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EmailThe concept of 42 rules is that almost anything in life can be summarized into 42 distinct ideas that capture the essence of the topic. I am often asked "Why 42?" In the science-fiction novel turned cult film, ‘The Hitchhikers Guide to the Galaxy’, a computer is built to answer the "ultimate question of life, the universe, and everything." The answer is simply "42." As I approached writing this book, 27 rules seemed too low, but 51 were way too many. Douglas Adams, the author of The Hitchhikers Guide, was on to something when he chose 42. It felt right to me as well.
The ‘42 Rules of Marketing’ is a compilation of ideas, theories, and practical approaches I have been collecting over the years. The idea was to create a series of helpful reminders; things that marketers know we should do, but don't always have the time or patience to do. As you read through the rules, I ask that you don't take them literally. They are interesting stories, anecdotes and observations. Keep the book on your desk as it is intended as an "entertaining antidote" to long, boring conference calls. Don't read the rules in order, but flip through them until something strikes you. If it sparks an idea, then I've done what I set out to do. Feel free to pass the rules along to anyone you think might benefit from a friendly little reminder. Use them to start a discussion about what other people think the rules should be. After all, these are my rules. What are yours?
42 Rules of Marketing by Laura Lowell
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