The 22 Immutable Laws of Marketing

By Al Ries, Jack Trout

Categories: Business & Money

Marketing strategists Al Ries and Jack Trout set out 22 rules they believe no marketer can break without paying the price. The first, the Law of Leadership, says it's better to be first than to be better, because the first brand into customers' minds tends to stay on top. Drawing on examples from famous brands, they argue that marketing is a battle of perceptions, not products. Short, blunt, and full of cases, the book is a classic of marketing strategy.

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• Tristan Harris
• Tim Ferriss
• Chase Jarvis
• Brian Armstrong: “Most brands try to do and be too much, but the customer can only remember you for one thing. Each brand should do one thing, and be the best in that category.”
• Ryan Holiday
• Shane Parrish: “A book from the 1990s that’s still in print today, in part because it’s still relevant with a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace”