Al Ries

Al Ries is a business consultant who wrote a book called "Positioning: The Battle for Your Mind". It's all about how companies can make their products or services stand out from their competitors so people will choose theirs over others. Basically, it explains how to make sure that when people think about a certain type of product or service, they will think of your company first. To do this, Ries talks about things like using certain words and slogans to make your company stand out. He also suggests different ways to market your business so that more people know about it. Basically, he wants companies to make sure they're always at the top of people's minds when they're looking for that particular product or service.