figure Al Reese Co-founder of positioning theory, the father of "positioning theory", known as the founder of modern marketing theory, and currently the chairman of Reese Partners (Global) Marketing Company. In 2007, he was named one of the "Top Ten Business Masters in the World" by the American "Advertising Age" magazine. His major works include: "Positioning", "Business War", "Marketing Revolution", "22 Business Rules", "Focus", "22 Laws of Branding", "The Origin of Brands", "War in the Boardroom" and other marketing masterpieces. Jack Trout Co-founder of positioning theory, highly regarded by Morgan Stanley as a marketing strategist higher than Michael Porter, and president of Trout Consulting in the United States. In addition to co-authoring positioning books such as "Positioning", "Business Warfare", "Marketing Revolution" and "22 Business Rules" with Mr. Rees, thus creating positioning theory, he also authored books such as "New Positioning" and "What is Strategy". Elevate the positioning to the corporate strategic level - the strategic positioning level.

In 1963, Mr. Al Reese established Reese Company in New York, USA. In 1968, Mr. Jack Trout joined Rees Company. In 1969, Jack Trout first proposed the concept of "Positioning" to express and define Reese's marketing philosophy "in the simplest and clearest way". In the same year, the first signed article of positioning theory, "Positioning - The Way to Compete in the Era of Homogenization" [2], was officially published in the magazine "Industrial Marketing". In 1970, Philip Kotler first introduced Positioning into marketing as the most important P before the 4Ps to lead the direction of corporate marketing activities. In 1971, David Ogilvy published an advertisement in the New York Times and listed 38 ways to create "salesable advertising." At the top of the list is what he calls "the most important decision" - "The effectiveness of an advertising campaign depends more on the positioning of the product than how the ad is written." In 1972, "Advertising Age" published a series of articles by Al Ries and Jack Trout, "The Coming of the Positioning Era." It was this series of articles and subsequent single volumes that created the famous "positioning theory" in the history of marketing. In 1980, as business competition became increasingly intense, Michael Porter introduced positioning into corporate strategy as the core of the strategy and created competitive strategy. In 1994, Al Reese and Jack Trout separated, and Al Reese and his daughter formed Reese Partners; Jack Trout formed Trout Partners. After the two broke up, Mr. Al Reese wrote "Public Relations First, Advertising Second", "Focus", "The Origin of Brands", etc., and Mr. Jack Trout wrote "Difference" and "What is Strategy" , "Repositioning" and so on. In 2001, "Positioning Theory" defeated Reeves' "USP Theory", Ogilvy's "Brand Image Theory", Kotler's "Marketing Management Theory", and Michael Porter's "Competitive Value Chain Theory" and was adopted by the United States. The Marketing Institute selected it as the concept that has had the greatest impact on American marketing in history. In 2002, Trout China Company was established. In 2004, the Wong Lo Kat case article "Five Positioning Points to Join the Billion-Yuan Brand Club" by Trout China Company was published in the Chinese version of Harvard Business Review. In 2007, Al Ries was selected as one of the "Top Ten World's Top Business Strategy Masters" by authoritative American media, alongside Peter Drucker and Jack Welch. In the same year, Reese Partners China was established. In 2008, Mr. Reese opened a column in China's authoritative marketing and management magazines "Sales and Market" and "Chinese and Foreign Management" and continued to publish a series of articles, which greatly promoted the spread of positioning in China. In 2013, the "Positioning and Discovering Brand Value" forum hosted by Trout Henan Education Center opened in Zhengzhou on September 28. [3]

In an over-communicated society, people's only defense is to oversimplify their minds

The average person's mind is already like a dripping sponge. Only by squeezing out existing information can we absorb more information.

The media itself may not be the message, but it greatly affects the message. The media is more like a filter than a delivery system.

The best way to deal with an over-communicated society is to radically simplify information. You must turn the information into a knife tip so that it can cut into people's minds. You have to cut out vague words and simplify your message, and if you want to leave a lasting impression, simplify it even more.

What hinders the effectiveness of information is the amount of information disseminated. Only when you understand the nature of the problem can you know how to solve it. Since information that reaches customers' minds is so rare, you should ignore the source of the information. Instead focus on the receiver. You should focus on potential customers’ perceptions, not your product.

It may be ironic to take the wrong way of communication and the right way of ending as the premise of communication. But if you want your message to be received by others. You really have no choice.

