Marketing Law 18 - Success

The 18th law of marketing is a reminder that success can sometimes lead to arrogance, and this can lead to failure. It's not uncommon for businesses to become so successful that they fail to see the warning signs of their arrogance until it's too late. But this is not a brand new principle. Even Proverbs says that pride goes before a fall.

Confidence is important, but believing too much in your own hubris can leave you vulnerable to holes in your business operations, leave you blind to potential changes in the market, or make you a target by those who grow to resent your general cockiness.

When businesses start believing too much in their own hype, they can become complacent, stop innovating, and fail to keep up with changing market dynamics. Eventually, the hunger that led to their success can become the gluttony that is their undoing. The 18th law of marketing is a cautionary tale, reminding us all to stay humble and hungry, no matter how successful we become.

(Adapted from "The 22 Immutable Laws of Marketing" by Ries & Trout)