At lunch this week I found myself recommending “The 22 Immutable Laws of Marketing” by Al Ries and Jack Trout to a client.

It was first published in 1993, and I first read it back in 2005 when it was recommended to me by serial entrepreneur and all round great guy Yin Chien Yeap, who founded Playko and currently works with RP1.

The book describes 22 deceptively simple rules, each of which is a foundational marketing principle. It’s a great primer to understand positioning, differentiation, and the importance of being first in your category.

As with all laws and rules they need applying intelligently to each context, but the principles remain valid after all this time, and I still find it helpful as evidenced by my recommendation 18 years after first reading it.

The 22 laws, in a nutshell

1. It’s better to be first than to be best
2. If you can’t be first in a category, create a new category
3. Be first in the minds of consumers
4. How customers perceive your product is what matters
5. Own a word or concept in the minds of consumers
6. Two companies can’t own the same word or concept
7. You must be on the top rung in your chosen category
8. Eventually every market becomes a two-horse race
9. Position yourself as the opposite of the market leader
10. Over time, markets divide into more specialisms
11. Marketing is a battle of perceptions, not products
12. Extending a brand beyond its core offering confuses consumers
13. Sacrifice is necessary for effective positioning
14. Focus on what sets your product or service apart from competitors
15. Be honest about your product’s strengths and weaknesses
16. In each situation, only one move will produce substantial results
17. You can’t predict the future. Be prepared.
18. Even when successful, stay humble and continue innovating.
19. Failure is not always a result of a bad product; it can also stem from poor marketing.
20. Excessive hype can lead to unrealistic expectations and disappointment
21. Nurture successful programs to maintain momentum.
22. Even the best marketing strategies can fail without adequate resources