Are one or more of your products just not breaking out? Would you like to create an edge for a new product? “The 22 Immutable Laws of Marketing” by Al Ries and Jack Trout may be able to help you. They offer real-world examples (albeit old: this book was published in 1993) that you may not find in marketing textbooks.
In this video I review three of their principles (laws). In my mind, Laws 1 and 2 are nearly indistinguishable, but Ries and Trout treat them separately.
1. Law #1: Law of Leadership. “The basic issue in marketing is creating a category you can be first in. [See Law #2.] It’s the law of leadership: It’s better to be first than it is to be better.”