2. The Law of Contraction
A brand becomes stronger when you narrow its focus. By narrowing the
focus to a single category, a brand can achieve extraordinary success.
Starbucks, Subway and Dominos Pizza became category killers when they
narrowed their focus.
•To build a personal brand, you must build expertise in a specific field i.e.
one industry or function
•Identify that one category you’d like to be known for and work towards it
with single-minded focus.