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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

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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Each year we send more and receive less.
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Each Less More Receive Send Year
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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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Create Mind Perception Product Prospect Quite
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
Positioning is not what you do to a product.
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Mind Position Product

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