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 Jack Trout
John Francis "Jack" Trout (January 31, 1935 – June 4, 2017) was an American advertising executive and an owner of Trout & Partners, a consulting firm. He was the founder and pioneer of positioning theory and also marketing warfare theory.
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