If you're wondering about the reference to being "Influenced by Ries and Trout", it's a reference to the book Positioning: The Battle for your Mind, which I've

If you're wondering about the reference to being "Influenced by Ries and Trout", it's a reference to the book Positioning: The Battle for your Mind, which I've recommended on HN before and will continue to do so - http://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586 http://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/007... It talks about the importance of standing out in your marketplace, because consumers want simple purchasing decisions so will only, at best, compare the top few.