Tom Monaghan, president of Domino’s pizza was asked the secret of his success.
His answer…..
“A fanatical focus on doing one thing well”
Stand for one distinctive thing that will give you a competitive advantage.
Tom has just described one of the building blocks of successful marketing – ‘Positioning’.
Al Ries and Jack Trout in their classic book (Positioning) explain some of the rules for successful positioning:
- You must position yourself in your prospects mind
- Your position should be singular: one simple message
- Your position must set you apart from your competition
- You must sacrifice: You cannot be all things to all people; you must focus on one thing
+ Ravi Peal-Shankar
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