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An attribute that nobody else already owns in your category.

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

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

Aircraft Carrier Change Company Direction Try Trying
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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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Allow Build Decade Ear Forget Normal Old Person Take Truth
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
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
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
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
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

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