THE LAWOFIf you’re shooting for 2ndplace,then your strategy is determined by the leader.OPPOSITE #9 In the end, every market becomes a two horse race.THE LAWOFDUALITY #8 THE LAWOF The strategy to use depends of which rung of the ladder your on.LADDER#7 THE LAWOFEXCLUSIVITY#6Two companies cannot own the same word in the prospects mind. THE LAWOF It’s not just owning ‘words’FOCUS#3 = Safety = Fast Food = ?THE LAWOF FOCUS#3 THE LAWOF FOCUS#3The most powerful concept in marketing is owning a WORD. It’s a battle of perception.THE LAWOFPERCEPTION#4 THE LAWOF MINDIf better to be first In the mind, than to be first in the marketplace#3 THE LAWOFCATEGORY#2Traditional Categories
Set up a new category to be first in.THE LAWOFCATEGORY#2 Who is the market leader in ‘essence of chicken’?THE LAWOFLEADERSHIP#1Source: Reader's Digest Gold Consumer Survey THE LAWOFLEADERSHIP#1It’s better to be first, than it is to be better The second use is a reminder of the importance of the perception of your service or product in the mind of your customer (and the consequent need to undertake qualitative research such as focus groups and depth interviews to better understand and define this perception). The 22 Laws should be used as a 'diagnostic check' of a company's market plan for a given product or service it is probably a useful exercise to cross-check your own plans against the 'laws‘, if only to ensure that all possible perspectives and issues have been considered.
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