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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

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The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
Each year we send more and receive less.
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Each Less More Receive Send Year
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Your brand’s power lies in dominance.
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To get into the consumer’s mind, you have to sacrifice.
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well

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