This document summarizes 22 immutable laws of marketing as described by marketing gurus Al Ries and Jack Trout in their work written almost 20 years ago. It provides an overview of each law with a short 1-2 sentence description. The laws cover fundamental marketing concepts like the importance of leadership, categorization, perception, focus, exclusivity, differentiation based on market position, and inevitability of market changes over time. The document serves as a high-level introduction to these influential marketing principles.

1. 22 Immutable
Laws of Marketing

2. My favorite Marketing
gurus, Al Ries and
Jack Trout.
Written almost 20
years ago, provide a
solid understanding of
how to succeed in the
marketplace

3. The 22 Immutable Laws of
Marketing
12. The law of line extension
1. The law of the leadership
13. The law of Sacrifice
2. The law of the category
14. The law of Attributes
3. The law of the mind
15. The law of Candor
4. The law of Perceptions
16. The law of singularity
5. The law of focus
17. The law of
6. The law of Exclusivity
Unpredictability
7. The law of the Ladder
18. The law of Success
8. The law of Duality
19. The law of Failure
9. The law of the opposite
20. The law of Hype
10. The law of division
21. The law of Acceleration
11. The law of perspective
22. The law of Resources

5. The Law of Leadership
It is better to be first than
it is to be better.

7. The Law of Category
If you can’t be first in a
category, set up a new
category you can be first in.

8. 1.First Arab 1st International
President
2.First Lady District 79 Governor

10. The Law of the Mind
It’s better to be first in the mind
than to be first in the market

11. The Law of Perception
Marketing is not a battle of
products, it’s a battle of perceptions

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

14. The Law of Exclusivity
Two companies cannot
own the same word in the
prospects mind

16. The Law of the Ladder
The strategy to use depends
on which rung you occupy on
the ladder.

18. The Law of Duality
In the long run, every market
becomes a two horse race

20. The Law of the Opposite
If you’re shooting for second
place, your strategy is
determined by the leader.

21. The Law of Division
Over time, a category
will divide and
become two or more
categories.

22. Q & A
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