3/12 This is where Positioning, the book by Al Ries and Jack Trout, comes in. Positioning theory says that if a product has no clear position, if you cannot say in one sentence what it does, it cannot occupy a place in the user's mind. Users take in too much information every day. They compress each app into one sentence and remember it that way. An all-in-one app is an app with no position. It cannot deliver the best feature or the best experience in any single direction, so it falls a little behind in every direction, and there is no single point where it can break through.
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