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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
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
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Positioning is not what you do to a product.
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Mind Position Product
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
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
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
Each year we send more and receive less.
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Each Less More Receive Send Year
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
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 next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger

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