Good things happen when you narrow your focus.

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

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

When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.

Good things happen when you narrow your focus.

The Internet is the ultimate in brand-centered buying.

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.