The 22 Immutable Laws of Marketing and Positioning are ideal books. Both are easy to read but packed with valuable lessons. I often come back to both of them, especially 22 Laws to make sure I don't drift far from their principles.
Positioning is the intersection of product and marketing. Without the correct positioning, your product won't be as strong and your marketing won't be as effective. Choosing and communication the right market positioning unlocks everything else.
Here are some of the most valuable lessons I've learned on the subject.
The Target is Not the Market: Your target (whom you advertise to) and your market (who buys the thing) are not the same.
The Shopping List Test: A simple test for whether your brand name means anything to customers.
Optimal Newness: Your customers don't want anything too new. Build the most advanced, yet acceptable, version of your idea.
Read more on positioning.
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