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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
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
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
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’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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

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