They say if you want to be the leader in a product category, then you don’t need to have the best product, you just have to be there first. In this book, Al Ries and Jack Trout prove this is a myth. Most businesses believe they can overthrow the leader in their market simply by making a superior product to what is already out there. It’s the myth of the better product.Įveryone, from the smallest local cafe owner to the biggest corporate CEO, believes they can win by creating a better product. There’s a myth that almost all business owners believe in. It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first. It’s the law of leadership: It’s better to be first than it is to be better. The basic issue in marketing is creating a category you can be first in. The leading brand in any category is usually who “got there first” So let’s learn some of the best lessons from this great marketing book, beginning with:ġ. If you can market yourself, your product or your business more effectively, then you’ll make more revenue. Whatever you want to do, marketing will be critical. Maybe you have dreams of launching a startup or e-commerce store. Maybe you want to market yourself as a coach, consultant, writer or freelancer. And in this modern digital world, how can your message rise above the noise? This book shows how. Online, on the radio, beside the highway. It’s no secret our world is more noisy than ever before. This includes the idea of positioning, which means occupying a clear space in the mind of your customers.
Many of their ideas are now taught in business schools around the world. In this classic book The 22 Immutable Laws of Marketing, they share the best wisdom they’ve gained from their decades of experience advising companies like AT&T, Apple, Pfizer, Papa John’s and more. Al Ries and Jack Trout have been leading marketing experts for over 30 years.
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