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

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

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

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.

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

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