Category: “If you can’t be first in a category, set up a new category you can be first in.” If it’s a 10x improvement, then it doesn’t matter who came first as much, which leads to the second law. However, I think this only holds true if the competitors are only incrementally improving on the solution that the leading company has come up with. I think this point is true, especially if “first” means the first to successfully solve and monetize a problem for consumers, like Yahoo. Leadership: “It’s better to be first than it is to be better.” This is only scratching the surface of the book, so I do still highly recommend buying or renting it if you’re trying to get better at marketing. They should first establish product-market fit with their messaging and branding with real data (not surveys or an analysis conducted by some consulting firm) before pouring a bunch of money into that marketing campaign.įor the rest of the post, I’m going to list out the 22 Immutable Laws and my thoughts on them. To me, coming from a tech startup background, this is reminiscent of the book, Lean Startup, which I think spells out the direction that modern marketers should take. You can pay to have millions of people get introduced to your product or advertisement, but it doesn’t mean that millions are going to buy it. It seems like companies spend millions on marketing from some agency or manager with a brilliant strategy, only to have it fall flat, because they don’t properly understand the minds of their consumers or target consumers. “Many managers assume that a well-designed, well-executed, well-financed marketing program will work. Unlike sales, which tends to compensate performers on a commission or revenue percentage basis, marketing agencies, departments, and consultants tend to be paid on a strict fee or salary basis, making it more severe financially if they should make a mistake on a particular marketing campaign.
I’ve come to learn that marketing and advertising, unlike sales, is frequently a bank balance drain for may young and established companies. If you’re thinking of reading this book, I’d love to hear from you in a comment below and learn more about the business you’re working for or looking to start up! This book nicely compliments my last review of the biography of Elon Musk, who is a daring and innovative entrepreneur.
So, this review is going to cover some of the more prominent points that got from reading this book and some of the criticisms I have. It was first published in 1993 and it’s still relevant today! I picked it up on the advice of a friend, and I have to say, even though it’s a slim book (132 pages), it packs a big impact.Īt the same time, I have to admit that some of the references and recommendations in the 22 Immutable Laws of Marketing are a little outdated.
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