Bonus section: The comic absurdity of “Personal Branding”.Chapter 5: Positioning 1, Branding 0: Why positioning is the foundation of lead generation.
Expert Craftsman vs Strategic Advisor: why either one (or a blend of both) is a desirable outcome of good positioning. Chapter 4: Nothing to See here: If you’re not going to specialize, there’s no point in reading this book. Part 2: Positioning Your Complex Services Firm. Chapter 3: The immense benefits of learning elegant digital lead generation. The Law of the Category: If you aren’t the first in a category, create a new category you can be first in. The Law of Leadership: It’s better to be first to market, than to wait for a better product. BTW, what’s in a word: lead generation vs. Here are the 22 laws of marketing in a nutshell: 1. Chapter 2: How do you know if you need a lead generation strategy?. Chapter 1: Who are you? What is a “ complex services firm“? A short history of your business and its ecosystem. Part 1: Introduction – who is this book for?. Foreward, by Al Ries – Positioning and Business Development. Unawkward Your Business Development: A Guide for Complex Services Firms Marketing is not a battle of products, it is a battle of perceptions. Its better to be first in the mind, than first in the market. If you cant be first in a category, create a new category you can be first in. It answers the question, “if you were to write a book about your experience running a technology consulting firm, what would it look like – what would you write about”? It is better to be first, than it is to be better. The book teaches you to find and cultivate happy and high-quality customer relationships.Īdditional note: to clarify, I did not write this book.īut I wrote the outline below, hoping it might be helpful. It can be helpful to adjust their marketing efforts to work for and not against their company.I have (not) written this book to because I wanted to share what I learned running a complex technology consulting firm for 7 years. This book is for anyone who is involved in making marketing (digital or otherwise) and branding decisions for the company that they founded or are employed at. The Law of Focus – the most successful marketing teams are pros at associating their product or service with a single word – a word that they’ll always own. 
The Law of Category – This taught me that when you cannot win a category… you should create one!. It answered the question on why investing in a challenger has (for the lack of better word) challenges. The Law of Leadership – learning that a leading brand is perceived as the better-quality brand was an eye opener. when they tried to do everything and ended up becoming nothing. Import/Export laws and regulations Language barriers and customs Marketing Essentials Chapter 22, Section 22. The Law of Sacrifice – this one hits close to home because I have seen how flouting this law has hurt several of our companies i.e. Marketing Essentials Chapter 22, Section 22.2. InĪ way it will be my personal bible for marketing problems. I love the way in which they’ve given the lawsīecause if I ever find myself in a quandary regarding a marketing decision, IĬan simply just open the relevant chapter and read it, to guide my thinking. The authors avoided being verbose and have kept the book concise and To understand, and the marketing rationale is explained using real worldĮxamples. That are underperforming due to flouting a marketing law and companies that are In fact, I can easily identify present day companies These brands flouted that got them there. were and how they pinpointed the exact laws of marketing that Yet, it amazes me how accurate their predictionsĪbout the decline of brands like New Coke, Marketing gurus and best-selling authors Al Ries & Jack Trout, so most of I wasn’t so busy underlining or writing in the margins). 
Iįinished reading it in a day (which could’ve been done in a couple of hours if I found this book so engaging that I just couldn’t put it down. Understand explanation of marketing rules that any and every founder mustįollow. Number of examples that are woven into a compelling narrative and an easy to With me because they take various vantage points I hold and put it together inĢ2 Immutable Laws of Marketing has it all good research, umpteen There are some books that instantly connect
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