The book has been on bestseller lists around the world, including Mexico, Argentina and Germany, and was the best-selling business book in India in 1993. We'd love to list all 22 laws for you, but it wouldn't be fair to the authors. It's better to be first than it is to be better. The most powerful concept in marketing is owning a word in the prospect's mind. In the long run, every market becomes a two-horse race.
Success often leads to arrogance, and arrogance to failure.
Successful programs are not built on fads, they're built on trends. They parted amicably in 1994. This was to be the start of a new, even more fulfilling career as consultant and author. The split with Jack Trout left Ries' devoted fan following anxiously wondering whether they would be deprived of the duo's trademark incisive insights into marketing. They needn't have worried.