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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25Playing the positioning game
Some people have trouble playing the positioning game because they are hung up on words.
They assume, incorrectly, that words have meanings. They let Mr. Webster rule their life.
You must understand the role of words
As general semanticists have been saying for decades, words don’t contain meanings. The meanings are not in the words. They are in the people using the words.
Like a sugar bowl which is empty until someone fills it with sugar, a word has no meaning until someone uses it and fills it with meaning.
If you try to add sugar to a leaky sugar bowl, you won’t get anywhere. So, too, if you try to add meaning to a leaky word. Much better to discard that leaky word and use another.
The word “Volkswagen” won’t ...
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