Jack Trout knows a thing or two about how to grow and market a business, is in your corner and restless to help. The start consultant and champion of common sense has written the book that shows managers how to cope with complexities by focusing on essentials. Take a deep breath. You're about to breathe your first truly fresh air in years.
Fight complexity. People resist simplicity because they fear it. A simple idea makes us feel naked, especially when we're surrounded by peers who rely on complexity to make their ignorance and hedge their bets. Trout and coauthor Steve Rivkin present guidelines for thinking in straightforward terms and cutting through ridiculous jargon.
Embrace simplicity. Chaos theory is for physics. In management, despite complex enterprises and even more complex market conditions, certain laws of gravity still apply. Competitors are nothing more than archrivals, strategy is a process of differentiation, and marketing means turning simple ideas into strategy. Such concepts aren't too basic for Herb Kelleher of Southwest Airlines, Jack Welch of General Electric, and Andy Grove of Intel, to name a few successful CEOs who share their insights and war stories on these pages. Explore these ideas indepth with Trout, who provides techniques for action, and you will profit from them.
Be a contrarian. Information? Too much can confuse you. Goals? It can hurt your business. It's time to look hard at knee-jerk assumptions and adjust our business practices accordingly. You'll examine how dozens of companies--GM, Gillette, Volvo, Apple, Xerox--have either done so and been better for it, or have ignored self-evident truths at their peril.
Respect your people. Business ultimately lives or dies by people. Not money. Don't insult employees with pep rallies. Motivate them with ideas on how the company is going to kick butt, then give them the tools to do it with--and step back. Trout's four chapters on "People Issues" are worth a library full of human resource tracts.
|Publisher:||McGraw-Hill School Education Group|
|Product dimensions:||6.30(w) x 9.32(h) x 0.98(d)|
About the Author
Jack Trout, one of the most famous names in the world of marketing strategy, is president of Trout & Partners. He is a popular speaker and the coauthor of such best-selling business classics as Positioning, The New Positioning, and Marketing Warfare. Trout's firm consults to such clients as AT&T, IBM, Merck, Southwest Airlines, and Warner-Lambert. He is based in Greenwich, Connecticut.
Steve Rivkin is coauthor of The New Positioning and head of his own communications consulting firm, whose clients include Kraft Foods, Olin Corp., and Horizon Health System. He is based in Glen Rock, New Jersey.