| "[This book is] dedicated to the elimination of myths and misconceptions from the marketing process." — Al Ries & Jack Trout, The 22 Immutable Laws of Marketing |
Don't let the 1993, cringy cover fool you. 22 is 100, still. Loads of Silicon Valley entrepreneurs like Tim Ferriss and always-in-their-pajamas-entrepreneurs like Dead Beat Dan shout this book out in 2018 for its timeless, straight-forward, example-rich yet super-concise lessons. "More money is wasted," Ries and Trout write, "in marketing than in any other human activity (outside of governments, of course." These lessons are expensive! Take note!
#1: The Law of Leadership — It's better to be first than it is to be better.
Can you name the second person to ever successfully fly across the Atlantic? Probably not, even though he was a better pilot, reached the other side faster, and consumed less fuel. How about the first pilot to ever fly across the Atlantic? Charles Lindbergh, duh. Everyone knows that.
#2: The Law of the Category — If you can't be first in a category, set up a new category you can be first in.
Amelia Earhart was the third person to ever fly across the Atlantic. But she's gone down in history as the first woman to ever do it. People seem to have a more open mind when it comes to categories than brands. 'Me too!' and 'I'm better!' doesn't fly with them as much as 'I'm new. I'm different.'
Leave the aviation world aside. How about a business example, not a personal brand one. Well, Miller Lite was the first domestic light beer in the US of A. It took five years for Anheiser Busch, the parent company, to introduce Amstel Light, the first imported light beer to American markets. It became the largest selling of its category. Part of the reason it took five years though was because it had worked to introduce Carlsberg, a second imported beer to combat the first imported, Heineken, disobeying Law #1 and paying for it. Case in point, if you can't lead a parade, start a new one to lead.
Lastly, my favorite, #7 The Law of the Ladder — The strategy to use depends on which rung you occupy on the ladder.
Each category has a hierarchy or ladder in a person's mind. Ries and Trout cite the care rental category. Hertz got into the minds first and earned the top rung. Avis got in second, National third. Hence the slogan, 'Avis is only No. 2 in rent-a-cars. So why go with us? We try harder.' "In general," Ries and Trout write, "a mind accepts only new data that is consistent with its category ladder. Everything else is ignored." Avis leans in to owning their second position, with candor that makes their promise for quality that much more compelling. They're competing. At least, until Uber swoops in ala Law #2! ;)
I highly recommend picking up a copy of 22 and exploring the other 18 laws. This book is the perfect short-afternoon-sized read. I've opened it back up at least once a year since 2012 thanks to Tim Ferriss' recommendation in The Four Hour Work Week. It continues to refine my digital marketing eye. [JG]
#1: The Law of Leadership — It's better to be first than it is to be better.
Can you name the second person to ever successfully fly across the Atlantic? Probably not, even though he was a better pilot, reached the other side faster, and consumed less fuel. How about the first pilot to ever fly across the Atlantic? Charles Lindbergh, duh. Everyone knows that.
#2: The Law of the Category — If you can't be first in a category, set up a new category you can be first in.
Amelia Earhart was the third person to ever fly across the Atlantic. But she's gone down in history as the first woman to ever do it. People seem to have a more open mind when it comes to categories than brands. 'Me too!' and 'I'm better!' doesn't fly with them as much as 'I'm new. I'm different.'
Leave the aviation world aside. How about a business example, not a personal brand one. Well, Miller Lite was the first domestic light beer in the US of A. It took five years for Anheiser Busch, the parent company, to introduce Amstel Light, the first imported light beer to American markets. It became the largest selling of its category. Part of the reason it took five years though was because it had worked to introduce Carlsberg, a second imported beer to combat the first imported, Heineken, disobeying Law #1 and paying for it. Case in point, if you can't lead a parade, start a new one to lead.
Lastly, my favorite, #7 The Law of the Ladder — The strategy to use depends on which rung you occupy on the ladder.
Each category has a hierarchy or ladder in a person's mind. Ries and Trout cite the care rental category. Hertz got into the minds first and earned the top rung. Avis got in second, National third. Hence the slogan, 'Avis is only No. 2 in rent-a-cars. So why go with us? We try harder.' "In general," Ries and Trout write, "a mind accepts only new data that is consistent with its category ladder. Everything else is ignored." Avis leans in to owning their second position, with candor that makes their promise for quality that much more compelling. They're competing. At least, until Uber swoops in ala Law #2! ;)
I highly recommend picking up a copy of 22 and exploring the other 18 laws. This book is the perfect short-afternoon-sized read. I've opened it back up at least once a year since 2012 thanks to Tim Ferriss' recommendation in The Four Hour Work Week. It continues to refine my digital marketing eye. [JG]
WHO ARE AL RIES
& JACK TROUT?
| They're two of the best-known marketing strategists and authors of bestseller, Positioning, The 22 Immutable Laws of Branding, and others. You can follow more of their work here. |
QUOTES I LOVED
5. "Failure to forecast competitive reaction is a major reason for marketing failures."
(See: Law #17 — The Law of Unpredictability)
4. "Mr. Trump's strategy was to put his name on everything committing the cardinal sin of line extension. (Denial seems to go hand in hand with a big ego. When we first met The Donald, his opening remarks were about how people accuse him of having a big ego. All the while it was hard to avoid noticing a three-foot high brass "T" sitting on the floor next to his desk. So much for the sermon."
(See: Law #18 — The Law of Success)
3. "...For the most part, hype is hype. Real revolutions don't arrive at high noon with marching bands and coverage on the 6:00 p.m. news. Real revolutions arrive unannounced in the middle of the night and kind of sneaky up on you."
(See: Law #20 — The Law of Hype)
2. "You've tasted the most popular German beer in America. Now taste the most popular German beer in Germany." — Beck's, out-positioning Heineken and Lowenbrau as the most popular.
(See: Law #9 — The Law of Opposites)
1. "The customer believes that marketing is a battle of products. It's this king of thinking that keeps two brands on top: they must be the best, they're the leaders."
(See: Law #8 — The Law of Duality)
(See: Law #17 — The Law of Unpredictability)
4. "Mr. Trump's strategy was to put his name on everything committing the cardinal sin of line extension. (Denial seems to go hand in hand with a big ego. When we first met The Donald, his opening remarks were about how people accuse him of having a big ego. All the while it was hard to avoid noticing a three-foot high brass "T" sitting on the floor next to his desk. So much for the sermon."
(See: Law #18 — The Law of Success)
3. "...For the most part, hype is hype. Real revolutions don't arrive at high noon with marching bands and coverage on the 6:00 p.m. news. Real revolutions arrive unannounced in the middle of the night and kind of sneaky up on you."
(See: Law #20 — The Law of Hype)
2. "You've tasted the most popular German beer in America. Now taste the most popular German beer in Germany." — Beck's, out-positioning Heineken and Lowenbrau as the most popular.
(See: Law #9 — The Law of Opposites)
1. "The customer believes that marketing is a battle of products. It's this king of thinking that keeps two brands on top: they must be the best, they're the leaders."
(See: Law #8 — The Law of Duality)
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