We follow Law N☂ and create our own category. If you can’t be first in a category, set up a new category you can be first in. At its birth in 1998, Google had two competitors: Yahoo and Alta Vista, and is clearly not the first company in its category, that of the ‘Search Engine’. When you launch a product, it’s better to be first than it is to be better. It’s better to be first than it is to be better. Set up a project – associative, cultural, sports, corporate – by ignoring them, and you can be sure that the project will fail. Based on this strong premise, Al Ries and Jack Trout propose 22 marketing laws, which are inviolable laws, except to run to one’s own demise. But also because it tells a story about your values, who you are and the tribe you belong to. The great lesson of the 22 Laws of Marketing is that you never JUST buy a product, you also buy the idea that you have of it: if you buy a Nespresso coffee machine, chances are it is not just to make good coffee. Are there laws of marketing as there are laws of physics from which one cannot escape? This is the question asked by Al Ries and Jack Trout, marketing professionals and authors of the 22 Laws of Marketing. Welcome to this summary of the book: the 22 immutable laws of marketing. – Al Ries, The 22 Immutable Laws of Marketing. “The single most wasteful thing you can do in marketing is try to change a mind.” – Al Ries, The 22 Immutable Laws of Marketing “Marketing is a battle of perceptions, not products.” The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
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