Al Ries, who wrote one of the seminal books on marketing with Jack Trout years ago entitled “Positioning: the Battle for Your Mind,” has submitted a challenge to big company marketers and C-level execs to stop “top-down thinking.” Ries states this type of thinking – where marketers and brands push seemingly indistinguishable products – is leading to consumer confusion, disloyalty and ultimately lost profits. “Quit thinking like an executive and start thinking like a consumer.” In AdAge Ries urges these big company types to “Quit thinking like an executive and start thinking like a consumer.” Ries writes “Clearing up customer confusion [is vital]. Most customers don’t want to waste time picking out absolutely the best and cheapest product on the market. They just want to make a good choice.” He calls on marketers and C-level execs alike to put themselves “in the place of customers and [try] to figure out![]()
