1. Start with Positioning, not Branding2. Sacrifice to Find your Position3. Anchor the Market 4. Think Response, not Stimuli 5. Walk Headless6. Don't Confuse Taglines for Positioning Statements 7. Polarize your Position8. Rizz-up9. Bundle and Breakaway10. Do it Missionary 11. Form the "Against" Position 12. Be the Alternative13. Sound Alarm14. Dub Dinosaurs 15. Establish the Heirarchy16. Be the Ingredient 17. Counter-position18. Set (Unwritten) Rules19. Issue full disclosure
