This document discusses communication and the human mind. It notes that the mind rejects information that doesn't "compute" due to the high volume of information. One objective of advertising is to heighten expectations. The mind is an inadequate container for all the information in today's overcommunicated society. Ranking people, objectives, and brands allows for organization but can be difficult to move up the ladder in people's minds. It's often better in advertising to position what a product is not rather than what it is. Finding the concept inside the prospect's mind is more important than inside the product or yourself. To be successful, you can't ignore a competitor's position or your own.