Bottomline: Skim this book in the library or at Borders. After randomly grabbing Focus by Al Ries from the library and loving it I wanted to get other books by him. This book has some high level ideas/concepts but they are a tad outdated. I guess being immutable laws they should last forever…
Book take aways:
- The law of leadership: Who was the first president? Who was the 23rd president? Notice the difference?
- The law of perception: Realize that “marketing is a manipulation of perceptions.” What is the perception of Japanese cars? It matters!
- The law of focus: Own one word. Period. What is the word for FedEx? What about Xerox? What about Coca-Cola?
Whoever can answer the questions will get my copy of the book