The 22 Immutable Laws of Marketing
By: Al Ries and Jack Trout
HarperBusiness; First Paperback Edition edition (April 27, 1994)
If you sell, or ever want to sell anything, you should not skip this book. It should be a college text. Ries and Trout breakdown in digestible bites the ways in which marketing is done. Or maybe, should be done. This is nothing about products. This is about brands fighting over perception in the minds of customers. Because in the end, you see, customers do not buy the best products – they buy what speaks to them.
Two of my favorite quotes:
“The essence of marketing is narrowing the focus. You become stronger when you reduce the scope of your operations. You can’t stand for something if you chase after everything.”
“When things are going well, a company doesn’t need the hype. When you need the hype, it usually means you’re in trouble.”