PROLOGUE

This turned out to be a difficult book to write because I’ve already written so much on this subject. How do you not repeat yourself when you’re revisiting a subject you started writing about in 1969?

You can’t. So you avid readers of my work might spot some things I’ve mentioned in one of my 15 other books. If so, bear with me, because there is a lot of new material that better reflects what is happening in today’s world.

Long ago, my ex-partner and I wrote a book entitled Positioning: The Battle for Your Mind. Recently, it was named one of the 100 best business books of all time. While positioning has become an important concept in business, it has a twin concept that has been quietly residing in this book while receiving little attention. ...

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