as he could about leading a business to prevent himself, and his fledgling company, from ever making the same mistakes again. In his search for answers to Jones’s question, he gravitated to the book Positioning: The Battle for Your Mind by Al Ries and Jack Trout. In it, Ries and Trout argue that positioning is not about the product itself but rather about the mind of the customer, which is shaped by prior knowledge and experience. People tend to reject and filter out anything that doesn’t align with their existing worldview, which makes it hard to change their minds with reason and logic. But
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