Never run advertising until the major publicity possibilities have been exploited. - Al Ries

What’s called luck is usually an outgrowth of successful communication.

"In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, "positioning.

The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.