BOOK · [004]
Positioning: The Battle for Your Mind
Marketing
The 1981 classic arguing that positioning is not about changing the product but about retying connections that already exist in the customer's mind. Butterfield has called this the book whose basic ideas come up in nearly every working day at Slack, where positioning remained the single biggest challenge years after launch.
Endorsed By
2 People-
Stewart Butterfield
“I first read it almost 20 years ago and there is rarely a working day where the basic ideas don't explicitly come into the conversation. 7+ years since launching Slack, positioning is still our biggest challenge.”
Butterfield endorsing Positioning on X/Twitter in 2021, twenty years after first reading it.
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Patrick O'Shaughnessy
“'Positioning' is one of the most important books I've read.”