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. - Al Ries

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

To be successful today, you must touch base with reality. And the only reality that counts is what’s already in the prospect’s mind. To be creative, to create something that doesn’t already exist in the mind, is becoming more and more difficult. If not impossible. 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.

Don’t try to trick the prospect. Advertising is not a debate. It’s a seduction.