Ries and Trout have espoused an approach to strategic thinking that is most appropriate to entrepreneurship. Their premise is that, first, if competitor does not “own” a position in the mind of the customer, in terms of a particular product or service, then all competitors can be ignored. The sine qua non for the new business is to capture that mental position. The manner in which the realistic individual does this is to develop a strategy that is based on a “coherent marketing direction.” That is to say, the direction