Conclusion

So, as we saw over the course of our cognitive cross-examination of "The 22 Immu
table Laws of Marketing," some laws are contradictory to others while others wer
e equivalent. Still others are not MECE (mutually exclusive, collectively exhaus
tive) with the collection, etc. But generally most are simply no longer applicab
le in the new digital world in which branding, storytelling, and all forms of pu
sh advertising need to be balanced with a focus on "pull" techniques, which bett
er serve the new habits and expectations of modern consumers.
Here are some takeaways from the previous columns:
It is better to be better than it is to be first.
Which is a harder marketing problem? The fact that no one knows you (small fish
in a big pond) or the fact that no one knows your pond (in which you are the big
, or perhaps the only, fish)?
Traditional "push" advertising is like a thief breaking into your home at dinner
time and shouting at your family that his product is the best thing since sliced
gefilte fish.
Success in marketing is when, and if, consumers remember you, remember to look f
or you, and remember to tell their friends about you.