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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

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

That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
Each year we send more and receive less.
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Each Less More Receive Send Year
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

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