Let’s Discuss The 22 Immutable Laws of Marketing (Ries & Trout 1994) - Idea Diary Ep.212

In Episode 212 of Idea Diary - Today, I ramble about Al Ries and Jack Trout’s book, “The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!“

Chapter 1: The Law of Leadership

Be First!

Chapter 2: The Law Of The Category

If you can’t be first, Make a new category to be First!

Chapter 3: The Law Of The Mind

Be first in the mind of the consumer!

Chapter 4: The Law of Perception

Brands can be different things to different people!

Chapter 5: The Law Of Focus

Own a word in their minds!

Chapter 6: The Law Of Exclusivity

Avoid using someone else’s word

Chapter 7: The Law Of The Ladder

Give a reason why it’s better to not be number one!

Chapter 8: The Law Of Duality

Every market becomes a horse race with two main sides trying to win!

Chapter 9: The Law Of The Opposite

Don’t be better, Be different!

Chapter 10: The Law Of Division

Categories will split into new categories, creating NEW leaders to be first!

Chapter 11: The Law Of Perspective

Marketing efforts take time. Train your customers to think about you in certain way!

Chapter 12: The Law Of Line Extension

There is irresistible pressure to expand your brand, but it can weaken it!

Chapter 13: The Law Of Sacrifice

Give up something to gain something like product lines, target market or constant change!

Chapter 14: The Law Of Attributes

For every selling point, there is an opposite effective selling point!

Chapter 15: The Law Of Candor

Admitting a negative prospect will give you a positive selling point!

Chapter 16: The Law Of Singularity

Only one move will give you substantial results!

Chapter 17: The Law Of Unpredictability

Flexibility is key, have long-term directions and assume change!

Chapter 18: The Law Of Success

Ego is the enemy of marketing, avoid bias, remain objective, and think like your customer!

Chapter 19: The Law Of Failure

Failure is expected, so calculate your risks!

Chapter 20: The Law Of Hype

Financial situations often are opposite of what is portrayed in the media!

Chapter 21: The Law Of Acceleration

Success is not built on fads, it is built on trends!

Chapter 22: The Law Of Resources

Adequate funding is necessary!

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