Je vous livre les 10 premières et vous conseille de lire et de réfléchir aux 12 autres ;-)
Law n°1 : The Law of Leadership
"Create a Category you can be first in.It's better to be first than it is to be better. It's much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first."
First person to fly the Atlantic Ocean solo was C.Lindbergh. What 's the name of the second ?
( answer : Bert Hinkler )
Law n°2 : The law of Category
"If you don't get into the prospect's mind first, don't give up hope.Find a new category you can be first in.It's not as difficult as you might think."
What's was the third ? Amelia Earhart, the first woman !
Law n°3 : The law of Mind
"It's better to be better in prospect's mind than first in the marketplace. Being the fisrt in mind is everything in Marketing. Being the fisrt in the marketplace is important only to extent that it allows you to get in the mind first."
The law of mind folows from the law of perception. If marketing is battle of perception, not product, then the mind takes precedence over the marketplace."
Law n°4 : The law of Perception
In the Marketing arena, there is no objective reality. "There is no facts.There are no best products. All that exists in the world of marketing are perceptions in the minds of customer or prospect. The pereception is the reality.Marketing is the process of dealing with those perceptions."
Law n°5 : The law of Focus
Each company should find a way to own a WORD in the mind of the prospect. Not a complicated word."The most effective words are simple and benefict oriented.
Mercedes...engineering , BW....driving...Volvo...safety....
Law n°6 : The law of Exclusivity
One company, one word wich is the only one to own on the market.
Law n°7 : The law of Ladder
Law n°8 : The law of Duality
The customers believing that marketing is a battle of products, so this kind of thinking maintiens 2 brands on top.
" They must be the best, they're the leaders."
Coca cola & Pepsi
Law n°9 : The law of Opposite
It's better to discover the essence of the leader and find a try to do different than better
Coca-cola, 100-year-old product. Pepsi reversed the essence of Coca-Cola to become the choice of a new generation ; Pepsi Generation.
Law n°10 : The law of Division
The most important thing was to underline "Timing is very important.You can be too early to exploit a new category... You can't get into the prospect's mind first unless you 're prepared to spend some time waiting for things to develop."
Bonne lecture !
Tatiana
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