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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk
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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk

really liked it 4.00  ·  Rating Details  ·  8,867 Ratings  ·  277 Reviews
There are laws of nature, so why shouldn't there be laws of marketing?

As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing th
Paperback, 143 pages
Published April 27th 1994 by HarperBusiness (first published 1993)
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Mark Ngô Skimming first, reading a whole book is not advisible :)

Community Reviews

(showing 1-30 of 3,000)
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Jan 25, 2009 Viraj rated it really liked it
Recommended to Viraj by: Joseph Laia, Miasole
Shelves: management
For the summary, please email / PM me.

1: The Law of Leadership: It’s better to be first than it is to be better.
2: The law of category: If you can’t be first in a category, setup a new category you can be first in.
3: The law of the mind: It’s better to be first in the mind than to be first in the market place
4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions.
5: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s
Dec 11, 2009 Luke rated it really liked it
Tim Ferriss listed this in his top 5 favorite books, so I picked it up. The core of the 22 laws is Identity.

The authors argue that too many businesses believe they will win simply by having the best product, which isn't true. The winner is the product that captures the mind of its target customers.

When a product is first to market, the first of its category, it usually establishes a foothold that no other company can wrest away. So create your own category, and be first there. Win the minds of t
Apr 05, 2009 Melissa rated it it was ok
Shelves: 2009
The usual business book....They violated their title in the first chapter...
Joseph McBee
Sep 01, 2011 Joseph McBee rated it did not like it  ·  review of another edition
I read this book because another business author I like recommended it and because I am currently writing a class on marketing and wanted to use it for research.

I hated it.

I want to be careful here. When writing a review for a book I don't like I want to keep in mind that I am talking about something that people created. I do NOT want to write anything that I would not say to the authors' faces if they were standing right in front of me. This is difficult in a way because I really, REALLY didn't
Munkhbayar Baatarkhuu
Энэ бол, миний бодлоор, гайхамшиг. Бизнесийн алтан дүрэм гэдэг номтой дүйцэхүйц чамбай бүтээл болж чадсан.
Umar Ghumman
May 19, 2009 Umar Ghumman rated it it was amazing
I love this book. The laws are still applicable and will be applicable 25 years from now.
Stephanie Li
Mar 14, 2016 Stephanie Li rated it did not like it
Received this 23-year-old book for my 23rd birthday and wanted to like it but it was so frustrating.

"There are laws of nature (physics), so why shouldn't there be laws of marketing?"

??? Here are just a couple reasons:
1) Dealing with absolutes sets an author up to look foolish when most of his examples don't come true... e.g. "There are ominous signs of softness in Microsoft's strategy... i.e. expanding into spreadsheets (Lotus is the leader), word processing (WordPerfect is the leader), and busi
Ahmad Abugosh
Jul 26, 2015 Ahmad Abugosh rated it it was ok
So many people recommend that I read this book, so I finally gave it a shot.

At first I thought it was amazing and lived up to the hype, law of leadership, cool, law of perception, even better! I loved how he got psychological about it and talks about how people perceive brands.

Where he began to lose me however, was everything that had to do with anything that happened in the last 20 years. I realize this book was written in the early 90's but some of the things he mentioned have been proved wr
Dexter Zhuang
Sep 18, 2013 Dexter Zhuang rated it liked it
I'm not sure how immutable these laws really are, but many of them are pretty interesting to read. I think the biggest takeaways for me from Al Ries and Jack Trout are that 1) you should always strive to be #1 in your category in peoples' minds 2) if you're not #1, differentiate yourself completely from the #1 and occupy your niche 3) be cautious about moving into other categories of mindshare at the risk of losing hold of your currently dominated category.

The key assumption I think made in this
Dũng Nguyễn
Feb 28, 2016 Dũng Nguyễn rated it it was amazing
I found this book practical and interesting, except for the last law where authors stressed the importance of money in Marketing, I mean, what happened with new wave of startups recently proved that money doesn't matter that much in marketing.

