the points in this book are still viable. You will get a lot of good stuff to consider before you start up your own venture.
It is a one day read. It has some funny perspectives on Donald Trump as well. At the time he was $1.4 billion in debt!
Anyways, if you are lazy to read, here are some outtakes that resonnated with me:
You want to change something in a computer? Just type over or delet the existing material. You want to change something in a mind? Forget it. Once a mind is made up, it rarely, if ever, changes.
Only by studying how perceptions are formed in the mind and focusing your marketing programs on those perceptions can you overcome your basically incorrect marketing instincts.
Marketing is a battle of perceptions, not products. Marketing is the process of dealing with those perceptions.
Yet, too many potential No. 2 brands try to emulate the leader. This is usually an error. You must present yourself as the alternative.
There are three things to sacrifice: product line, target market and constant change.
The law of focus applies to whatever you’re selling, or even whaterver you’re unselling.
The spine-chilling Law of Resources: You’ll get further with a mediocre idea and million dollars than with a great idea alone.
