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

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

The best way to make news is to announce a new category, not a new product.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

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

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.