However, I again believe that this is a MUST-READ book for those who want to step in the market, either they use these rules or not
Ramneesh Singla
Mar 22, 2015 Ramneesh Singla rated it liked it
1: The Law of Leadership: It’s better to be first than it is to be better.
2: The law of category: If you can’t be first in a category, setup a new category you can be first in.
3: The law of the mind: It’s better to be first in the mind than to be first in the market place
4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions.
5: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s mind.
6: The Law of Exclusivity: Two co
Scott Wozniak
Apr 11, 2015 Scott Wozniak rated it really liked it
This is one of the classic books on marketing. It's very well written and has deep insights. However, I give four rather than five stars for two reasons:

1) It's totally cynical. The book opens with the worldview that there is no actual physical world, it's all perception. Therefore there is no such thing as truth. The entire book is flavored with that "do whatever works" approach. It acknowledges truth as an important marketing principle, but only in that you will lose sales if you get caught.
Kirtida Gautam
Dec 19, 2015 Kirtida Gautam rated it really liked it
Shelves: self-help
The 22 Immutable Laws of Marketing is a great book. It's very small and easy to read. The chapters start with words of wisdom. Some of them are counter intuitive and makes complete sense.

Few Quotes that I liked.
Hype is hype. Real revolutions don’t arrive at high noon with marching bands and coverage on the 6 p.m. news. Real revolutions arrive unannounced in the middle of the night and kind of speak up on you.

Capturing the imagination of the public is not the same as revolutionizing a market.
Carlos Pohle
Nov 08, 2015 Carlos Pohle rated it liked it
Some really good points made, but packed full with hindsight biases.
Nguyên ngộ ngộ
Cuốn sách đầu tiên đọc về marketing, nên thấy nhiều cái mới mẻ.
1. Quy luật tiên phong
Trở thành người đầu tiên cho cái sp, dv đó sẽ tốt hơn là thuyết phục bà con cô bác rằng: hàng tui tốt hơn hàng thằng đó. No no no.
Ai là người đặt chân lên mặt trăng? Neil Armstrong
Ai là người thứ hai? - google cái đã....
2. Quy luật chủng loại
Chẳng hạn như có sp, dv nào đó đã "tiên phong" trước mình ở lĩnh vực đó, thì sẽ hướng vào chủng loại để marketing. Ví dụ: IBM đứng đầu lĩnh vực máy tính, còn DEC đứng đầu tr
Jan 25, 2015 Dax rated it it was ok
This book is a great illustration of what can go wrong with business wiriting. The 22 Laws themselves are actually great. I can see the value in the insights shared by the authors. The problem with the book is the timeliness of the examples. I laughed out loud several times because the supporting references they used were either incrediblly dated or just completly wrrong.

Don't get me wrong. I am not bashing the authors becuase they are not omniscient. Exactly the opposite. The point is that thi
Richard Kuhn
May 09, 2014 Richard Kuhn rated it it was amazing  ·  review of another edition
I have had this book for years and have used it as a reference many times, but have never read it from start to end. All I can say is I should have when I got the book. The book was referred to me by a successful friend in business who said he used a couple of these principles in his practice. I plan on using some of these principles as well.

It's amazing when you look at the history of successful brands and how they lost their market share and why. This book also goes into what to and what not t
May 08, 2015 Yulenka rated it really liked it
Shelves: ad-life
This book was published over 10 years ago (at least the copy that I had was) so a lot of the numbers and products have changed and I'm sure the marketplace for a lot of them has changed as well. That aside, the actual laws were pretty good. Applicable in modern times for sure, and generally insightful.
I did find some of it to be common sense, and I felt that maybe some laws overlapped to the point of being really similar, but it was well written. I liked that each chapter was only a couple page
Feb 19, 2016 علياء rated it it was amazing
Shelves: متفرقات
قرأت ملخصاً بالعربية عن هذا الكتاب، والخطوط العامة له مفيدة جداً قبل أن تبدأ أي محاولات ومشاريع تسويقية تحديداً.
Oct 11, 2014 Nelly rated it liked it
Read this for class AND STILL FAILED YAY.
Apr 22, 2016 Kris rated it it was ok
Time has not been kind to this book.
Sebastian Haul
Jun 07, 2016 Sebastian Haul rated it really liked it
Las 22 Leyes Inmutables del Marketing (en inglés “The 22 Immutable Laws of Marketing”) es un libro escrito por Al Ries y Jack Trout publicado en 1993. Es uno de los libros más reconocidos mundialmente referido al tema Marketing, y ha sido guía de innumerables empresas.

