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Good things happen when you narrow your focus.

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Focus Good Happen Narrow Thing

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind

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