The 22 Immutable Laws of Marketing

trumpet flourishes and the dancers

The basic issue in marketing is creating a category you can be first in. It’s the law of leadership: It’s better to be first than it is to be better. It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.

Billions of dollars have been wasted on marketing programs that couldn’t possibly work, no matter how clever or brilliant. Or how big the budgets.