This book introduces a revolutionary approach to marketing by focusing on how to create a distinct position for a product or company in the mind of the consumer. It addresses the challenges of communicating with a skeptical public by detailing strategies for industry leaders to secure a memorable place in consumer consciousness and for followers to carve out their own unique market space. The authors, Al Ries and Jack Trout, utilize their characteristic witty and fast-paced style to explain how to leverage a company's strengths and weaknesses against those of its competitors.

The book is widely recognized as a foundational text in marketing, having significantly influenced advertising and business strategy for decades. Its core concept of 'positioning' is considered a landmark contribution to the field, offering practical frameworks for competitive differentiation. The enduring relevance of its principles, even in the evolving 'New Economy,' is frequently noted by industry professionals and academics alike. The authors' direct and engaging style is often cited as a key factor in the book's lasting impact and accessibility.