If you can't be first, own a different category. Avis was number two in car rentals, so they positioned themselves as the hardest-working option with "We try harder." That became their advantage.
Which is, you know, in positioning, like the, you know, the number one rule of positioning is be number one. And if you can't be number one, find a place, find a new place or create a new place where you can be number one. Like, you know, Avis famously became number one at being number two. We try harder. Like, they were the, they're the best in the world at being number two.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
