1. Law of Leadership
Create a category you can be first in. It's much easier to get into the mind first than to try to convince someone that you have a better product than the one that got there first.
In some cases, the brand name that's first in category can become generic. When a brand name becomes generic, consumers start to identify products with it's brand names.
Ex. Airbnb, Uber, Q-Tips, Band-Aid, Xerox, etc.
2. Law of Category
If you can't be first in a category, create a new one.
Ex. Dell entered into the saturated personal computer marketplace by being the first to sell computers by phone.
Ex. Charles Schwab didn't open a better brokerage firm, he opened the first discount brokerage.
3. Law of Mind
"It's better to be first in the mind than to be first in the marketplace."
- Al Reis, co-Founder of Ries & Ries and Author.
If you want to make a big impression, you have to blast your way into their mind, rather than worming your way into their minds and then slowly building up a favorable opinion over a long period of time.
Ex. Remington Rand's UNIVAC was the first mainframe computer in the marketplace, but a massive marketing effort led by IBM allowed them to get into the mind first and win the computer battle early.
Ries, Al. Trout, Jack. (1993) The 22 Immutable Laws of Marketing. HarperBusiness.