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It is significantly easier to be first than it is to convince a consumer you are better. Think of Coke, Hertz, or IBM.

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Some examples (like Xerox or IBM) feel dated to younger readers. Additionally, the authors are famously skeptical of "line extension" (using one brand name for many products), a view that is still debated today. Posicionamiento - Un Resumen de Libros para Emprendedores It is significantly easier to be first than

Do you want help writing a similar article for another marketing classic, like "The 22 Immutable Laws of Marketing" or "Crossing the Chasm"? It shifts the focus from what you do