What is PeopleAnalyst?

PeopleAnalyst is the front door for people-analytics research: 205+ works indexed and profiled, 40+ citation-grade findings extracted, and peer-reviewed behavioral science translated from academic to actionable — the missing manual for the people analytics you always meant to do.

What is people analytics?

People analytics is not a dashboard. It is behavioral science and statistical inference applied to workforce decisions — a discipline with its own methodology, spanning measurement, organizational design, talent, leadership, and analytics craft.

Why does AI in HR need measurement science?

AI is being deployed in high-stakes people decisions — hiring, performance, attrition — without the measurement science to evaluate whether it works or whom it harms. Construct validity, effect sizes, and criterion validity are the vocabulary for asking an AI vendor the right questions.

How is the research made accessible?

The evidence is indexed and searchable: 205+ works, 40+ citation-grade insight cards, and 8 research arcs, so the right finding reaches the right decision at the right time.

What separates good people measurement from assertion?

Good measurement has a method: construct validity, reliability, and effect-size interpretation are not optional — they are what separates evidence from assertion.

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The 22 Immutable Laws of Marketing

Al Ries, Jack Trout · 1993

In a sentence

Marketing success is governed by fundamental, immutable laws centered on perception and being first in the prospect's mind, and violating them dooms even well-funded programs.

Drawing on more than 25 years of studying what works and what fails in the marketplace, Al Ries and Jack Trout distill marketing into 22 immutable laws that operate as reliably as the laws of physics. The central insight is that marketing is not a battle of products but a battle of perceptions, and the most powerful position is being first in the prospect's mind and owning a single word there. Through vivid examples spanning beer, cars, computers, soft drinks, and consumer goods, the book exposes the costly myths of the 'better product' strategy, line extension, and trying to be all things to all people. It offers a counterintuitive playbook—be first, create a new category, narrow your focus, sacrifice, and position against the leader—that any marketer can apply at their own risk.

The four lenses

Science
Statistics
Systems
Strategy

The model

A causal framework in which marketing design levers (being first, category creation, focus, sacrifice, opposite positioning, adequate funding) shape psychological states in the prospect's mind (mental position, owned word, perceived leadership) which drive market outcomes (share, leadership, long-term durability).

First-Mover Mental Entrydesign lever

The degree to which a brand is the first to enter the prospect's mind in a category, establishing an early and durable mental foothold that anchors leadership perception.

New Category Creationdesign lever

The strategic act of defining and entering a new category in which the brand can be first, rather than competing as a me-too entrant in an existing crowded category.

Focus / Owning a Worddesign lever

The extent to which a brand narrows its message to own a single simple word or concept in the prospect's mind, sacrificing breadth to gain mental clarity and association strength.

Strategic Sacrificedesign lever

The deliberate giving up of product line breadth, target market breadth, or constant strategic change in order to strengthen and clarify the brand's position in the prospect's mind.

Opposite Positioning Against Leaderdesign lever

The strategy by which a non-leader brand identifies the leader's core strength and presents itself as the opposite alternative, converting the leader's strength into an exploitable weakness.

Line Extensiondesign lever

The practice of attaching a successful brand name to new products across categories, which tends to blur the brand's meaning in the prospect's mind and erode its distinct mental position over time.

Adequate Marketing Resourcesdesign lever

The level of funding committed to drive and sustain an idea in the prospect's mind through advertising, publicity, and distribution, without which even strong ideas fail to take hold.

Mental Position / Ladder Rungpsychological state

The hierarchical rung a brand occupies in the prospect's mind within a category ladder, reflecting where it stands relative to competitors and shaping which strategies are viable.

Perceived Leadership / Distinct Perceptionpsychological state

The prospect's perception that a brand is the leader or the distinct, legitimate owner of a category or attribute, treated as superior regardless of objective product reality.

Market Share and Leadership Outcomeoutcome metric

The realized commercial outcome of a brand's mental positioning, including market share, category leadership, and ranking among competitors over the short and long term.

Long-Term Brand Durabilityoutcome metric

The persistence of a brand's strength and share over time, reflecting whether marketing moves built on trends and focus endure rather than collapsing as fads or diluted line extensions.

How they connect

first mover entry → predicts perceived leadership
category creation → predicts first mover entry
first mover entry → predicts mental position
focus owning word → predicts perceived leadership
sacrifice → predicts focus owning word
opposite positioning → predicts mental position
line extension − influences focus owning word
line extension − influences long term durability
mental position → predicts market share outcome
perceived leadership → predicts market share outcome
marketing resources → moderates mental position
market share outcome → correlates long term durability

A candidate measure

The 22 Immutable Laws of Marketing — derived measurement candidates