The search for any marketing strategy is the search for the
In this audiobook, marketing guru, Jack Trout clears up the
confusion that surrounds the marketing profession. Instead of focusing on
segmentation or customer retention or search engine optimization or data
mining, marketers should be searching for that simple, obvious differentiating
idea. Marketers not looking for the obvious had better have a very low
To bring these principles for finding the obvious to life, Trout
finds obvious solutions to today’s troubles for the likes of GM, Coke,
Wal-Mart, newspapers, and the bewildering beer business. The fundamental
problem is that professional marketers overlook the most obvious and effective
ideas entirely, in an attempt to be clever or creative. But if an idea is
obvious to you, it will be obvious to your consumer—which is why it will work.
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