The 22 Immutable Laws of Marketing
By Al Ries and Jack Trout

Summary: 1) The Law of Leadership: It is better to be first than be better 2) The Law of the Category: If you can’t be the first in a category, set up a new category that you can be first in 3) The Law of the Mind: It’s better to be first in the mind than to be first in the marketplace 4) The Law of Perception: marketing is not a battle of products, it’s a battle of perceptions 5) The Law of Focus: The most powerful concept in marketing is owning a word in the prospect’s mind 6) The Law of Exclusivity: Two companies cannot own the same word in the prospect’s mind 7) The Law of the Ladder: The strategy to use depends on which rung you occupy on the ladder 8) The Law of Duality: In the long run, every market becomes a two horse race 9) The Law of the Opposite: If you’re shooting for second place, your strategy is determined by the leader 10) The Law of Division: Over time, a category will divide and become two or more categories 11) The Law of Perspective : Marketing effects take place over an extended period of time 12) The Law of Line Extension: There’s an irresistible pressure to extend the equity of the brand 13) The Law of Sacrifice : You have to give up something in order to get something 14) The Law of Attributes :For every attribute ther is an opposite, effective attribute 15) The Law of Candor : When you admit a negative, the prospect will give you a positive 16) The Law of Singularity :In each situation, only one move will produce substantial results 17) The Law of Unpredictability : Unless you write your competitor’s plans, you can’t predict the future 18) The Law of Success : Success often leads to arrogance, and arrogance to failure 19) The Law of Failure : Failure is to be expected and accepted 20) The