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When reading Positioning by Al Ries & Jack Trout, I came across an idea on repositioning. 

The idea says to find where your business stands out or differs from the competitors. Then seek ways to reposition your competition or the product category. 

A recent example is Tesla. The company has many incredible benefits, but the gap it’s filling in consumers’ minds is what it’s not. 

The fact that it’s not a car built on fossil fuels gives it an edge. The level of technology compared to conventional vehicles fills a void. 

One example talks about how Tylenol repositioned the entire aspirin product category. 

“For the millions who should not take aspirin,” said Tylenol’s ads. “If your stomach is easily upset … or you have an ulcer … or you suffer from asthma, allergies, or iron-deficiency anemia, it would make good sense to check with your doctor before you take aspirin. 

“Aspirin can irritate the stomach lining,” continued the Tylenol ad, “trigger asthmatic or allergic reactions, cause small amounts of hidden gastrointestinal bleeding. 

“Fortunately, there is Tylenol …”

After running that campaign, Tylenol’s acetaminophen sales exploded. 

Back to Tesla, how can this idea apply to the company?

Tesla has an opportunity to take a close, careful look at the auto industry. Identify the problems that Tesla vehicles solve. 

Once identified, Tesla can create a significant event. The company’s “Fortunately, there is a Tesla…” moment. 

Tesla will be able to reposition the auto industry, which would increase sales. 

What challenges do you think Tesla will face?