This article originally appeared as a VIEWS Luminaries interview in Fall 2017. Even though today the word “positioning” is bandied about it was a brand new concept in the late 1960’s when Al Ries and Jack Trout introduced it. Positioning is how an individual frames something in their own mind. That something could be anything – e.g., a product, a person, an event. Ries and Trout explored positioning as it relates to the marketplace. In this article Al discusses his thoughts on positioning in today’s world, fifty years after he and Jack published their seminal book on this topic. READ THE ARTICLE