1. 22 Getting a sense of humor does not mean putting
some jokes on the corporate web site. Rather, it
requires big values, a little humility, straight talk, and a
genuine point of view.
• Companies should talk straight with their
own point of view, and not others.

2. 23 Companies attempting to quot;positionquot; themselves
need to take a position. Optimally, it should relate to
something their market actually cares about.
• Companies should position where their
markets relate and care.

3. 24 Bombastic boasts—quot;We are positioned to become
the preeminent provider of XYZquot;—do not constitute a
position.
• Every company wants to be the best.

4. 25 Companies need to come down from their Ivory
Towers and talk to the people with whom they hope to
create relationships.
• Personally talking to clients is a big
advantage. It’ll show more quality and trust.

5. 26 Public Relations does not relate to the public.
Companies are deeply afraid of their markets.
• Companies are afraid of their competitors

6. 27 By speaking in language that is distant, uninviting,
arrogant, they build walls to keep markets at bay.
• When companies do not introduce
products, the others don’t care. They
remain calm in the bay.

7. 28 Most marketing programs are based on the fear that
the market might see what's really going on inside the
company.
• Knowing what is going inside is a company
is the formula of beating them.