Billed as essential reading for any marketer, The 22 Immutable Laws of Marketing by Al Ries and Jack Trout is a quick read. It has quite a bit more substance than the Buzzfeed-esque listicle tone the title evokes now. While it’s over a decade old, the principles still hold true, though some feel like they could use refresh. Especially given the fact that the internet has created more room for innovation and successful companies to carve out a niche.
Which, in a way, this book successfully predicted. Law number 1 is if you’re not first, you’ve got quite a bit of work to do. If possible, you should always strive to create your own category. Instead of computers, go for laptops. Instead of laptops, go for netbooks, etc. etc. What this book may have predicted is how many people have become hyper-successful at carving out niches on the internet.
Several of the examples are dated, but most are still relevant today. For the everyday marketer at a big company, it may be a challenge to make some of the advice in this book actionable, given how slowly many large organizations change. But entrepreneurs and those with more power in massive organizations will likely find lots to sink their teeth into and apply right to their everyday careers.