successful positioning requires consistency. You must keep at it year after year. - Al Ries

The world is round,” said Christopher Columbus. “No, it’s not,” said the public, “it’s flat.”

To convince the public otherwise, fifteenth-century scientists first had to prove that the world wasn’t flat. One of their more convincing arguments was the fact that sailors at sea were first able to observe the tops of the masts of an approaching ship, then the sails, then the hull. If the world were flat, they would see the whole ship at once.

All the mathematical arguments in the world weren’t as effective as a simple observation the public could verify themselves.

The only reality you can be sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others.

Success in business inflates the egos of top management.