Before you is a truly legendary book, which literally shocked the entire business world twenty years ago, forever changing the rules of the advertising business. Today, “Positioning” by Al Ries and Jack Trout has become a classic, acquiring the status of “Bible” for marketing, advertising, and executives who know that the key to success in competition is not the best product, but the best idea that will secure this product in the minds of consumers. The anniversary edition is supplemented with comments from the authors, which analyze both the phenomenal successes and the enormous marketing failures that have occurred over the past two decades. The bright and witty style of presentation makes the book not only useful, but also very exciting reading for both seasoned professionals and novice marketers and advertisers.