1.    The First Law:
    Keep things as vague as possible, but no vaguer.

2.    The Storied Law:
    Marketing is nothing but stories, but stories make all else possible.

3.    The Conceptual Law:
    Marketing is applied philosophy, reconceptualizing pain and hope.

4.    The Obvious Law:
    Nothing is obvious if you look at it the wrong way.

5.    The Questionable Law:
    Answers are easy. The right questions are hard.

6.    The Monetary Law:
    Money communicates information about value across space & time.

7.    The Professional Law:
    Amateurs focus on media & message, Pros on mission & markets.

8.    The Community Law:
    Virtual communities coalesce around information flows
    like physical communities around transportation flows.

9.    The Optimal Law:
    Communities ultimately optimize either to heal flaws or exploit them.

10.    The Branding Law:
    "Brand" is the iconification of a trust relationship.

11.    The Converged Law:
    Eventually, marketing and reality must converge.
    Good marketing delays convergence; Great marketing alters reality.

12.    The Difficult Law:
    Of course it is hard. If it was easy, everyone would do it.

13.    The Learned Law:
    Good intentions only matter if you learn from your mistakes.

14.    The Segmented Law:
    Categorization is recognizing finer distinctions amidst deeper unities.

15.    The Problematic Law:
    There’s no limit to what can be solved
     if you take responsibility instead of assign blame.

16.    The Ultimate Law:
    The customer is not always right, but is ultimately right.