The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two

How should it approach the law of resources? The answer is simple: Spend enough. In war, the military always errs on the high side. Do you know how many rations were left after Operation Desert Storm? A lot. So it is in marketing. You can’t save your way to success.

First get the idea, then go get the money to exploit it.

Some entrepreneurs see corporate America as ready, willing, and financially able to get their offspring off the ground. Good luck, you’ll need it. Very few outside ideas are ever accepted by large companies. Your only real hope is finding a smaller company and persuading it of the merits of your idea.

Publicity isn’t free. Rule of thumb: 5-10-20. A small public relations agency will want $5,000 a month to promote your product; a medium-size agency, $10,000 a month; and a big-time agency, $20,000 a month.

Steve Jobs and Steve Wozniak had a great idea. But it was Mike Markkula’s $91,000 that put Apple Computer on the map.

You’ll get further with a mediocre idea and a million dollars than with a great idea alone.

Marketing is a game fought in the mind of the prospect. You need money to get into a mind. And you need money to stay in the mind once you get there.

One way to maintain a long-term demand for your product is to never totally satisfy the demand.

The most successful entertainers are the ones who control their appearances. They don’t overextend themselves. They’re not all over the place. They don’t wear out their welcome.