Good things happen when you narrow your focus.

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

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

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.

The best way to make news is to announce a new category, not a new product.

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.