It’s important that we review 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 ...

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