Everyone is interested in what‘s new. Few people are interested in what‘s better.
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.
The next generation product almost never comes from the previous generation.
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
A brand should strive to own a word in the mind of the consumer.
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.