The facts don't matter, what matters is the perception in people's minds. The essence of positional thinking is to accept perceptions as reality and then reconstruct those perceptions. You are in the mind of the customer. Establish the positioning you want. We later called this process outside-in thinking.

Being first is the shortcut to the mind

Reviewing the history of modern communication

Amerigo's discovery

Now for many people or products, one path to success is to look at what your competitors are doing, and then remove the poetry or creativity in their advertising that blocks the message from reaching the mind, and replace it with a refined and simplified message. , used in your own advertising slogans, you can penetrate into the minds of potential customers.

In fact, you see what you want to see. What you taste is what you want to taste. , otherwise there would be no need for advertising at all.

The primary goal of any advertising is to raise expectations, that is, to create the illusion that the product or service will deliver the miracles they expect, immediately.

Don't play word games. Could be self-defeating. Because customers are accustomed to accepting simple information rather than complex guessing questions.

The human mind not only rejects information that is inconsistent with previous knowledge and experience, but also does not have enough knowledge and experience to process this information.

This is very important. What a person doesn't know, he doesn't know that he doesn't know. It takes time to learn a new thing alone. If you just sell products to customers, which customer do you think will spend the time and cost to learn your products?

People generally remember positioning concepts more easily than names. A brain-damaged man might be able to identify and call his eldest daughter his eldest daughter. Although she probably couldn't recall his eldest daughter's name.

This sorting of character brands is not only convenient for management, but also absolutely necessary to cope with the complexity of life.

For every type of product, there is almost such a ladder in the minds of potential customers. The market leader is on the top level, the second place is only on the second level, and the third place is on the third level. This mental ladder varies, with level three being the most common. Seven levels may be the most "seven laws".

If advertisers want to launch a new category, they must bring up a new ladder in their minds. This is also difficult, especially when this new category is not positioned against the old category. The mind has no room for new and different things unless it is related to the old.

So if you have a brand new product, telling potential customers what the product is not is often more useful than telling them what it is.

Your competitor's position is as important as your own, sometimes even more important.

Mengniu has successfully positioned itself as the second largest dairy company in China, directly targeting Yili. was successful.

By connecting the product with the existing cognition in the minds of potential customers, the non-Cola positioning is that 7-up becomes an alternative to cola drinks. Imagine the ladder of the cola category, with Coca-Cola on the first level, Pepsi-Cola on the second level, and Pepsi-Cola on the third level. , Qixi.

To find a unique positioning, you must abandon traditional logical thinking. Traditional logical thinking believes that you have to find the positioning concept from yourself or your product. wrong!

You have to look inside the mind of your potential customer. You can't find a non-Cola positioning in 7-Up's beverage cans. You can only find it in the minds of consumers.

The most important thing for successful positioning is consistency, which requires decades of persistence. When you become stronger and you say you want to be number one, that is just advertising your desire.

If you want to succeed, you cannot ignore the positioning of your competitors, nor can you deviate from your own positioning. You must remember an immortal saying - seek truth from facts.

Through non-Cola promotion, 7-Up has been successfully positioned as an alternative drink to Coca-Cola and Pepsi-Cola; but its current advertisement is that the United States is switching to drinking 7-Up. This has not happened in the United States, and 7-Up is just promoting its own wishes.

A company launches a great product, has a great sales force, and launches a great advertising campaign, but if it happens to be in a dead-end position, it will still fail miserably, and no amount of money will make a difference. .

Any company that launches a head-on challenge to IBM's position is unlikely to win. The key word in this sentence is of course "positive".

Positioning has nothing to do with whether you mention your competitors or not. He required that the strengths and weaknesses of both competitors must be considered before launching marketing campaigns.

Jack Welch of General Electric Company almost completely rejected the I-can-do spirit, and he was either one of the best or eliminated.

How to compete with industry leaders? It is foolish to fight fire with fire. You can put out fire with water.

Followers are easily misled into thinking that the answer is to try harder. However, for a company that is in an outdoor position, no matter how hard it tries, it will not help.

It’s not a question of what, but when to put in the extra effort, and even if it’s going to be effective, it should be built on product leadership.

How to become a leader? It's actually very simple, just strike first and give it your all.

Practice has proved that the long-term market share occupied by the first brand to enter people's minds is usually twice that of the second place and four times that of the third place, and this proportional relationship will not change easily.

