The 22 Immutable Laws of Marketing

Three of the ideas you’ll keep

The Clif summary of The 22 Immutable Laws of Marketing pulls out 7 insights. Here are the first three.

1. Be first, not better: the first brand to enter a customer's mind almost always wins, so race to be the leader of a category rather than the best player in someone else's.
2. If you can't be first, invent a new category you CAN be first in, then market the category as much as the product (Dell sold computers by phone; Miller Lite created 'light beer').
3. Own one word in the prospect's mind. Volvo owns 'safety,' FedEx owned 'overnight,' Crest owned 'cavities' - a brand that stands for everything stands for nothing.

The other 4 — and the full 11-minute summary — are in the app.

What’s inside: 10 chapters

The whole summary runs about 11 minutes, read or listened to.

1. Be First, Not Better: Leadership, Category, and the Mind
2. Perception Beats Product
3. Own a Word: Focus and Exclusivity
4. Know Your Rung: The Ladder, Duality, and the Opposite
5. Markets Divide, and Marketing Takes Time
6. The Most Expensive Mistake: Line Extension and Sacrifice
7. Differentiate by Opposition and Honesty: Attributes and Candor
8. One Bold Move and the Limits of Prediction: Singularity and Unpredictability
9. Success, Failure, and the Dangers of Ego
10. Hype, Trends vs. Fads, and the Need for Resources