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GROUP MEMBERS

Immutable Unchanging or unable to change. change. Law A rule which cannot or should not be broken.

1# THE LAW OF LEADERSHIP

 Its better to be first than it is to be better. better.  People usually know who the number one player is, but often cannot even name the number two. two.  The basic issue in marketing is creating a category you can be first in. in.  Sometimes called: The First Mover Advantage called:  There is a huge benefit to being number one in some category, even if you have to invent a whole new category. category.
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FIRST MOVER ADVANTAGE

FIELD

STRATEGY

SHARE OF MIND

LEADER

TIMING
GENERIC NAME
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MY THINKING
 it's better to say that being first gives one extremely big advantage over competition but doesn't guarantee the success.  It's rather obvious that it doesn't matter that you're first to market if no-one needs your product noor if your product is very bad.  it's very hard and usually requires the leader to make huge mistakes then other can become leader.
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EXAMPLES
E.g., most people know who flew across the Atlantic first, but not second. second. Chrysler brought us the first minivan and still leads the category. category. Desktop Laser printer by HP Gillette Pampers

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EXCEPTIONS
Microsoft Excel was not the first spreadsheet, but it leads that category today. Visual Studio was not the first IDE, but it leads that category today. Perl was not first completely unreadable language, but it leads that category today.
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2. The Law of the Category

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

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 Think categories, not brands.  Everyone is interested in what is new.  Few people are interested in what's better.  Promote the category.  Category is another way of differentiation

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EXAMPLES
 If one can't be the first to fly over Atlantic, one can still be the first woman to fly over Atlantic most people dont know who flew across the Atlantic third, but they know who the first woman to do that was Amelia Earhart.  IBM was first in computer  DEC was first in minicomputer
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3# The Law of the Mind

Its better to be first in the mind than to be first in the marketplace. concept of "mindshare" is important Brand name should be easy(i-e easy(i apple)
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MIND SHARE
We underestimate the value of mindshare when we try to change the minds of people.  Ries and Trout say that "The single most wasteful thing you can do in marketing is to change a mind."

EXAMPLES
E.g., Altair 8800 was the first PC, but Apple got first in the mind. IBM was the first software vendor, but now we associate software with

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