The 22 Immutable Laws of Marketing

Al Ries, Jack Trout

Key Facts and Insights

  • Law of Leadership: Being first in a market is more beneficial than having a better product.
  • Law of Category: If you can't be first in your segment, create a new segment where you can be the first.
  • Law of Perception: Marketing is not about products, but about perception in the consumer's mind.
  • Law of Focus: It's crucial to concentrate on one word or phrase in the consumer’s mind.
  • Law of Duality: In the long run, every market will become a two-horse race.
  • Law of the Opposite: If you're aiming for second place, your strategy is...

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Jakub Jehlik
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Jakub Jehlik CZ

Consultant, Self employed