Many marketing experts overlook the huge advantage of being first to mind, often crediting companies like Kodak, IBM, and Coca-Cola with marketing wisdom.

What makes a leader is, of course, many followers. A leader should not drive away all competitors, but need them to jointly create a category.

Leadership is the best differentiation and the guarantee of brand success.

Almost all substantive advantages will be attributed to the leader. Unless there is a strong reason against it, consumers will still choose the same brand they chose the last time they shop next time.

Larger, more successful companies that are able to prioritize top college graduates actually tend to attract more and better employees.

If two brands have equal status, one will gradually gain the upper hand and dominate the market for a long time to come.

Obviously, when the pattern is unclear and neither party has obvious advantages, extra efforts should be made. Sales leadership in a single year often lasts for decades.

A jet requires 110% of the rated power to get the wheels off the ground, but when it reaches an altitude of nearly 10,000 meters, the pilot can adjust the mileage to 70% of the rated power. The aircraft can fly at a speed of 965 kilometers per hour.

A leader can do whatever he wants, and in the short term, a leader is almost indestructible. The momentum of leading alone can sustain him. There is an old saying in the wrestling world that you cannot lose if you suppress your opponent.

The leader's advice should be to keep going until the government says stop.

Once a company has established its number one position, there is no need to shout through advertising that we are number one.

Strengthening the category has a much better value in the minds of customers.

The key to establishing yourself as a leader is to get in the head first

The key to maintaining leadership is to strengthen the concept of originality and establish standards so that competing brands can be judged by this standard.

When Tesla makes its technology public, it means announcing to the world that Tesla is the inventor of electric cars, even though many people already think so.

Leaders should fully intercept all possibilities of success. In other words, leaders need to guard against arrogance and impetuosity. Once they discover a potential new product on the market, they should follow up immediately. However, by the time leaders wake up, it is often too late. Night.

The essence of interception is to protect yourself from accidents.

Strength from products

respond quickly

Use multiple brands to intercept opponents

Intercept opponents with broader names

The rich get richer, the poor get poorer

This absolute leading advantage will still promote the development of enterprises for many years to come. At the same time, it is worth noting that what makes an enterprise strong is not its size, but its mental status, which determines the size of its market share.

The ultimate goal of positioning should be to establish leadership in a category. Once leadership is achieved, the company can enjoy its success for many years to come.

It's hard to be number one, but it's much easier to stay number one.

The second-place company believes that the key to success lies in "people are better than others." This is an extremely wrong idea.

It's not enough for a product to be better than its competitors, companies must take advantage of uncertain times and launch an offensive.

Before the leader has had time to establish a leadership position, conduct larger advertising and promotions, and give the product a better name.

To find vacancies, companies must have the ability to think in reverse and do the opposite. If everyone is in the network, then look west to see if they can find vacancies.

Size space

High priced space

Low price vacancy

If you combine the three price strategies of high, medium and low, generally speaking, you have a powerful marketing mix strategy.

Other valid slots

factory vacancy trap

Technology trap

A trap that satisfies everyone's needs

Given the glut of products in every category, how can companies use advertising to get into the minds of consumers? The most basic business strategy is to reposition competitors.

In order to move a new concept or product into the mind, one must first clear the mind of the original related concepts or products.

Once the old concepts are overturned, the promotion of new concepts often becomes extremely simple. In fact, people often actively look for new concepts to fill the void.

In addition, there is no need to be afraid of conflict. The key to repositioning is to shake the existing conceptual positioning of products or people.

Conflict can also make people famous overnight.

People like to see bubbles burst.

To make a repositioning strategy effective. You must reveal the weaknesses of your competitors’ products. You change a potential customer's perception of your competitor's product, rather than just saying how good your own product is.

There is an advertisement that says that most American vodka appears to be produced in Russia, but in fact it is produced in the United States. They list the origin of a certain brand. This proves that these vodkas are not authentic vodkas. The ad goes on to say that the Red Card, on the other hand, is truly made in Russia.

The ingredients of smart potato chips are potatoes, vegetable oil and salt! Pringles are made from dehydrated potatoes. Monoglycerides and diglycerides and butyl anisole?

This makes Pringles feel like cardboard to customers.

In some little corner of your mind, there’s a loser’s box written on it, and once your product is in there, it’s game over. It’s better to go back to square one and start over with new products.

