January 2001
Beginner
213 pages
4h 8m
English
Content preview from Positioning: The Battle for Your MindBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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5You can’t get there from here
There’s an old story about a traveler who asked a farmer for directions to a nearby town.
The farmer replied, “Well, you go down the road for a mile, turn left at the fork. No, that won’t work.”
“You turn around and drive for half a mile till you hit a stop sign, then turn right,” the farmer continued. “No, that won’t work either.” After a long pause, the farmer looked at the confused traveler and said, “You know what, son, you can’t get there from here!”
That just happens to be the fate of many people, politicians, and products today. They happen to be in a position where “they can’t get there from here.”
Avis is not going to be No. 1. Wishing won’t make it so. And neither will massive amounts of advertising.
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