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22 ImmutableLaws of

Marketing

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THE LAW OF LEADERSHIP

It is better to be first than

it is to be better.

Its much easier to getinto the mind rst thantry to convincesomeone that youhave a better product.

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THE LAW OF CATEGORY

#2

If you an!t be first in a

ate"ory# set u$ a ne%ate"ory you an be first

in.

Everyone is interested in

whats new. Few people areinterested in whats better.

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#3

THE LAW OF THE &I'D

It!s better to be first in the

(in) than to be first in the

(ar*et

Being first in mind is

everything. Being first in the

market is only important in that

it allows you to get into themind first.

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#

4

THE LAW OF PERCEPTIO'

&ar*etin" is not a batt+e

of $ro)uts# it!s a batt+eof $ere$tions

All that exists in the world of

marketing are perceptions inthe mind of the customer.

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#

5

THE LAW OF FOC,S

The (ost $o%erfu+ one$t

in (ar*etin" is o%nin" a

%or) in the $ros$et!s

(in)

You burn! your way into the

mind by narrowing the focus to

a single word or concept.

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#

6THE LAW OF E-CL,SIITY

T%o o($anies annot

o%n the sa(e %or) in the

$ros$ets (in)

"hen the competitor owns a

word or position in the

prospects mind# it is futile to

attempt to own the same word.

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7THE LAW OF THE LADDER

The strate"y to use

)e$en)s on %hih run"

you ou$y on the+a))er.

Each category has its own

ladder or hierarchy# and

where your product or

service is in this hierarchywill determine your strategic

options.

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#

8The La% of Dua+ity

In the +on" run# e/ery (ar*et

beo(es a t%o horse rae

$uality is explain as two different

sides which cannot exists one

without other. Both sides arealways in a perfect e%uilibrium.

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9The La% of the O$$osite

If you!re shootin" for seon)

$+ae# your strate"y is

)eter(ine) by the +ea)er.

&he key for '( is to leverage an

opponents strengths into a

weakness.

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0The La% of Di/ision

O/er ti(e# a ate"ory %i++

)i/i)e an) beo(e t%o or

(ore ate"ories.

&he division into new

categories basically caters to

different needs and wants ofthe prospect.

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#1

1The La% of Pers$eti/e

&ar*etin" effets

ta*e $+ae o/er an

e0ten)e) $erio) of

ti(e

$ont expect results to be

instantaneous. A successful

campaign can resonate for

years.

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#1

2The La% of Line E0tension

There!s an irresistib+e

$ressure to e0ten)

the e1uity of thebran)

A company tightly focused on a

profitable product may %uickly

find themselves thinly spreadover many products and losing

a lot of money.

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#1

3The La% of Sarifie

You ha/e to "i/e u$

so(ethin" in or)er

to "et so(ethin".

&here are three areas of sacrifice)

the product line# the target market

and constant change. *f you want to

be successful# you have to reduceyour product line# not expand it.

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#1

4The La% of Attributes

For e/ery attribute# there is

an o$$osite# effeti/e#

attribute.

+ule ', dictates you must find

an attribute to own and that

attribute may -ust be the

opposite of the leader.

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#1

5The La% of Can)or

When you a)(it a

ne"ati/e# the

$ros$et %i++ "i/eyou a $ositi/e.

"hen a business practices candor it

gives the prospect a feeling of

honesty and trust. "ith trust cometrust and building trust with your

prospects is very important.

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#1

6The La% of Sin"u+arity

In eah situation# on+y

one (o/e %i++ $ro)ue

substantia+ resu+ts.

istory teaches that the only thing

that works in marketing is a

committed# single bold stroke that is

least expected by the competition.

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#1

7The La% of ,n$re)itabi+ity

,n+ess you %rite your

o($etitor!s $+ans# you

an!t $re)it the future.

You can not predict the future

but you can get a handle on

trends and take advantage of

change.

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8The La% of Suess

Suess often +ea)s to

arro"ane an)arro"ane to fai+ure.

&hose that think they are market

leaders tend to substitute what

they think for what the marketwants.

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#1

9The La% of Fai+ure

Fai+ure is to be e0$ete)

an) ae$te).

+ecogni/e failure early and cut your

losses. 0ometimes it is better to drop

things and move on rather than 1reorgand try again.

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#2

0The La% of Hy$e

The situation is often

the o$$osite of the %ay

it a$$ears in the $ress.

"hen things are going well#

you do not need hype. "hen

you need hype# it usuallymeans you are in trouble.

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#2

1The La% of Ae+eration

Suessfu+ $ro"ra(s are

not bui+t on fa)s# they!rebui+t on tren)s.

A fad is a wave in the ocean#

a trend is the tide. A fad getsa lot of hype while a trend

gets very little.

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#2

2The La% of Resoures

Without a)e1uate

fun)in"# an i)ea %on!t"et off the "roun).

&he unfortunate reality is that

youll get further with a

mediocre idea and a million

dollars than with a great idea

alone.