The traditional advertising method is to ignore competitors and describe one's own characteristics as if they were these characteristics. If the competitors only mention the competitors as if they have not been mentioned before, it will be considered not only vulgar taste, but also poor strategy.

In the era of positioning. These laws are broken. To establish your positioning, not only must you constantly mention your competitors by name, but you must also throw out most of the old advertising rules.

For many categories of potential customers, they have long understood the benefits of your products. If you want to climb the ladder of their minds, you must connect the existing brands in the core of your brand.

Education and nobility may be admirable qualities, but not in advertising campaigns.

When repositioning and promoting competitors, be fair, which means you should treat competitors in an ethical manner.

The media is like a gossip, living off bad news, not good news.

This may not be the society you expected, but it is the reality. If you want to succeed in this over-communicated society, you have to follow the established rules of the game, not your own set.

Don't be discouraged. In the long run, a little disparagement of your competitors will be more meaningful than a lot of self-promotion in the past. Honest and fair repositioning can prevent competitors from neglecting you.

Don’t take this as a lesson. What worked in the past may not work now or in the future.

Look for a name that starts the positioning process and tells potential customers what the product's main profit points are.

The name should not push the boundaries, that is to say, the name, if it is too close to the product itself, will become a generic name that can refer to all products in the same category, rather than the trademark name of a specific brand.

Choosing a name that is loud, close to universal, and descriptive can deter competitors from following suit and entering your territory. A good name is the best guarantee for long-term success.

Names also become obsolete, leaving room for wary competitors.

Smart companies don't waste money defending the past, but take advantage of the opportunities brought by change and launch new brands at the right time.

Since product differences in many categories are negligible, a better name can mean millions of dollars in difference in sales.

For many people, one of the difficulties in learning positional thinking is not understanding the importance of timing.

Only when you are a brand new product and the first to enter their minds, and the majority of consumers definitely need you, can you choose a name without any meaning.

Soy butter is still a very good positioning concept. Margarine has always been regarded as fake butter. Once the mind is formed, it is difficult to change the perception. A better strategy to eliminate the negative effects is to call it another name, soy butter, room temperature butter, except that it is derived from soybeans, not milk.

Reveal the original appearance of the product

When naming people or products, you should not let your competitors take over. You need to use the words to describe your own products, such as the word "sugar" in the case of margarine or the word "sugar" in the case of corn syrup.

Find a way to get on the same starting line. In addition, don't say that your product is better, but show that your product is different.

A better strategy is to invert the meaning of the name, that is, use the same words to express opposite meanings in order to reposition the original concept.

Eastern Airlines

A bad name will never become a good name no matter how many years it is used. The name is the first point of contact between information and the mind. The effectiveness of information does not depend on the aesthetic quality of the name, but on whether the name is good or bad. Suitable or not.

China Eastern Airlines is like flying to the east. You can only see the name of a local airline that you want to see, which cannot carry the good name of one of the human beings. If you can choose potential customers, it is more inclined to be national. Rather than a local airline.

It tells the story of Goodrich and Goodyear. Although the former is more advanced and powerful than the latter, consumers will be more inclined to Goodyear.

Gutrich invents a technology, Fengchitong will perfect it, and Goodyear will get the greatest sales because of this technology.

There are also three similar names appearing here, which are almost the same as the Goodyear version.

What to do if there's something wrong with your name, change it.

Names can sometimes go too far, be too graphic, or be too suggestive, especially for products that are consumed in public.

When choosing a name for a low-calorie and low-price product, be careful to hint at its benefits but also be cautious. If it is too explicit, it will scare away potential customers.

For example, for example, a slimming tea, or a product with a trademark of three yuan or two yuan, you will feel that these things are too iconic, which will make people lose face, leading to them leaving the product.

Business people fall into the same trap. The first problem they encounter is the name. Do not use abbreviations at the beginning, middle or end of your name. Only use initials after you are famous.

Which companies will grow faster? Or use the full name of the company.

Many companies use abbreviations. They fail to think clearly about how to position themselves in people's minds, and suffer the consequences of blindly following fans of abbreviated names.

If your name is already very famous, but it is an abbreviation and all your customers in this area know it, then do the next generation need to let them know the meaning of this name again? This is very time-consuming, laborious and expensive.

