Definition of the word lead with

The phrase "lead with" has become increasingly popular in modern business and management circles, but its origins can be traced back to the early 20th century. The term "lead with" originally referred to the positioning of products in a retail display or on a sales shelf. In 1913, a marketing executive named E. K. Strong published a copywriting book titled "How to Sell More Loaf Sugar," which included advice on how to merchandise products in grocery stores. Strong suggested that manufacturers should "lead with" their top sellers or best-quality items in order to capture the customer's attention and encourage them to make a purchase. This strategy, known as "merchandising by position," involved arranging products in a way that drew the consumer's eye, making the most popular or desirable items easiest to find or buy. The concept of "lead with" evolved as the advertising and marketing industries grew in the mid-20th century. In the 1960s, the advertising executive Rosser Reeves coined the term "unique selling proposition" (USP) as a way to differentiate a product or service from competitors. The idea was to identify and promote a single, compelling benefit that would "lead with" the rest of the offering and make it stand out in the marketplace. Today, the phrase "lead with" is commonly used in a variety of business and management contexts, such as strategic planning, sales presentations, and team leadership. It encourages companies to focus on their strengths, prioritize their efforts, and communicate their value proposition in a clear and compelling way. Ultimately, the goal is to capture the attention and loyalty of customers, clients, or colleagues by leading with the most valuable, relevant, or attractive aspects of their offering.