1. A brand becomes stronger when you narrow its focus. The law of contraction.

2. Coffee shop just sells coffee.

3. Subway. Submarine sandwiches.

4. Sells only toys.

5. Burn your way into the mind.

6. The secret of success. If you want to be rich, you have to do what rich people did before they became rich. If you want to have a successful company, you have to do what successful company leaders did before they became successful.

7. Narrow the focus.

8. Emery Air Freight. 2 or 3 day serviceSmall packages Large packagesOvernight service

9. Federal Express. Small packages overnight

10. Case histories. Duracell vs. Eveready. Las Vegas, Nevada.