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CHAPTER ONE
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THE FOUNDATION
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It s
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important that we re-
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view the essence of positioning, as it is also the foundation of repositioning. We have to reprise some of the prior writings on this subject. If by chance you remember verbatim what s been written, hang in there. Positioning is how you differentiate yourself in the mind of your prospect. It s also a body of work on how the mind works in the process of communication. Repositioning is how you adjust perceptions, whether those perceptions are about you or about your competition. (More on this in subsequent chapters.) In both cases, in order for your strategy to work, you must understand how the mind works or how people think. So, for those of you who have missed our many books, speeches, and articles on the subject, here s a
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THE FOUNDATION
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synopsis of how the mind works and the key principles of positioning. By understanding how the mind works, you ll be prepared to better implement positioning and its twin, repositioning.
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Minds Can t Cope
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While the mind may still be a mystery, we know one thing about it for certain: it s under attack. Most Western societies have become totally overcommunicated. The explosion in media forms and the ensuing increase in the volume of communications have dramatically affected the way people either take in or ignore the information that is offered to them. Overcommunication has changed the whole game of communicating with and influencing people. What was overload in the 1970s has turned into megaload in the new century. Here are some statistics to dramatize the problem: More information has been produced in the last 30 years than in the previous 5,000. The total of all printed knowledge doubles every four or five years. One weekday edition of the New York Times contains more information than the average person in
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REpositioning
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seventeenth-century England was likely to come across in a lifetime. More than 4,000 books are published around the world every day. The average white-collar worker uses 70 kilograms (154 pounds) of copy paper a year twice the amount consumed 10 years ago.
Electronic Bombardment
And what about the electronic side of our overcommunicated society Every day, the World Wide Web grows by a million electronic pages, according to Scientific American, adding to the many hundreds of millions of pages already online. Everywhere you travel in the world, satellites are beaming endless messages to every corner of the globe. By the time a child in the United Kingdom is 18, he has been exposed to 140,000 TV commercials. In Sweden, the average consumer receives 3,000 commercial messages a day. In terms of advertising messages, 11 countries in Europe now broadcast well over 6 million TV commercials a year. Television has exploded from a dozen channels to a thousand channels. All this means that your differentiating idea must be as simple and as vis12
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ible as possible and must be delivered over and over again on all media. The politicians try to stay on message. Marketers must stay on differentiation.
Minds Hate Confusion
Human beings rely more heavily on learning than any other species that has ever existed. Learning is the way in which animals and humans acquire new information. Memory is the way in which they retain that information over time. Memory is not just your ability to remember a phone number. Rather, it s a dynamic system that s used in every other facet of thought processing. We use memory to see. We use it to understand language. We use it to find our way around. So, if memory is so important, what s the secret of being remembered When asked what single event was most helpful to him in developing the theory of relativity, Albert Einstein is reported to have answered: Figuring out how to think about the problem. Half the battle is getting to the essence of the problem. Generally speaking, this means having a deep understanding of your competitors and their place in the mind of your prospect.
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