The single most wasteful thing you can do in marketing is try to change a mind.
Once a mind is made up, it rarely, if ever, changes.If marketing is a battle of perception, not product, then the mind takes precedence over the marketplace. The law of the mind follows from the law of perception.Few people are interested in what’s better.ģ The Law of the Mind: It’s better to be first in the mind than it is to be first in the marketplace. But prospects have an open mind when it comes to categories. Everyone talks about why their brand is better. Prospects are on the defensive when it comes to brands. This is counter to classic marketing thinking, which is brand oriented: How do I get people to prefer my brand? Forget the brand.When you launch a new product, the first question to ask yourself is not “How is this new product better than the competition? “but “First what? “In other words, what category is this new product first in?.Marketing is a battle of perceptions, not products.Ģ The Law of the Category: If you can’t be first in a category, set up a new category you can be first in. Regardless of reality, people perceive the first product into the mind as superior. Unfortunately, benchmarking doesn’t work.If you’re introducing the first brand in a new category, you should always try to select a name that can work generically.The law of leadership applies to any product, any brand, any category.Some firsts are just bad ideas that will never go anywhere.Timing is an issue - your first could be too late. Not every first is going to become successful, however.It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first. It’s the law of leadership: It’s better to be first than it is to be better. The basic issue in marketing is creating a category you can be first in."20 The Law of Hype: The situation is often the opposite of the way it appears in the press." Detailed Notesġ The Law of Leadership: It’s better to be first than it is to be better. Furthermore, in any given situation there is only one move that will produce substantial results.” "History teaches that the only thing that works in marketing is the single, bold stroke. "15 The Law of Candor: When you admit a negative, the prospect will give you the positive." If you want to be successful today, you have to narrow the focus in order to build a position in the prospect’s mind.” "In the long run and in the presence of serious competition, line extensions almost never work.” "The single most wasteful thing you can do in marketing is try to change a mind.” Few people are interested in what’s better." "2 The Law of the Category: If you can’t be first in a category, set up a new category you can be first in."
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