It is Better to Be First
In 1993, Al Ries and Jack Trout published The 22 Immutable Laws of Marketing. It opens with:
Many people believe that the basic issue in marketing is convincing prospects that you have a better product or service.
Not true. The basic issue in marketing is creating a category you can be first in.
Question: Who was the first person to fly the Atlantic solo? Who was the second? (Answers below the video.)
Al and Jack could have been talking directly to John Nese, owner of Galco’s Soda Pop Stop, in Los Angeles. In 1995, John began to increase his assortment of sodas not only out of love, but also as a protest to some of the larger soda companies that were not offering him the same prices as his larger competitors. Back then Galco’s was a small Italian market competing with dozens – if not hundreds – of little markets in the city.
Now the Soda Pop Stop stocks more than 400 different flavors of soda and is first in the “Soda Pop Store” category. The following video (it’s long, but terrific) will give you some insight into John’s philosophy and enthusiasm.
What category can YOU be first in? If it doesn’t exist, make it up!
The 22 Immutable Laws of Marketing is still available new for about $11.50 and used from $1.50 online. It may be a little dated, but the “22 Laws” are still pertinent today!
We all know that Charles Lindbergh was the first to fly the Atlantic solo. The second?
Amelia Earhart was the second person – and the first woman – to fly solo across the Atlantic Ocean!
Claim your category!
