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Most marketers believe that anything is achievable if you are energetic, creative or determined enough. But laws of marketing follow laws of business, and if you violate them, you risk your marketing dollars. The conventional answer to all marketing questions is money, which is not true.

1. Law of Leadership ? it's better to be the first than it is to be better. People tend to stick with what they've got ? e.g. girlfriend and spouse.

2. Law of Category ? if you can't be first in a category, set up a new category you can be first in. Prospects are defensive when it comes to brands ? but they have open minds when it comes to categories because everyone is interested in what's new and not what's better.

Most marketers believe that anything is achievable if you are energetic, creative or determined enough. But laws of marketing follow laws of business, and if you violate them, you risk your marketing dollars. The conventional answer to all marketing questions is money, which is not true.

1. Law of Leadership ? it's better to be the first than it is to be better. People tend to stick with what they've got ? e.g. girlfriend and spouse.

2. Law of Category ? if you can't be first in a category, set up a new category you can be first in. Prospects are defensive when it comes to brands ? but they have open minds when it comes to categories because everyone is interested in what's new and not what's better.

3. Law of Mind ? it's better to be the first in the mind than to be the first in the marketplace. Being first in the marketplace is important only to the extend that it allows you to get in the mind first. Once a mind is made up, it rarely changes. If you want to make a big impression on another person, you have to blast your way into the mind.

4. Law of Perception ? marketing is not a battle of products but a battle of perceptions. All truth is relative. The only reality you can sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others. Marketing is a manipulation of perceptions. What makes the marketing battle more difficult is that buying decisions are based on second-hand perceptions ? the 'everybody knows' principle.

5. Law of Focus ? the most powerful concept in marketing is owning a word in the prospect's mind. You 'burn' your way into the mind by narrowing the focus to a single word or concept ? the ultimate marketing sacrifice. Eg IBM is computers.

6. Law of Opposite ? if you're shooting for second place,

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