Jack Trout Quotes

The essence of marketing is narrowing the focus. You become stronger when you reduce the scope of your operations. You can’t stand for something if you chase after everything.

All truth is relative. Relative to your mind or the mind of another human being. When you say, 'I’m right and the next person is wrong,' all you’re really saying is that you’re a better perceiver than someone else.

Everyone is interested in what's new. Few people are interested in what's better.

When you launch a new product, the first question to ask yourself is not 'How is this new product better than the competition?' but 'First what?' In other words, what category is this new product first in?

People don't like to change their minds. Once they perceive you one way, that's it. They kind of file you away in their minds as a certain kind of person. You cannot become a different person in their minds.

10. What books would you recommend to an aspiring entrepreneur? Some quick favorites: The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries and Jack Trout The 48 Laws of Power by Robert Greene The 33 Strategies of War by Robert Greene Antifragile: Things That Gain from Disorder by Nassim Nicholas Taleb The Fish That Ate the Whale: The Life and Times of America’s Banana King by Rich Cohen Wikinomics: How Mass Collaboration Changes Everything by Don Tapscott and Anthony D. Williams Contagious: Why Things Catch On by Jonah Berger The Pirate’s Dilemma: How Youth Culture Is Reinventing Capitalism by Matt Mason Rules for Radicals: A Pragmatic Primer for Realistic Radicals by Saul D. Alinsky The New New Thing: A Silicon Valley Story by Michael Lewis Here Comes Everybody: The Power of Organizing Without Organizations by Clay Shirky Purple Cow: Transform Your Business by Being Remarkable by Seth Godin Eleven Rings: The Soul of Success by Phil Jackson and Hugh Delehanty Billion Dollar Lessons: What You Can Learn from the Most Inexcusable Business Failures of the Last 25 Years by Paul B. Carroll and Chunka Mui Gonzo Marketing: Winning Through Worst Practices by Christopher Locke

My mother was addicted to being rich, to servants and unlimited charge accounts, to giving lavish dinner parties, to taking frequent first-class trips to Europe. So one might say she was tormented by withdrawal symptoms all through the Great Depression. She was acculturated! Acculturated persons are those who find that they are no longer treated as the sort of people they thought they were, because the outside world has changed. An economic misfortune or a new technology, or being conquered by another country or political faction, can do that to people quicker than you can say “Jack Robinson.” As Trout wrote in his “An American Family Marooned on the Planet Pluto”: “Nothing wrecks any kind of love more effectively than the discovery that your previously acceptable behavior has become ridiculous.” He said in conversation at the 2001 clambake: “If I hadn’t learned how to live without a culture and a society, acculturation would have broken my heart a thousand times.” ***

In the meantime, I tried my best to acclimate to my new life in the middle of nowhere. I had to get used to the fact that I lived twenty miles from the nearest grocery store. That I couldn’t just run next door when I ran out of eggs. That there was no such thing as sushi. Not that it would matter, anyway. No cowboy on the ranch would touch it. That’s bait, they’d say, laughing at any city person who would convince themselves that such a food was tasty. And the trash truck: there wasn’t one. In this strange new land, there was no infrastructure for dealing with trash. There were cows in my yard, and they pooped everywhere--on the porch, in the yard, even on my car if they happened to be walking near it when they dropped a load. There wasn’t a yard crew to clean it up. I wanted to hire people, but there were no people. The reality of my situation grew more crystal clear every day. One morning, after I choked down a bowl of cereal, I looked outside the window and saw a mountain lion siting on the hood of my car, licking his paws--likely, I imagined, after tearing a neighboring rancher’s wife from limb to limb and eating her for breakfast. I darted to the phone and called Marlboro Man, telling him there was a mountain lion sitting on my car. My heart beat inside my chest. I had no idea mountain lions were indigenous to the area. “It’s probably just a bobcat,” Marlboro Man reassured me. I didn’t believe him. “No way--it’s huge,” I cried. “It’s seriously got to be a mountain lion!” “I’ve gotta go,” he said. Cows mooed in the background. I hung up the phone, incredulous at Marlboro Man’s lack of concern, and banged on the window with the palm of my hand, hoping to scare the wild cat away. But it only looked up and stared at me through the window, imagining me on a plate with a side of pureed trout. My courtship with Marlboro Man, filled with fizzy romance, hadn’t prepared me for any of this; not the mice I heard scratching in the wall next to my bed, not the flat tires I got from driving my car up and down the jagged gravel roads. Before I got married, I didn’t know how to use a jack or a crowbar…and I didn’t want to have to learn now. I didn’t want to know that the smell in the laundry room was a dead rodent. I’d never smelled a dead rodent in my life: why, when I was supposed to be a young, euphoric newlywed, was I being forced to smell one now? During the day, I was cranky. At night, I was a mess. I hadn’t slept through the night once since we returned from our honeymoon. Besides the nausea, whose second evil wave typically hit right at bedtime, I was downright spooked. As I lay next to Marlboro Man, who slept like a baby every night, I thought of monsters and serial killers: Freddy Krueger and Michael Myers, Ted Bundy and Charles Manson. In the utter silence of the country, every tiny sound was amplified; I was certain if I let myself go to sleep, the murderer outside our window would get me.

