Design
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation, b
... See moreJack Trout • Positioning: The Battle for Your Mind
I've tried it all — walks, deadlines, formulas, fasting, thieving, reading old ads, sprinting through the park, cafes with no wi-fi, foyers with Coca-Cola. Here's the only thing I've worked out.
Big ideas are less about creativity and more about conviction.
In fact, I think your conviction in an idea is more important than the idea its
... See more“Don't worry about people stealing your ideas. If your ideas are any good, you'll have to ram them down people's throats.”
— Howard Aiken
Too many businesses don’t really understand that the core of their business is making people feel good. Whether it’s walking into a store or a restaurant, or being on an airplane, most people go through life hoping that good things will happen to them, and they return to businesses that make those things happen.
Alison Beard • Life’s Work: An Interview with Ruth Reichl
the mental inertia that John Stuart Mill called the ‘deep slumber of a decided opinion’.
Geoff Mulgan • Another World Is Possible: How to Reignite Social and Political Imagination
** It turns out that Your Book actually being Just A Book is freeing. It turns out that living in a world where marigolds matter more than Amazon stars is kinda wonderful.