22 Immutable Laws of Marketing by Al Ries Book Review

The 22 Immutable Laws of Marketing by Al Ries is a classic book on marketing that outlines 22 rules for companies to follow in order to be successful. The book focuses on the idea that all that exists in the world of marketing are perceptions in the minds of the customer or prospect, and that the perception is reality.

It emphasizes the importance of being first in the mind of the customer, creating your own category to avoid competition, and understanding the opportunity cost of each product.

The book covers a variety of topics, including the Law of Leadership, the Law of Perception, the Law of Line Extension, the Law of Opposite, and the Law of Singularity.

It also discusses the importance of predicting competitive reactions and leveraging the leader’s strength into a weakness.

The main themes of the book are that it is better to be first than it is better, that marketing is not a battle of products but a battle of perception, and that marketing effects take place over an extended period of time.

It also emphasizes the importance of writing your competitor’s plans in order to predict the future, and the dangers of needless line extension.

Useful Takeaways

• If you want to make a big impression on another person, you have to blast your way into their mind – no one is paying attention except to themselves.
• Marketing is not a battle of products, it’s a battle of perception.
• Marketing effects take place over an extended period of time – campaigns “stack” on each other – there is no one and done.
• Leverage the leader’s strength into a weakness (aka if the leader is “cheap” then the 2nd place is “quality”).
• Predict competitive reactions.
• Avoid needless line extension – focus on what you are known for.

What I Liked

Wow, this book blew my mind. I love that it’s so concise and to the point. The Laws make sense and the examples are punchy and relatable. The book really hasn’t aged at all.

If you run a business or are looking to move up in your business, this is the 150 page MBA hack to get you there.

What I Did Not Like

There is cynicism and arrogance throughout. It’s written by two early 90’s know it all ad guys – so it’s definitely has that kind of tone throughout. But – it’s the kind of book where you can take the nuggets that you like and ditch the parts you don’t like.