The world marketing guru Al Ries, known as the "Father of Positioning", has a famous saying: "Marketing is not a battle of products, but a battle of cognition."

Some people say give consumers what they want, but that's not my way. Our responsibility is to figure out what they want in the future one step ahead. —— Steve Jobs

Don’t overpromise, but overdeliver. ——Michael Dell, founder of Dell Company

When I put on a piece of clothing, people in their 80s said it looked good, so I would definitely buy it! I came across a business opportunity. People in their 80s said it could be done, but I would never do it! I firmly believe in the 2/8 law in the world. Why are 80% poor and 20% rich in the world? Because people who are 20 years old do things that others cannot understand, and insist on the right choices that people who are 80 years old will not insist on. ——Li Ka-shing

When buying, you can use any language; but when selling, you must use the language of the buyer. ——Margaret Spellings

We make lipstick, but our advertising sells hope. ——Charles Revlon Founder of Revlon

The headline is the most important part of most print ads. It is the key to determine whether the reader reads the text. On average, the number of people who read the title is five times that of the people who read the text. In other words, the headline represents 80 dollars spent on an ad. ——David Ogilvy, founder of Ogilvy & Mather

People don’t buy things, they buy their expectations. ——Ted Levitt

Perennial price reduction promotions will cause consumers to lower their evaluation of the product. How can a product that is always on sale be coveted? ——"Confessions of an Advertising Man"

Advertising cannot create miracles for a product that people do not need or desire to own. However, a skilled advertiser can bring out the previously overlooked features of a product and arouse people's desire to own it. ——Leo Burnett