The 22 Immutable Laws of Marketing

The marketing strategists Al Ries and Jack Trout reduce their field to 22 rules that, in their view, decide whether a company flourishes or fails. The authors draw on more than 40 years of marketing experience and pair a broad historical overview with an eye on the future, presenting the laws as tools for the international marketplace. The book works through real campaigns, both successes and failures, examining why promising ideas fell short of expectations and proposing what the authors think would have worked better. The laws come with concrete examples and commonsense suggestions, and the subtitle warns that ignoring them carries its own risk.

James Clear included it among his best business books, and PiperCreative chief executive Aaron Watson named it in an interview as a pick for young people entering his field.