My favorite quotes from “The 22 Immutable Laws of Marketing”

I recently finished reading The 22 Immutable Laws of Marketing by Al Ries & Jack Trout. Aside from the laws themselves, these quotes were note-worthy:

“The single most wasteful thing you can do in marketing is try to change a mind.” (Page 16)

“You can’t stand for something if you chase after everything.” (Page 31)

“You can’t narrow the focus with quality or any other idea that doesn’t have proponents for the opposite point of view.” (Page 32)

“In general, a mind accepts only new data that is consistent with its product ladder in that category. Everything else is ignored.” (Page 40)

“Marketing is often a battle for legitimacy. The first brand that captures the concept is often able to portray its competitors as illegitimate pretenders.” (Page 54). Summary of this chapter, paraphrased: There will be a “best” and a #2. If you can’t be #1, at least be #2.

“What keeps leaders from launching a different brand to cover a new category is the fear of what will happen to their existing brands.” (Page 61)

“Change isn’t easy, but it’s the only way to cope with an unpredictable future.” (Page 103)

“One way to maintain a long-term demand for your product is to never totally satisfy the demand.” (Page 123)

“Remember: An idea without money is worthless. Be prepared to give away a lot for the funding.” (Page 126)