74 Quotes by Al Ries

The next generation product almost never comes from the previous generation.

Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

The most powerful concept in marketing is owning a word in the prospects mind.

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

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

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

The best way to make news is to announce a new category, not a new product.