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"Be distinct...or extinct"

“Be distinct, or be extinct.” So stated Tom Peters, the management guru who co-wrote In Search of Excellence and many other books. It conveys the same message as Jack Trout’s Differentiate Or Die.

The "die" part of Trout's warning doesn't refer to sudden, traumatic failure. It's more akin to death by a thousand cuts. If you think about it, you've probably already seen signs of it.

“Sell to the top dog!”

Make sure you're selling to those with the greatest stake in the business problem you solve. That's usually not the CEO.