To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
We are all basically the same human beings, who seek happiness and try to avoid suffering. Everybody is my peer group. Your feeling "I am of no value" is wrong. Absolutely wrong.
It is felt that a disciplined mind leads to happiness and an undisciplined mind leads to suffering, and in fact it is said that bringing about discipline within one's mind is the essence of the Buddha's teaching.
I learned ... that one can never go back, that one should not ever try to go back - that the essence of life is going forward. Life is really a one way street, isn't it?
The essence and foundation of House of Commons debating is formal conversation. The set speech, the harangue addressed to constituents, or to the wider public out of doors, has never succeeded much in our small wisely-built chamber. To do any good you have got to get down to grips with the subject and in human touch with the audience.
Choice is the essence of ethics: if there were no choice there would be no ethics, no good, no evil; good and evil have meaning only insofar as man is free to choose.