In marketing, creative ideas and smart strategies are essential — but according to the Law of Resources, one of the 22 Immutable Laws of Marketing by Al Ries and Jack Trout, nothing happens without the resources to execute them.
The Law of Resources states: “A great idea is just the beginning. To succeed, you need money to make it happen.” Even if you have an outstanding brand positioning or a breakthrough campaign, without the budget to implement it, everything remains theoretical.
For example, a startup may have an excellent product, but without enough resources to reach customers, build brand awareness, and maintain market presence, that product is unlikely to succeed. On the other hand, a well-funded brand can dominate the market quickly — even if its product isn’t superior.
The Law of Resources is a reminder that in marketing, you don’t just need ideas — you need the ability to execute. That includes budget, personnel, time, and persistence. Successful brands know how to mobilize and use resources effectively to maintain their competitive edge.
In the world of marketing, resources are the fuel. Without them, the vehicle of ideas can’t move forward. That’s the essence of the Law of Resources.
