Marketing is not a battle of products, its a battle of perceptions.

Its about how your product is perceived in the eyes of your prospective consumer.

For every attribute, there is an opposite effective attribute.

There lives duality in every step of the way.

Success often leads to arrogance, & arrogance to failure.

Keep a level head & conquer your will to overlook the steps required to remain successful once you've become successful.

There is an irresistible pressure to extend the equity of the brand.

The urge to extend the brand into more than it is always lurks below the surface. There is a time & place.

When you admit a negative, the prospect will give you a positive.

These are expected, overturn these with more conclusions highlighting your statement with a sense of finality with a conclusion as a means.

If you're shooting for second place, your strategy is determined by the leader.

Those leading the market, determine the market.

It is better to be first than it is to be better.

Being first puts you at the forefront of the mind of potential consumers, your brand becomes asynchronous with being before others

If you can't be first in a category, set up a new category you can be first in.

This ties back in to law #1, become first in your prospect's mind

The most powerful concept in marketing is owning a word in the prospect's mind.

Own the word & your product or service becomes asynchronous to it.

Over time, a category will divide & become two or more categories.

Sub categories develop to appeal to diversity.

Marketing effects take place over an extended period of time.

A shift will happen gradually, you must alter the perspective of prospects.

In each situation, only one move will produce substantial results.

One strategy, one move, one attempt could change everything.

Successful programs are not built on fads, they're built on trends.

Trends are like waves, catch them at the right time & you can catapult yourself to success.

You have to give up something in order to get something.

Sacrifice is required to gain what you desire next. This is a general rule of thumb.

In the long run, every market becomes a two-horse race.

Competition may start off hot, but as time progress, only two will stand.

Two companies cannot own the same word in the prospect's mind.

You will always think of one before the other.

The strategy to use depends on which rung you occupy on the ladder.

Being on the bottom of the ladder means you can't use the strategy of those at the top of the ladder.

Unless you write your competitor's plans, you can't predict the future.

Prepare for it, so you don't have to get prepared for it.

A situation is often the opposite of the way it appears in the press.

The news paints narratives for whatever agenda it has, use discernment.

Failure is to be expected & accepted.

Fail faster, learn, & keep growing.