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Duality – every market eventually becomes a two-horse race.The ladder – your strategy depends on which run you sit on the ladder.Exclusivity – companies cannot own the same word in a prospect’s mind.Focus – own a word in a prospect’s mind.Perception – people don’t care about your product, they care what it does for them.The mind – it’s better to be first in the mind than the marketplace.
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The category – if you can’t be first in the category – set up a new category.Leadership – it’s better to be first than it is to be better.Basic Laws "There are laws of nature so why shouldn’t there be laws of marketing?" - The 22 Immutable Laws of Marketing, page xi