Spencer Johnson, author of Who Moved My Cheese? "One of the most important communication books I've ever read. I recommend it highly!"

Tony Schwartz, media consultant, producer and author. "This book is by two men who are street-smart about how the mind functions. They show that any principle of communication or advertising which goes against the way our mind and our senses function is basically wrong."

David Bohnett, Chairman and Founder of GeoCities. "Ries and Trout taught me everything I know about branding, marketing and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning."