Quotes from Al Ries, Jack Trout

All truth is relative. Relative to your mind or the mind of another human being. When you say, 'I'm right and the next person is wrong,' all you're really saying is that you're a better perceiver than someone else.

The essence of marketing is narrowing the focus. You become stronger when you reduce the scope of your operations. You can't stand for something if you chase after everything.

When you launch a new product, the first question to ask yourself is not 'How is this new product better than the competition?' but 'First what?' In other words, what category is this new product first in?

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

People don't like to change their minds. Once they perceive you one way, that's it. They kind of file you away in their minds as a certain kind of person. You cannot become a different person in their minds.