Introduction
In the fiercely competitive world of marketing, being the best doesn’t always guarantee success. Instead, being the first — the pioneer — often holds a unique power in capturing the customer’s mind. This is the essence of the Law of Leadership, one of the most important principles in modern marketing.
What is the Law of Leadership?
The Law of Leadership is presented in the book “The 22 Immutable Laws of Marketing” by Al Ries and Jack Trout. Its core principle is:
“It’s better to be first in the mind than to be first in the marketplace.”
In other words, if you’re the first to introduce a product, service, or idea, you have the opportunity to occupy a unique position in the customer’s mind — a position that’s hard for later competitors to displace, even if their products are better.
Why do customers remember the first?
People tend to remember what comes first. Think about it:
• Who was the first person to walk on the moon? Neil Armstrong.
• What’s the first soft drink brand that comes to mind? Probably Coca-Cola.
• What was the first search engine you ever used? Likely Google.
Firsts are often associated with innovation, trust, and familiarity. That’s why pioneers tend to dominate brand recall and market share.
Real-world examples of the Law of Leadership
1. Coca-Cola was the first carbonated soft drink brand and still leads the market today despite countless competitors.
2. Google wasn’t the first search engine, but it was the first to revolutionize the search experience — and it became the dominant name.
3. Uber didn’t invent taxis, but it was the first to introduce app-based ride-hailing, creating an entirely new industry.
Benefits of being first
• Easier brand positioning in the customer’s mind.
• Ability to set the standard for the industry.
• Lower long-term marketing costs due to natural recall.
• Increased trust and credibility from consumers.
How to apply the Law of Leadership
You may not always be the first in a broad category, but you can:
• Create a new niche within an existing market.
• Redefine how a common problem is solved.
• Offer a unique experience that no one else has delivered.
For example, instead of competing in the traditional coffee market, you could pioneer a new segment like “coffee for keto diets” or “coffee for night-shift workers.”
Things to keep in mind
• Being first must be paired with quality and the ability to maintain leadership.
• If you can’t defend your position, competitors can improve on your idea and overtake you.
• Don’t try to be first in everything — choose the right moment and the right market.
Conclusion
The Law of Leadership isn’t just a marketing tactic — it’s a strategic mindset. In a world where everything can be copied, being first — and being right — is one of the most sustainable competitive advantages. If you’re building a brand or launching a startup, ask yourself: “Where can I lead?”
