1: The Law of Leadership:

It’s better to be first than it is to be better.

2: The law of category:

If you can’t be first in a category, setup a new category you can be first in.

3: The law of the mind:

It’s better to be first in the mind than to be first in the market place

4: The law of perception:

Marketing is not a battle of products; it’s a battle of perceptions.

5: The law of focus:

The most powerful concept in marketing is owning a word in the prospect’s mind.

6: The Law of Exclusivity:

Two companies cannot own the same word in the prospect’s mind.

7: The law of ladder:

The strategy to use dependent on which rung you occupy on the ladder.

8: The Law of Duality:

In the long run, every market becomes a two-horse race.

9: The Law of the opposite:

If you’re shooting for second place, your strategy is determined by the leader.

10: The Law of Division:

Over time, a category will divide and become two or more categories.

11: The Law of perspective:

Marketing effects take place over an extended period of time.

12: The Law of Line Extension:

There’s an irresistible pressure to extend the equity of the brand.

13: The Law of sacrifice:

You have to give up something in order to get something.

14: The Law of Attributes:

For every attribute, there is an opposite, effective attribute.

15: The Law of candor:

When you admit a negative, the prospect will give you a positive.

16: The Law of singularity:

In each situation, only one move will produce substantial results.

17: The Law of unpredictability:

Unless you write your competitors’ plans, you can’t predict the future.

18: The Law of success:

Success often leads to arrogance, and arrogance to failure.

19: The Law of failure:

Failure is to be expected and accepted.

20: The Law of hype:

The situation is often the opposite of the way it appears in the press.

21: The Law of acceleration:

Successful programs are not built on fads, they’re built on trends.

22: The Law of Resources:

Without adequate funding an idea won’t get off the ground.