IN SEARCH OF THE OBVIOUS

IN SEARCH OF THE OBVIOUS

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his book could upset a lot of
people!
This is the first book to state the obvious. Marketing is a mess.
Marketing guru Jack Trout intends to make a lot of people, who
made the mess, very uncomfortable:
• Advertisers are criticized as people who look for the creative
andedgy, not the obvious. They will not be happy.
• Marketing people are criticized for getting hopelessly
entangled in corporate egos and complicated projects. They
will not be happy.
• Research people are criticized for generating more confusion
than clarity. They will not be happy.
• Some big companies are criticized for their ill-fated
marketing programs or lack of proper strategy. They will not
be happy.
• Wall Street is criticized for putting too much emphasis on
unnecesary growth that can be destructive to a brand. They will ignore this criticism and continue trying to make as
much money as they can.
• This book is not written to make people happy but to explain
to marketers what their real problem is. Only then will they
begin to look for the obvious solutions that will separate their
products from their competitors – in a way that is equally
obvious to customers. All this comes with no jargon, no
numbers, no complexity, and a great deal of common sense.

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