Sublime

The law of the mind follows from the law of perception. If marketing is a battle of perception, not product, then the mind takes precedence over the marketplace.

Rather than relying on individual talents, the firm would need to create more of an institutional reputation, based not only on the “raw” talent of key individuals but on the ability of the firm to bring to bear its collective knowledge derived from past engagements.

Michael Porter, a Harvard Business School professor who is considered the founder of modern corporate strategy, had seized Hinton’s attention with a 2011 essay whose rather modest critique of the prevailing approach to business created a stir in a world not used to such friendly

keep a testimonial brief.

The late Howard Gossage used to say that the objective of your advertising should not be to communicate with your consumers and prospects at all, but to terrorize your competition’s copywriters, and there’s some truth in that.

Guide to Management: Lasting Lessons from the Best Leadership Minds of Our Time, p. 82.

Appeal to a customer segment, find a base of differentiation, and the competition’s advertising will have no effect. Be so amazing that customers naturally prefer you.

With rare exceptions, a company should almost never change its basic positioning strategy. Only its tactics, those short-term maneuvers that are intended to implement a longterm strategy.