1: The Law of Leadership: It’s better to be first than it is to be better.

2: The Law of Category: If you can’t be first in a category, setup a new category you can be first in.

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

4: The Law of Perception: Marketing is not a battle of products; it’s a battle of perceptions.

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

6: The Law of Exclusivity: Two companies cannot own the same word in the prospect’s mind.

7: The Law of Ladder: The strategy to use dependent on which rung you occupy on the ladder.

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

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

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

11: The Law of Perspective: Marketing effects take place over an extended period of time.

12: The Law of Line Extension: There’s an irresistible pressure to extend the equity of the brand.

13: The Law of Sacrifice: You have to give up something in order to get something.

14: The Law of Attributes: For every attribute, there is an opposite, effective attribute.

15: The Law of Candor: When you admit a negative, the prospect will give you a positive.

16: The Law of Singularity: In each situation, only one move will produce substantial results.

17: The Law of Unpredictability: Unless you write your competitors’ plans, you can’t predict the future.

18: The Law of Success: Success often leads to arrogance, and arrogance to failure.

19: The Law of Failure: Failure is to be expected and accepted.

20: The Law of Hype: The situation is often the opposite of the way it appears in the press.

21: The Law of Acceleration: Successful programs are not built on fads, they’re built on trends.

22: The Law of Resources: Without adequate funding an idea won’t get off the ground.