The 22 Immutable Laws of Marketing
by Al Ries & Jack Trout
Key Concepts
Law of Leadership
It is better to be first in a category than to be better.
Law of Perception
Marketing is a battle of perceptions, not products.
Law of Focus
The most powerful concept in marketing is owning a word in the prospect's mind.
Law of Category
If you can't be first in a category, set up a new category you can be first in.
Law of Duality
In the long run, every market becomes a two-horse race.
Action Items
Strive to be the first brand in a new or emerging product category.
Identify and relentlessly own a single, simple word or concept in your target audience's mind.
Prioritize shaping consumer perception over merely improving product features.
Be willing to narrow your product line, target market, or services to achieve market leadership.
Understand that marketing is a long-term battle for mental real estate, not just short-term sales.
Core Thesis
Marketing success is dictated by adherence to immutable, counterintuitive laws that govern how brands are perceived in the consumer's mind.
Mindset Shift
Marketing is fundamentally about understanding and manipulating perception in the consumer's mind, not about product features or quality.