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

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

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

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.