Law of Leadership – and

Every marketing professional is fascinated by a marketing guru. In my case, the list is  long but I would name 3 of my most favorite marketing gurus – Philip Kotler, Al Ries and Seth Godin. In this post, I will be focusing on learning from a well-known book “22 Immutable laws of Marketing” by AL Ries & Jack Trout.

Al Ries and Jack Trout coined the 22 laws that act like guidelines in any industry. This will be a series post, covering brands from India and GCC region. My aim in this blog post is to check if the laws still stand the test of time.

Law: Law of Leadership

The law of leadership states it is better to be first than to be simply better.

There is always a thin line between good companies and great companies. Good companies fulfill the met needs of the customers whereas great companies fulfill the met and unmet needs of the customers. Example, Microsoft, Apple, Flipkart,


In the United Arab Emirates, the e-commerce industry is a fairly new sector. In a country where physical retail stores dominate, the current market leader in the e-commerce space is with respect to revenues and market share. leveraged the first mover advantage and fulfilled the unmet needs of the customers i.e convenience and variety.

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In India, the fastest growing industry is the eCommerce. But it has also become the most crowded one. The inductry got noticed when extended its categories from just books to electronics and lifestyles products. Even before Flipkart begain its operations, India had ecommerce companies like that use to sell online. But it was only after Flipkart raising rounds of funding the indutry got the limelight.

It’s human behavior to remember the FIRST and forget the rest. Who was the first man to step on the moon? Niel Armstrong. And who was the second? The law of leadership explains that if your product/brand gets the first mover place in the minds of the customers you become the market leader.

Being first gets the advantage over the competition but doesn’t guarantee success.

Do share your examples for Law of leadership in other industries.

This is the first installment of series “Testing the 22 Immutable Laws of Marketing in current times”. Do watch this space for next post.



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