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Law of Focus

Every once in a while, I feel compelled to dig up a classic quote from Al Ries. Today I found this gem in Ries and Trout's The 22 Immutable Laws of Marketing:

No matter how complicated the product, no matter how complicated the needs of the market, it's always better to focus on one word or benefit than two or three or four.

Following this advice requires a great deal of discipline.

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