Al Ries and Jack TroutÂ
Law 1
The Law of Leadership
It’s better be first than it is to be better
Law 2
The Law of the Category
If you can’t be first in a category, set up a new category that you can be first in.
Law 3
The Law of the Mind
It’s better to be first in the mind than to be first in the marketplace.
Law 4
The Law of Perception
Marketing is not a battle of products, it’s a battle of perceptions.
Law 5
The Law of Focus
The most powerful concept in marketing is owning a word in the prospect’s mind.
Law 6
The Law of Exclusivity
Two companies cannot own the same word in the prospect’s mind.
Law 7
The Law of the Ladder
The strategy you use depends on which rung you occupy on the ladder.
Law 8
The Law of Duality
In the long run, every market becomes a two-horse race.
Law 9
The Law of the Opposite
If you’re shooting for second place, your strategy is determined by the ladder.
Law 10
The Law of Division
Over time, a category will divide and become two or more categories.
Law 11
The Law of Perspective
Marketing effects take place over an extended period of time.
Law 12
The Law of Line Extension
There’s an irresistible pressure to extend the equity of the brand.
Law 13
The Law of Sacrifice
You have to give up something in order to get something.
Law 14
The Law of Attributes
For every attribute, there is an opposite, effective attribute.
Law 15
The Law of Candor
When you admit a negative, the prospect will give you a positive.
Law 16
The Law of Singularity
In each situation, only one move will produce substantial results.
Law 17
The Law of Unpredictability
You can’t predict the future.
Law 18
The Law of Success
Success often leads to arrogance, and arrogance leads to failure.
Law 19
The Law of Failure
Failure is to be expected and accepted.
Law 20
The Law of Hype
A company’s financial situation is often the opposite of the way it appears in the press.
Law 21
The Law of Acceleration
Successful programs are not built on fads, they’re built on trends.
Law 22
The Law of Resources
Without adequate funding, an idea won’t get off the ground.