Positioning a lifelong career is a long-term process. Wise decisions made now may not have results until many years later. You need to be careful when choosing a name.

The main reason why companies make common mistakes in choosing names is that managers live in a sea of ​​paper every day, including letters, memos, and reports.

If the message is designed for broadcast first, it will sound better in print.

The correct way is to read it in order first and then print it.

Nothing is permanent in the world. Times are changing, products will become obsolete, markets will rise and fall, corporate mergers are common, and companies must change their names when the time comes.

The correct causal relationship is that after a certain company became famous, it changed its name into an abbreviation.

A typical business life cycle begins with an entrepreneur and a business concept. Once the business succeeds, in order to avoid the impact of the entrepreneur's death and taxation, the business will eventually become part of a certain group company.

Procter & Gamble's multi-brand strategy has this effect, with one brand occupying a position.

For new products to be successful, they need to establish a new product ladder in their minds. A new ladder should have a new name.

One name cannot represent two distinct products; if one goes up, the other will go down.

If someone wants to seize your position, it can be said to be very bad. If you voluntarily give up your position, this is simply a tragedy.

What is the value of anonymity? ? ? ?

When dealing with the media, you must protect your anonymity until you are ready to use it.

When you use this kind of anonymous resource, leave no stone unturned.

What you need to remember is that your goal is not to promote for the sake of promotion, but to establish a positioning in the minds of potential customers.

Andy Warhol once predicted: In the future everyone will be famous for 15 minutes. When your 15 minutes comes, make the most of every second.

shopping list test

bartender test

We call brand extension a trap, not a mistake. Under certain harsh conditions, brand extension is feasible. as follows:

Some communication is better than no communication, and strong communication is better than weak communication.

1. Estimated sales and products with high sales potential should not use the company name; products with small sales should use it.

2. Competition landscape. Company names should not be used in markets without competition; in markets with fierce competition, company names should be used.

3. For advertising resources, brands supported by large advertising budgets should not use company name budgets; small ones should use them.

4. Product prominence. Breakthrough innovative products should not use the company name; commodity products should use chemicals such as chemicals.

5. Distribution channels, products sold on shelves should not use the company name; use of products promoted by sales representatives.

When a new employee accepts a job, it is equivalent to buying the employer's business. The company holds recruitment activities, which is actually promoting itself.

As for whether you are willing to bid a price-to-earnings ratio of 600 or 60 times, it depends on how strong the company's positioning is in the minds of investors.

The name anchors the company in its past reputation.

Even with a suitable name, the positioning of the company is not yet complete. The company name should also occupy a concept within the industry.

The bigger and more successful the company, the better employees it has.

On the contrary, the smaller the company, the less successful it is, and the only choice is to select the remaining employees.

If the above conclusion is true, then as long as the company occupies the first place on the product ladder in the minds of potential customers, it is certain that potential customers will also think that the employees of the company are also the best.

And if the company is not second to none, but tells potential customers that its employees are better, this contradictory statement is often detrimental to the company.

What this case tells us is that the solution to positioning problems is usually found in the minds of potential customers, rather than in the product itself.

Product advertisements are usually dominated by pictures and highlight visual elements.

Service advertising is dominated by growth and text, highlighting language elements.

"Semantic Difference" Research Method

Positioning theory says you have to start by building on the strengths that potential customers already think you have.

what do you? People and products all suffer from the same mistake of wanting to be all things to all people.

The hardest part of positioning is picking out the specific concept you want to occupy. If you want to gain the attention of your customers, you have to make a choice.

what do you? What is your position in life? Can you sum up your positioning in one simple concept? And is your business able to establish and leverage this positioning?

Anything worth doing is worth doing even if it's done poorly, and if it's not worth doing, it shouldn't be done at all.

On the other hand, if it is something worth doing, you want to wait until you can do it perfectly before doing it. If you don't do it now, you risk losing the opportunity. It can never be done.

So anything worth doing, even if done poorly, is worth doing.

Don't be confused with other people's names

If you need to change your name, you should change your name.

The first horse is your company

The second horse is your boss

The third horse is a friend

The fourth horse is an idea

The fifth horse is confidence

The sixth horse is yourself

Positioning is reverse thinking. Positioning does not start from yourself, but from the minds of potential customers. Don't ask yourself what you are, but ask yourself what position you already have in the minds of potential customers?

