TeachingFrom the source
“It's better to be first in the customer's mind than to be better - humans create mental categories for new information, and once those categories are full, it's hard to add new things.”
About Al Ries
Alfred Paul Ries (November 14, 1926 – October 7, 2022) was an American marketing professional and author. He was the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries.
Relevant Clips2
- Teaching▶ 8:22
Better to Be First in the Customer's Mind Than Best
It's better to be first in the customer's mind than to be better - humans create mental categories for new information, and once those categories are full, it's hard to add new things.
- Teaching
First in Category Beats Better Product Every Time
It's better to be first in a category than to have a better product - people choose the first thing they remember, not necessarily the better option