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This week, I started reading The 22 Immutable Laws of Marketing by Al Ries and Jack Trout — an oldie (but a goodie) written in 1993.

While the examples might be dated, the marketing principles hold true today and can be applied across a range of niches or industries today. But take the context with a grain of salt. After all — no two entities are alike and experimentation is a big part of finding what works.

In fact, I could probably find a creative loophole for most of the laws on this list — but if anything, that further proves the variable nature of creators and small businesses. We’re willing to pivot, get scrappy, test new approaches.

Below are the 22 laws of marketing Ries and Trout outline in the book. Think about how they can work for your business or personal brand. Share in the conversation with us on Twitter.

1. The Law of Leadership: It’s better to be first in a category than to be better.
2. The Law of the Category: If you can’t be first in a category, create a new category where you can be first.
3. The Law of the Mind: It’s not enough to be first in a category, you must also…