Jack Trout is President of Trout and Partners, one of the most prestigious marketing firms in the United States, with offices in 13 countries and a client list that includes ATT, IBM, Merrill Lynch, Sears and other fortune 500 companies. Recognized as one of the influential gurus of marketing, Trout was the first to popularize the idea of "positioning” products and ideas in the minds of consumers. A sought-after speaker, he is the author of numerous marketing classics including the bestselling Positioning: The Battle for Your Mind, The 22 Immutable Laws of Marketing and 1998’s The Power of Simplicity.