Ries Al, Trout Jack. The 22 immutable laws of marketing

The law of leadership.
The law of category.
The law of the mind.
The law of perception.
The law of focus.
The law of exclusivity.
The law of the ladder.
The law of duality.
The law of the opposite.
The law of division.
The law of perspective.
The law of line extension.
The law of sacrifice.
The law of attributes.
The law of candor.
The law of singularity.
The law of unpredictability.
The law of success.
The law of failure.
The law of hype.
The law of acceleration.
The law of resources.