“It’s the first company to build the mental position that has the upper hand, not the first company to make the product.”

Good things happen when you narrow your focus.

It is better to have 50% of one market, instead of 10% of five markets.

Positioning is what you do to the mind of the prospect.

You need to allow enough time for this forgetting to take place

Your brand’s power lies in dominance.

Positioning is how you differentiate yourself in the mind of the prospect.

A branding program should be designed to differentiate your cow from all the other cattle on the range.

When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.

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.

The most powerful concept in marketing is owning a word in the prospects mind.

Changing the direction of a large company is like trying to turn an aircraft carrier.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

But with a laser, you can drill a hole in a diamond or wipe out cancer.

If you can build a powerful brand, you will have a powerful marketing program.

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.

Does not the possibility or the power to do something about the situation at hand confer on one the responsibility to do it?

When you’re just an actor, you do your role, and then you’re in your trailer. It’s not as hands on as when you’re directing. You live and breathe it.

Doctors, by God; washing their hands, looking out windows, fiddling with dreadful things while you are stretched out on a table or half undressed on a chair.

I would draw my own comic book characters listening to metal. The drawing and music kind of went hand in hand.

I respect that. I can respect you more by doing that. But don’t smile in my face, shake my hand, and then you don’t really respect me, or want me to be around, or come to your games as the owner of the Clippers.

Coloring is very relaxing for one thing. And I think adults like to unplug from technology for awhile and do something tangible with their hands.

I can’t pass a bookstore without slipping inside, looking for the next book that will burn my hand when I touch its jacket, or hand me over a promissory note of such immense power that it contains the formula that will change everything about me.

Whether it’s a tie game or down by 1 or up by five, it was always the same shot. So I always felt comfortable with the ball in my hands because it was in there a million times before.