22 Immutable Laws Flashcards
Law of Leadership states that…
It is better to be first than it is to be better
Law of Category states that…
If you can’t be first in a category, set up a new category you can be first in
Law of Focus states that…
The most powerful concept in marketing is owning a word in the prospects mind
Law of Attributes states that…
For every attribute, there is an opposite, effective attribute
Law of Candor states that..
When you admit a negative, the prospect will give you a positive
Law of the Ladder states that…
The strategy you use depends on which rung you occupy on the ladder
Law of Success states that…
Success often leads to arrogance and arrogance leads to failure
Law of Failure states that…
Failure is to be expected and accepted
Law of Acceleration states that…
Successful programs are not built on fads, they’re built on trends
Law of Resources states that…
Without adequate funding, an idea won’t get off the ground
Law of the Mind states that…
It is better to be first in the mind, than first in the marketplace
Law of Hype states that…
The situation is often the opposite of the way it appears in the press
The Law of Perceptions states…
Marketing is not a battle of products, it’s a battle of perceptions
The Law of Exclusivity states that…
Two companies cannot own the same word in the prospects mind
The Law of Duality states that…
In the long run, every market becomes a two-horse race
