![]() the way that Coke 'owns' the word 'cola', or Xerox owns 'copier'). The law of focus - the most powerful concept in marketing is owning a word in the prospect's mind (i.e. The law of perception - marketing is not a battle of products, it's a battle of perceptions. Being first into the marketplace is important only to the extent that it allows you to get into the mind first." 4. It is better to be first f irst in the prospect's mind than first into the marketplace.Being marketplace.Being first in the mind is everything in marketing. The law of the mind - it's better to be first f irst in the mind than to be first in the marketplace: "Is something wrong with the law of leadership (previously presented)? No, but the law of the mind modifies it. The law of the category - if you can't be first in a category, set up a new category you can be first in. ItÕs much easier to get into the mind first than it is to try to convince someone someone you have a better product than the one that did get there first." 2. It's better to be first f irst than it is to be better. a given type of product or service) you can be first in. The law of leadership - it is better to be first f irst than it is to be better: "The basic issue in marketing in creating a category (i.e.
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