Key Concepts: The 22 Immutable Laws of Marketing

The 22 Immutable Laws of Marketing

John Nieuwenburg

John Nieuwenburg has been a professional business coach since 2004. Prior to becoming a coach, he held executive positions with Tip Top Tailors and BC Liquor Stores. In 2019, MacKay CEO Forums awarded him with Canada’s CEO Trusted Advisor Award in the Small Business category. Since becoming a coach, John has worked with over 350 clients, taking them through a systematic process that helps them feel organized, confident and in control of their businesses.

By: Al Ries & Jack Trout

  1. The Law of Leadership – better to be first than better
  2. The Law of Category – if you can’t be first set up a new category to be first in
  3. The Law of the Mind – better to be first in the mind that in the marketplace
  4. The Law of Perception – Marketing is not a battle of products it is a battle of perception
  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 the Ladder – The strategy to use depends 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 are shooting for second place, you 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 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 are build on trends
  22. The Law of resources – Without adequate funding an idea won’t get off the ground



Free E-Book: Five Steps to Freedom

book cover(1)

How to build a business that runs smoothly, profitably, and (mostly) without you

Feeling stressed out and overwhelmed with a business that is taking all your time - and not giving you enough in return?

Are you finding it challenging to hire the right team (and get them to do the right things)?

I wrote this little guide for you!

Enter your details below to receive your free copy!