“Your time is limited, so don’t waste it living someone else’s life. Don't be trapped by dogma - which is living with the results of other people’s thinking. Don’t let the noise of other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.” Steve Jobs
Be positive about your product or service and why it is the best, not why someone else is not as good as yours.
It allows you to be creative and free in your thinking. You always need to stretch the boundaries, however in some forms of marketing you can get so much data back to work with. I love how with some forms of marketing you can forecast and with others it is all about what you believe and how you can put the message across.