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Origin & Definition of the Law:

The law (such as it is) is attributed to a US Army General Charles Krulak who “theorised that in an age of always-on cameras, cell phones, and social networks, the lowly corporal in the field would have far more leverage and impact than ever before.

Krulak wrote that:

“In many cases the individual Marine will be the most conspicuous symbol of American foreign policy and will potentially influence not only the immediate tactical situation, but the operational and strategic levels as well.”

From this the application of Krulak’s Law to business has been derived:

“The closer you get to the front, the more power you have over the brand.”


Other useful definitions by Creative, and Game-Changing Thinkers:

' The experience people have with your brand is in the hands of the person you pay the least. Act accordingly.

(This involves training, trust, responsibility, leadership, dignity, authority, management and investment. It mostly means seeing the front-line people in your organization as priceless assets, not cheap cogs.)" - Seth Godin