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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.

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Cancer Coherem Energy Focus Laser Light Source Stream Weak

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

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Positioning is not what you do to a product.
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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Even if all the cattle on the range look pretty much alike.
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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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An attribute that nobody else already owns in your category.
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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The essence of positioning is sacrifice.
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The best way to make news is to announce a new category, not a new product.
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What should a brand leader advertise?
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You need to allow enough time for this forgetting to take place
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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It’s better to be first in the mind than to be first in the marketplace.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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