Everyone is interested in what‘s new. Few people are interested in what‘s better.

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

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.

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

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

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.