I'm a Ries Fun from China mainland. I think the biggest difference between Al Ries, Jack Trout and other masters is that Al and Jack know exactly what to do and what not to do, and other masters only know how to do. But which is more important for a company? What to do or how to do? I prefer the former.

Many thanks for Mr. Ries and Mr. Trout.
(my email: gaoqiao1987@yahoo.com.cn)

I'm a Ries Fun from China mainland. I think the biggest difference between Al Ries, Jack Trout and other masters is that Al and Jack know exactly what to do and what not to do, and other masters only know how to do. But which is more important for a company? What to do or how to do? I prefer the former.

Many thanks for Mr. Ries and Mr. Trout.
(my email: gaoqiao1987@yahoo.com.cn)

Al, I'm from spain. I´m probably your biggest fan in the world (don't believe me, I´m only positioning myself je). I should pay for your ideas because I use them every day. My family is tired of hearing me talking about focusing, positioning, divergence, etc. every single day. I´ve read a lot of marketing books but yours are the light. I often search for new articles or videos of you in google. I´m totally surprised about how a lot of companies violate your principles everywhere. The last idea that completely changed my view about marketing was "Management feels that marketing is common sense, and if there is anything that will lead you astray in marketing today it is the idea of common sense. Management, obviously, deals with common sense in everything they do, including marketing." Until these lines I was totally convinced that marketing was common sense and I explained myself the everyday marketing mistakes by saying "The common sense is the less common of all the senses" (an old Spanish saying). But I was wrong Al, companies sacrifice future for present because they have a money-today objective. Brands don´t have time to grow. Most of managers don´t know about marketing principles, and you said that future managers will have to be marketing experts too. In spain we have a severe delay in marketing, I notice that when I see mistakes that you wrote about in your books more than 20 years ago. Well, you are the holy bible of marketing to me so please keep living and doing books, videos, articles, etc. I assure you that your ideas will be spread beyond your life. Sorry about my english. Byes