To gain and maintain top market share, use these principles.

LEADERSHIP: It's better to be first than it is to be better.

CATEGORY: If you can not be first in a category, set up a new category you can be first in.

MIND: It's better to be first in the mind than to be first in the marketplace.

PERCEPTIONS: Marketing is not a battle of products, it's a battle of perceptions.

FOCUS -- WORD: The most powerful concept in marketing is owning a word in the prospect's mind.

EXCLUSIVITY: Two companies cannot own the same word in the prospect's mind.

LADDER: The strategy to use depends on which rung you occupy on the ladder. Prospects fit what you claim with you market position.

DUALITY: In the long run, every market becomes a two-horse race.

OPPOSITE: If you're shooting for second place, your strategy is determined by the leader.

DIVISION: Over time, a category will divide and become two or more.

PERSPECTIVE: Marketing effects take place over an extended period of time.

DON'T EXTEND: There's an irresistible pressure to extend the equity of the brand.

SACRIFICE: You have to give up something to get something. Serve thoroughly.

ATTRIBUTES: For every attribute, there is an opposite, effective attribute.

CANDOR: When you admit a negative, the prospect will give you a positive.

BOLD STROKE: In each situation, only one move will produce substantial results.

UNPREDICTABILITY: You can't predict the future.

ARROGANCE: Success often leads to arrogance, and arrogance to failure.

FAILURE: Failure is to be expected and accepted.

HYPE: When it is getting high coverage in the press, it usually is in trouble.

TRENDS: Successful marketing is built on an enduring trend not a fad.

RESOURCES: Without critical mass an idea will not get off the ground.