The 22 Immutable Laws of Marketing by Al Ries and Jack Trout is one of my favourite marketing books.
First published in 1994, this short book reminds us that principles are timeless and equally effective across generations.
I'm publishing my notes from the key chapters as a series of blog posts. If you would like a pdf of all notes together, email me and I'll send it to you.
18. The Law Of Success
Success often leads to arrogance, and arrogance to failure.
The brand got famous because you made the right marketing moves. You got into the mind first. You narrowed the focus. You preempted a powerful attribute.
19. The Law Of Failure
Failure is to be expected and accepted.
Too many companies try to fix things rather than drop things.
20. The Law Of Hype
The situation is often the opposite of the way it appears in the press.
When things are going well, a company doesn’t need the hype. When you need the hype, it usually means you’re in trouble.
21. The Law Of Acceleration
Successful programs are not built on fads, they’re built on trends.
The most successful entertainers are the ones who control their appearances. They don’t overextend themselves. They’re not all over the place. They don’t wear out their welcome.
22. The Law Of Resources
You need funding to get an idea off the ground. [Joe note: I don't necessarily agree with this. Funding, if used right, can certainly be a catalyst to accelerate business growth, but there are plenty of examples of companies that have been successful without funding. If the company is a proposition simplifier, such as Uber, funding is often essential to create market dominance before a competitor does]