Be the Same and Be Second

BooksInnovationMarketing
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Found this summary of the 22 Immutable Laws of Marketing on Mike Vance’s absolutely fantastic MineZone Wiki, where there are dozens of business book summaries.  Here is one great nugget:

If you're shooting for second place, your strategy is determined by the market leader.

  • "You must discover the essence of the leader and then present the prospect with the opposite. (In other words, don't try to be better, try to be different."
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