Positioning concept in marketing caught fire after the two executives on Madison Street coined this term in the year 1971. These two ad wizards are known as Al Ries and Jack Trout. Positioning concept works on simple premises – an average human being prefers to remember something that is number one, or two. One tends to forget others down the ladder. For example, it will be very difficult to recall the sixth highest mountain on earth. Highest mountain on earth, almost everyone knows it. They applied this principle to marketing, and marketing management never remained the same again. The example most quoted on positioning is from Avis. The legendary advertisements claimed – we are number two, so we work harder. How effectively and creatively it was put to use. Now, any company working harder will be Avis, and none other. This image got stuck with Avis for time to come. Through this advertising Avis differentiated itself from other players in the fray. It didn’t talk about the typical selling propositions – we are better in quality, we have the best fleet, etc. No, they talked about the pains that will be taken by their staff members to offer the best experience to its customers. Positioning asks for differentiating yourself from the competition. What you must do with your business – find a plank that cannot be copied and used by your competitor. Use this plank for your marketing communication. You may be catering to a small market, but you become the leader in that market segment. Ries and Trout conclude it like this – its better to be a big fish in a small pond than being a small fish in an ocean.