The book says: in each situation, only one move will produce substantial results. People tend to think that success is the result of a lot of small efforts well executed, that working harder is a way to success. In marketing only thing that works is a single, bold stroke.

   

The book says: when you admit a negative, the prospect will give you a positive. Candor is disarming. It's ok to admit, as Avis did, that "Avis is only No. 2 in rent-a-cars".