... 60 years but averages sales per outlet above Burger King and very close to McDonald's. The Laws of Attributes, Candor, Singularity and Unpredictability The Law of Attributes. For every ... immutable laws you run the risk of failure. If you apply the laws you run the risk of being criticized, ignored or even ostracized. But the immutable laws will help you succeed - and success ... prospect's mind - e.g. Coke and Pepsi, Kodak and Fuji, Crest and Colgate. Remember that the prospect believes the leading brands are the best brands. The Law of the Opposite. If you're...