Children's Voice May/June 2008

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The Birth of an Idea

Positioning is a term coined by Jack Trout in a paper he wrote in 1969. Later, he and Al Reis co-wrote the book, Positioning: The Battle for Your Mind, which became a national bestseller. According to Trout and Reis, positioning is "not what you do to a product. Positioning is what you do to the mind of the prospect."


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