Silicon Valley celebs like Tim Ferriss and always-in-their-pajamas-salesmen like Dead Beat Dan still love to shout out this classic. 22's timeless, straight-forward, example-rich, super-concise lessons are incredibly unexpected. "More money is wasted," authors Ries and Trout write, "in marketing than in any other human activity (outside of governments, of course.)" These lessons are expensive. Take note:
#1: The Law of Leadership — It's better to be first than it is to be better.
Can you name the second person to ever successfully fly across the Atlantic? Probably not, even though he was a better pilot, reached the other side faster, and consumed less fuel. How about the first pilot to ever fly across the Atlantic? Charles Lindbergh, duh. Everyone knows that.
#2: The Law of the Category — If you can't be first in a category, set up a new category you can be first in.
Amelia Earhart was the third person to ever fly across the Atlantic. But she's gone down in history as the first woman to ever do it. People seem to have a more open mind when it comes to categories than brands. 'Me too!' and 'I'm better!' doesn't fly with them as much as 'I'm new. I'm different.'