Focus challenges the myth that growth comes from diversification. Al Ries argues that companies and individuals succeed not by expanding their offerings, but by narrowing their efforts to dominate a clearly defined niche. This article summarises the book’s key ideas, critiques its oversimplifications, and offers practical ways to apply focus in business and daily life.
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In this punchy rulebook, Ries and Trout lay out 22 fundamental marketing principles, from the power of being first, to the dangers of brand extension. This article reviews each law’s strategic relevance, critiques the rigid tone of the book, and shows how to apply its timeless (if sometimes controversial) advice in a modern context.
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A landmark in marketing literature, Positioning reframes the idea of competition. It’s not about having the best product, it’s about owning a distinct place in the customer’s mind. This article explores the book’s key insights, including category creation, mental perception, and naming strategy. It provides actionable advice for professionals seeking clarity in how they present themselves or their brand.
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