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.

The crucial ingredient in the success of any brand is its claim to authenticity.

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

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

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

It's better to be first in the mind than to be first in the marketplace.