Found this summary of the 22 Immutable Laws of Marketing on Mike Vance’s absolutely fantastic MineZone Wiki, where there are dozens of business book summaries. Here is one great nugget:
If you're shooting for second place, your strategy is determined by the market leader.
- "You must discover the essence of the leader and then present the prospect with the opposite. (In other words, don't try to be better, try to be different."