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Chapter Nine
On The March |
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Occupy Strong Natural Positions
Always Seek the High Ground
Make an Estimate of the Situation
Discipline Can Build Allegiance |
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Strategically, a secure position establishes a base for the offensive. Tactically, this position helps you use your natural strengths. Positions where you can occupy a key strong point are important in every endeavor. There are only a few leaders in each industry; everyone else marches in their shadow. |
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In order for a position to be secure, we must "own" it. We "own" a position because of a perceived strengththe perception is indeed the reality. People accept only that which is consistent with what they already know as they pyramid perceptions about the position of a product or service. |
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All positions are in the mind. The entry into the mind is through emotions, not logic. Logic sounds most convincing to the presenter; it is emotions that cause one to change positions. In coveting competitive positions, the first rule is: it's very, very difficult to move into a position occupied by someone else. |
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To build a strong position, you must first determine what position you want and who you want your customers to be; and then figure out how you are going to meet the needs of those customers better than anyone else. |
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In business, the most secure positions are owned by those with a loyal base of customers. Premier positions are earned by organizations with systems for really listening to their customers and focusing resources on meeting or exceeding needs in a manner that delights customers. The idea is to make customers so happy that not only do they not buy anything else, they don't even think of buying anything else. |
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However, the more secure your position seems to be, the greater can be the danger. When you feel most secure, you are most vulnerable to surprise. |
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