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 not what you do to a product. Positioning is what you do to the mind of the prospect.

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

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

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

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

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.