One of my five favorite marketing lessons from Don Draper of AMC's Mad Men.
In one of my favorite scenes from Mad Men, Don Draper helps Lucky Strike differentiate itself from the competition.
"How are cigarettes made? " asks Draper.
The older gentleman responds that "we start with insect resistant seed, and we grow the tobacco in the North Carolina sunshine, then we cut it, cure it, toast it."
"There it is, "Draper says, writing on a blackboard. "It's toasted."
"Everybody's is toasted," the executive responds.
"No," says Draper. "Everybody else's is poison. Yours is toasted."