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The 22 Immutable Laws of Marketing (Requested) - Jack Ries and Jack Trout

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As Al Ries and Jack Trout - the world-renowned marketing consultants and best-selling authors of Positioning - note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn’t there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of 22 innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.

01. Leadership – it’s better to be first than it is to be better.
02. The category – if you can’t be first in the category – set up a new category.
03. The mind – it’s better to be first in the mind than the marketplace.
04. Perception – people don’t care about your product, they care what it does for them.
05. Focus – own a word in a prospect’s mind.
06. Exclusivity – companies cannot own the same word in a prospect’s mind.
07. The ladder – your strategy depends on which run you sit on the ladder.
08. Duality – every market eventually becomes a two-horse race.
09. The Opposite – if shooting for second place, your strategy is determined by the leader – don’t try to be better, be different.
10. Divisions – over time a category will divide and become two or more categories.
11. Perspective – marketing effects take place over an extended period of time.
12. Line extensions – when you try to be all things to all people, you inevitably wind up in trouble.
13. Sacrifice – you have to give up something in order to get something.
14. Attributes – for every attribute there is an opposite, effective attribute.
15. Candor – when you admit a negative, the prospect will give you a positive.
16. Singularity – in each situation, only one move will give you the result.
17. Unpredictability – you can’t predict the future.
18. Success – can lead to arrogance which leads to failure.
19. Failure – to be expected and accepted.
20. Hype – situation is often the opposite of the way it appears in the press.
21. Acceleration – successful programs aren’t built on fads. They’re built on trends.
22. Resources – without adequate funding, an idea won’t get off the ground.

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Creation Date: Wed, 01 May 2019 18:27:27 +0100
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