Key Facts and Insights
- Law of Leadership: Being first in a market is more beneficial than having a better product.
- Law of Category: If you can't be first in your segment, create a new segment where you can be the first.
- Law of Perception: Marketing is not about products, but about perception in the consumer's mind.
- Law of Focus: It's crucial to concentrate on one word or phrase in the consumer’s mind.
- Law of Duality: In the long run, every market will become a two-horse race.
- Law of the Opposite: If you're aiming for second place, your strategy is...
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