A short summary of the famous book by Al Ries and Jack Trout which, after 10 years, still remains a classic work in the marketing field. These slides are a must-read for any marketer: 22 capsules of business wisdom, or "laws" of common sense marketing, with some brilliant examples. Quick lessons about leadership, consumer minds, attributes and perception, focus, exclusivity, positioning, strategy and, of course, success (or failure!),