Después de leerlo me ha quedado claro una cosa en particular. Este libro no escasea en ejemplos concretos de realidad. Ley tras ley brinda toda la ayuda posible para que el lector relacione lo teórico con lo práctico, esto lleva ta
Mark Ngô
May 21, 2016 Mark Ngô rated it really liked it
Only after reading this did I understand why people say each non-fiction book only contains a few things to learn from. On the title it said 22 but I think some just overlapped some others. In the end, there were some noticeable lessons that I really cherish:
1/ Your product should either be the first or the best, outstanding, not neccessary of the field but a category is good enough. In fact, only ONE is highly recommended as less is more (which is the number 1 thing the book advised). This book
LeikHong Leow
Feb 28, 2016 LeikHong Leow rated it really liked it
Simple and easy to read and understand.

If you need a quick reference on marketing ideas and which laws you need to follow, then this book come in pretty handy.

1: The Law of Leadership: It’s better to be first than it is to be better.
2: The law of category: If you can’t be first in a category, setup a new category you can be first in.
3: The law of the mind: It’s better to be first in the mind than to be first in the market place
4: The law of perception: Marketing is not a battle of products; it
Anita Ashland
Dec 22, 2015 Anita Ashland rated it liked it
This book was published in 1993, so the references to businesses and products are quaint and made me feel a bit nostalgic. The book is short and can be read in one sitting. The 22 principles are as relevant for today as they were in 1993. Here are the 22 laws:

1. The law of leadership - It is better to be first than it is to be better.

2. The law of the category -If you can't be first in a category create a new category to be first in. Don't ask how your product is better than the competition. As
Inna Zaichenko
Sep 14, 2015 Inna Zaichenko rated it really liked it
Маркетинг делится на 2 части: высокий и приземленный. Эта книга - о высоком: с теорией, социальной и личностной психологией, примесью пиара. Но (!) с практическими примерами. Что делает эту книгу полезным пособием для маркетолога: с 22 законами to follow.

Из запомнившегося:
- Marketing is a battle of perceptions, not products
- There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or pros
Joshua Pitzalis
Dec 04, 2014 Joshua Pitzalis rated it liked it
This book does an excellent job of highlighting the importance of being first. You can always get better but you can never become first. Being first allows you to define your market’s point of view. More importantly, you have no competition when you start out. When the competition does arrive then you are already set up as the most credible player. The advice is simple, if you can’t be the first then invent a new category and be the first in that.

The the holy grail of marketing is to own a word
David Oren
Sep 07, 2014 David Oren rated it really liked it
The 22 Immutable Laws of Marketing By Al Ries and Jack Trout

The book is a short read, 130 pages, very condensed and to the point. I like how they didn't try to make it longer and "puff" it with crap. I felt it was designed mainly for brands, but as an affiliate marketer I did find some of the ideas to be useful.

The main thing I took was focus- Don't spread yourself too thin, keep your brand associated with one thing and dominate it. Also that in any market it's always better to be first than to
Dec 23, 2013 Pete rated it really liked it
This is a fine read and highly recommended. The authors have taken a complex topic and distilled it down to its fundamental essence. The style of writing is pithy and clear with great yet simple examples. Remember you can always break the rules defined by the book, it is however important to be aware of the rules before you decide to break them.
Sep 20, 2014 Dustin rated it liked it
Overall, I liked this book. However, there were a number of things that, left unexplained, make the author seem a little ridiculous. For example, The author pokes at Microsoft for trying to displace Lotus 123 as the leader in spreadsheets.

Another problem is, the author almost makes it sound as though you should never expand your company or adapt to changing product lines. If you make Heinz ketchup, keep making Heinz ketchup, but don't make anything else. I know that's not his intent (Heinz can e
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Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries coined the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw Unive
More about Al Ries...

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“Marketing is a battle of perceptions, not products.” 4 likes
“The only reality you can be sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others.” 2 likes
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