Changing the mind can be an extremely difficult task. In contrast, it is much easier to use the knowledge already in the mind. This is the key point.

To avoid "egoism" when determining the cognitive state of a potential customer's mind, what have we already established? The answer to this question should be obtained from the market, rather than asking your own company's sales manager.

If you need to spend money on market research, then spend the money to do it. You should figure out the true state of your customer's mind and the difficulties you will face now, so that you won't be at your wits end when you finally figure it out.

You should have a broad mind, grasp the big picture, and avoid getting bogged down in minutiae.

What is the best position you can have in the long term? "Have" is the key word.

Sometimes your goals are too high and the position you want to occupy is too broad. It's impossible to establish that kind of positioning in your mind, and even if it could be established, it wouldn't be able to defend you against attacks by products with a narrower positioning. It’s a trap that caters to everyone’s needs.

In personal career, it is easy to make the same mistake. If you try to do everything, you will achieve nothing. It is best to focus on one major to establish the unique position of an expert.

Entrepreneurs are different. Entrepreneurs must not only become experts in one aspect, but also at least become experts in several other aspects. This is something that cannot be helped and cannot be changed. So successful entrepreneurs are admirable.

Don't confront the leader head-on, that's courting death.

Take a step back and find a way to choose a position that is not already occupied. As much time as you analyze the situation from your own perspective, you must spend just as much time analyzing it from your competitors' perspective.

Dealing with competitors is a major issue in most marketing situations.

It costs money to occupy a place in the minds of customers, it costs money to establish a positioning, and it also costs money to help you establish a positioning.

When funds are limited, it is much better to spend enough money in one city than to invest insufficiently in multiple cities. If you succeed in one place, You can push it to other places, of course, provided that the first place is chosen correctly.

To cope with changes, it is important to have a long-term perspective. You have to be discerning, determine your basic positioning, and then stick to it.

Positioning is an accumulated concept, taking advantage of the long-term cumulative nature of advertising. With very few exceptions, a company should almost never change its basic positioning. Instead of strategy, all that can be changed are tactics, which are short-term actions taken to implement long-term strategies.

The trick here is to keep the basic positioning strategy and improve upon it, which includes finding new ways to dramatize the positioning. and the adoption of new presentation methods to avoid tedium.

Having a position in your mind is like owning high-value real estate. Once you give it up, you will find that it is impossible to get it back.

Creative people usually don’t accept positioning thinking because they believe in positioning, which constrains their creativity.

Creativity itself is worthless and can only contribute if it is for the purpose of dramatization and positioning.

The role of the outsider

Universal semanticists have been saying for decades that words have no meaning. The meaning is not in the words but in people's use of the words.

If you want to add meaning to a flawed word, it's better to abandon the flawed word and use another word.

Nowadays, if you want to be successful in positioning, your thinking must be very flexible, and you must be able to choose and use words. Defy the authority of history books and dictionaries.

We are not saying that accepted traditional meanings are unimportant. Quite the contrary, you must choose words that trigger the meaning you want to establish.

Remember, words have no meaning. They are empty vessels until you fill them with industry. If you want to give a product, you usually have to change the container first.

Words are triggers, they trigger meanings that are embedded in people's minds.

Most people are irrational

Unreasonable people first have an opinion and then look for facts to confirm their opinion, or even more often, He can adopt the opinions of the experts around him, thus completely eliminating the trouble of finding facts. This is the essence of word-of-mouth.

Names that can inspire positive cognition in the mind are very powerful, and the mind will understand the real world from the meaning of the name.

The mind operates on language. Conceptual thinking of the mind requires the use of words. Choosing the right words can influence the thought process itself. .

But there are limits to the application of language. If a word is completely divorced from the real mind, it will be refused to be used. For example, if you write big words on a toothpaste tube except the manufacturer, People will call him a small tube of toothpaste. If he writes "Economy Size" on the toothpaste tube, people will call him a "big tube".

The world is changing, but everything remains true to its origins

Change has become a constant for many businesses, but is making changes the only way to keep up? exactly the opposite!

In order to keep up with changes, many companies hastily launched some projects, only to fail miserably.

At the same time, companies with part-time directors who stuck to their guns have achieved great success.

Be far-sighted

have courage

Be objective

be simple

Be keen

be patient

To have a global perspective, all I need is a national perspective.

Have an external guide

Don't want anything