It's the mantra - stupid!

Most have heard the mantra used by James Carville when he was leading Bill Clinton's first Presidential campiagn ... "It's the economy, stupid!". 

Until I read Made To Stick  by the Heath brothers, I thought that the saying was a jab at the first President Bush.

Actually, it was a mantra for the Clinton campaign staff designed to keep the team laser focused on the issue that was most central to Clinton's success.

What's your mantra for your brand team? Maybe it needs to be ... "It's the product, stupid!"  

O.D.O.o.O.D.B.