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

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.

War and marketing have many similarities.

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

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.

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

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