“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.”

Good things happen when you narrow your focus.

It is better to have 50% of one market, instead of 10% of five markets.

Positioning is what you do to the mind of the prospect.

You need to allow enough time for this forgetting to take place

Your brand’s power lies in dominance.

Positioning is how you differentiate yourself in the mind of the prospect.

A branding program should be designed to differentiate your cow from all the other cattle on the range.

When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.

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.

It’s the first company to build the mental position that has the upper hand, not the first company to make the product.

The most powerful concept in marketing is owning a word in the prospects mind.

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

Everyone is interested in what‘s new. Few people are interested in what‘s better.

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

But with a laser, you can drill a hole in a diamond or wipe out cancer.

If you can build a powerful brand, you will have a powerful marketing program.

This is my life, I thought…I have excised the cancer from my past, cut it out; I have crossed the high plains, descended into the desert, traversed oceans, and planted my feet in new soil

I’m not sure what Essiac does to extend cancer survival, and for all we know it may not have this effect.

If we are fortunate, we ‘beat’ the cancer. If not, we are posthumously praised for having ‘succumbed after a long battle.’

In America, we have always taken it as an article of faith that we ‘battle’ cancer; we attack it with knives, we poison it with chemotherapy or we blast it with radiation.

Suspicion is the cancer of friendship.

One time there was a student at Punjab University in Lahore who came down with cancer and his friend came to me for help. I stood outside on the street in Lahore and asked the people in that city for help. Within four or five hours, I received more than 40 million rupees [more than US $670,000].

Society is cancerous and bureaucracy is its cancer.

USURY is the cancer of the world, which only the surgeon’s knife of Fascism can cut out of the life of the nations.