Examples,
Examples and more examples, all from corporate business and thats what makes the book an interesting read. All the ideas brought forth by Jack are supplemented with appropriate case studies. This adds to the charm of the book.
The book is categorised into three sections and each section is loaded with live supporting data:
Understanding the mind - The brain has remained a mystery because it is so hard to access. Overcommunication has changed the whole game of communicating with and influencing people.
The problem is a disease called clutter. We are strangling ourselves with a cord of unnecessary words, too many statistics and meaningless jargon.
Insecure managers create complexity. Clear, tough-minded people are the most simple.
Jack Trout takes this to the marketing concepts - the success of some brands against the failure of others.What the author says here is that the need today is to do away with the loads of information and start thinking the very
obvious, which is very simple.
Dealing with Change - To
survive, to avert what something which is termed as future shock, the individual must become infinitely more adaptable and capable than ever before. Companies that
lose sight of their markets quickly suffer the consequences.
Programs that recognize the power of simplicity and consistency are the ones that most often succeed. Organisations should learn to keep a step ahead with respect to the expected change. This becomes all the more important in todays fast changing world, much much more than ever before.
The tricks of the Trade - The name is the hook that lays the brand on the product ladder in the prospects mind.
e.g. A rose by any other name would not smell as sweet.
Jack summarises his observations and experiences in the six
positioning pitfalls which should be avoided by companies seeking to create a niche in their market space by repositioning themselves.
1. The obvious
factor - You miss the very obvious, you lose.
2. The future factor - Finding success today is what you must first worry about.
3. The cutesy factor - Don't be cute, Tell it like it is.
4. The would-be hero factor - Beware of people who measure every decision against their own personal agendas before they view it against the company agenda.
5. The numbers factor - Get your positioning and your programs implemented properly, and the numbers will come. But you've got to have some patience.
6. The tinkering factor - The road to chaos is paved with improvements.
The most important - the right people in the room.
Brilliant thinking never wins the day on its own merits. If you don't have the right people in the room, effective positioning becomes a long shot at best.
To quote from the last paragraph of the book,
"Most people can survive the old way. Most people can survive the new way. It's the transition that will kill you."
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