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Positioning, by Al Ries and Jack Trout

Positioning, by Al Ries and Jack Trout

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Most people file Positioning under marketing. I think that's a mistake. So much of what we do in public affairs is positioning — positioning an issue, positioning your organisation as a stakeholder, positioning a specific policy ask. The discipline that Ries and Trout describe is core to what we do. But it's a discipline most practitioners have never been formally trained in. In this episode, I break down the 1981 book that changed how we think about communication. We cover: Why communication itself became the communication problem Outside-in vs. inside-out thinking — and why practitioners default to the wrong one How the mind filters, ranks, and anchors information Four mental models: The Ladder, The Créneau, The Teeter-Totter, and Sacrifice Why leading with your cognitive argument is the most common mistake in the field Naming as a strategic weapon — lessons from the PMO The coalition dilution trap Why audiences filter your issues through their own self-identity Connections to Lippmann, McRaney, Luntz, and Centola Key quote from the book: "Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect." Book: Positioning: The Battle for Your Mind by Al Ries and Jack Trout (McGraw-Hill, 1981) The Canon So Far: Walter Lippmann — Public Opinion David McRaney — How Minds Change Frank Luntz — Words That Work Damon Centola — Change Robert Cialdini —Pre-suasion Al Ries & Jack Trout — Positioning Masters in Public Affairs is a podcast about the fundamentals of public affairs — one book at a time. Hosted by Joseph Lavoie.
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