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

Companies that live by the numbers, die by the numbers.

Marketing is too important to be turned over to an underling. If you delegate anything, you should delegate the chairmanship of the next fund-raising drive.

The first domestic light beer was Miller Lite. So what is the largest-selling light beer in America today? The one that tastes the best? Or the one that got into the mind first?

Change isn’t easy, but it’s the only way to cope with an unpredictable future.

Good short-term planning is coming up with that angle or word that differentiates your product or company. Then you set up a coherent long-term marketing direction that builds a program to maximize that idea or angle. It’s not a long-term plan, it’s a long-term direction. Tom Monaghan’s short-term angle at Domino’s Pizza was to come up with that “h

It might be better to be a small fish in a big pond than to be a big fish in a small pond. In other words, it’s sometimes better to be No. 3 on a big ladder than No. 1 on a small ladder.

If you think you need the best product to win a marketing battle, then it’s easy to believe you have the best product. All that’s required is a minor modification of your own perceptions.

There’s a difference between “predicting” the future and “taking a chance” on the future. Orville Redenbacher’s Gourmet Popping Corn took a chance that people would pay twice as much for a high-end popcorn.

There seems to be an almost religious belief that the wider net catches more customers, in spite of many examples to the contrary.