Available for the first time in the United States, this international bestseller reveals the secrets of nonverbal communication to give you confidence and control in any face-to-face encounter—from making a great first impression and acing a job interview to finding the right partner.

It is a scientific fact that people’s gestures give away their true intentions. Yet most of us don’t know how to read body language—and don’t realize how our own physical movements speak to others. Now, the world’s foremost experts on the subject share their techniques for reading body language signals to achieve success in every area of life.

Drawing upon more than thirty years in the field, as well as cutting-edge research from evolutionary biology, psychology, and medical technologies that demonstrate what happens in the brain, the authors examine each component of body language and give you the basic vocabulary to read attitudes and emotions through behavior. Discover:

• How palms and handshakes are used to gain control
• The most common gestures of liars
• How the legs reveal what the mind wants to do
• The most common male and female courtship gestures and signals
• The secret signals of cigarettes, glasses, and makeup
• The magic of smiles—including smiling advice for women
• How to use nonverbal cues and signals to communicate more effectively and get the reactions you want

Filled with fascinating insights, humorous observations, and simple strategies that you can apply to any situation, this intriguing book will enrich your communication with and understanding of others—as well as yourself.

Positioning is the first book to tackle the issues of communicating to a skeptical, media-blitzed public. It describes a revolutionary approach to creating a "position" in a prospective customer's mind—one that reflects a company's own strengths and weaknesses, as well as those of its competitors.

Written in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:

• Make and position an industry leader so that its name and message embed themselves into the collective subconscious of your market—and stay there.
• Position a follower to occupy a niche not claimed by the leader.
• Avoid letting a second product ride on the coattails of an established one.

Positioning also shows you how to:

• Use leading ad agency techniques to capture the biggest market share and become a household name.
• Build your strategy around your competition's weaknesses.
• Reposition a strong competitor and create a weak spot.
• Use your present position to its best advantage.
• Choose the best name for your product.
• Determine when—and why—less is more.
• Analyze recent trends that affect your positioning.

Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.