Using Robert Updegraff’s classic book The Story of a Successful Business Man as a stepping off point, Trout brings us back to the reality of what really makes marketing work. He calls us back to the obvious, and away from complexity, gimmicks and "clever" marketing ideas.
In the process of stating the obvious, his criticism of advertisers, marketers, researchers, big company strategies and Wall Street pressures doesn’t make him any friends. Trout calls marketers back to searching for that simple, obvious differentiating idea. And he backs it up with examples from the likes of GM, Coke, Wal-Mart, newspapers, and the beer business.
As Trout himself states, "If an idea is obvious to you, it will be obvious to your customers — which is why it will work."
The MP3 recording and slides from this event as well as a book summary for In Search of the Obvious will be available to listen to or download from your Online Library immediately after check-out.