Schwartz is perhaps most famous for his recorded speech, often titled The 5 Stages of Consciousness (or the "100 Million Dollar" speech). In this lecture, he breaks down the market into five levels of awareness:
While the standard book teaches you to fit into existing awareness, the 11th chapter allegedly teaches you to pre-empt your competitor’s positioning entirely. Schwartz reportedly gives a step-by-step guide on how to change the rules of a market so that your competitor’s product becomes obsolete before the customer even compares prices. Eugene Schwartz Breakthrough Advertising Pdf 11