# Summary: 22 Immutable Laws of Marketing, Distilled to 10

1. Own a **word** in your customer’s head to own the market.
2. Better doesn’t win. First or **different** does.
3. Sacrifice breadth for **depth**.
4. Confusion Kills, **Clarity** Converts.
5. Marketing = **Perception** › Facts.
6. Explain **value** in one sentence at a bar.
7. **Category Creation** is smart. Framing > Invention.
8. Every promise needs **proof**.
9. Market remembers the **bold** not the balanced.
10. Positioning = Your hill. **Copy** = How you defend it.