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

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.

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

Good things happen when you narrow your focus.

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

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.

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