Simplicity is not as attractive as complexity.

Mel was just here. She’s complaining about the food.” “Huh?” Jack answered. “Mel?” “Yeah. She says my food is making her fat.” Jack chuckled. “Oh, that. Yeah, she’s making noises about that. Don’t worry about it.” “She didn’t make it sound like I shouldn’t worry about it. She was pretty much loaded for bear.” “She had two babies in fourteen months, plus a hysterectomy. And—she doesn’t like to be reminded about this—she’s getting older in spite of herself. Women get a little thicker. You know.” “How do you know that?” “Four sisters,” Jack said. “It’s all women ever worry about—the size of their butts and boobs. And thighs—thighs come up a lot.” “She yelled at me,” he said, still kind of startled. Paul laughed and Jack just shook his head. “Did you tell her that?” Preacher asked. “About women getting thicker with age?” “Do I look like I have a death wish? Besides, I don’t think she’s getting fat—but my opinion about that doesn’t count for much.” “She wants salads. And fresh fruit.” “How hard is that?” Jack asked. “Not hard,” Preacher said with a shrug. “But I don’t stuff that pie down her neck every day.” A sputter of laughter escaped Paul, and Jack said, “You’re gonna want to watch that, Preach.” “She wants me to use less butter and cream, take a few calories out of my food. Jack, it isn’t going to taste as good that way. You can’t make sauces and gravies without cream, butter, fat, flour. People love that stuff, salmon in dill sauce, fettuccine Alfredo, stuffed trout, brisket and garlic mash. Stews with thick gravy. People come a long way for my food.” “Yeah, I know, Preach. You don’t have to change everything—but make Mel a little something, huh? A salad, a broiled chicken breast, fish without the cream sauce, that kind of thing. You know what to do. Right?” “Of course. You don’t think she wants everyone in this town on a diet? Because she says it’s not healthy, the way I cook.” “Nah. This is a phase, I think. But if you don’t want to hear any more about it, just give her lettuce.” He grinned. “And an apple instead of the pie.” Preacher shook his head. “See, I think no matter what she says, that’s going to make her pissy.” “She said it’s what she wants, right?” “Right.” “May the force be with you,” Jack said with a grin.

como dicen Al Ries y Jack Trout en la ley de la percepción, «el marketing no es una batalla de productos, es una batalla de percepciones»

The world is round,” said Christopher Columbus. “No, it’s not,” said the public, “it’s flat.” To convince the public otherwise, fifteenth-century scientists first had to prove that the world wasn’t flat. One of their more convincing arguments was the fact that sailors at sea were first able to observe the tops of the masts of an approaching ship, then the sails, then the hull. If the world were flat, they would see the whole ship at once. All the mathematical arguments in the world weren’t as effective as a simple observation the public could verify themselves.

I obviously love Jack the Horse Tavern in Brooklyn Heights. The smoked trout salad is what lures me back again and again; it's indicative of the offbeat menu that also includes baked eggs, buckwheat pancakes, and a shrimp club sandwich. Everything at the Farm on Adderly is fresh and tasty. This Ditmas Park pioneer keeps it simple and refined: a smoked pollock cake with harissa mayonnaise, french toast with apple compote, and a kale salad with dried cherries and hazelnuts. Yes, please! Tucked away in the north of ever-popular DUMBO, Vinegar Hill House feels like you've actually trekked to Vermont. In the rustic ambiance, you can indulge in fancy cocktails along with the oversized sourdough pancake, tarragon-accented omelet, or eggs Benedict topped with pickled onion. Buttermilk Channel is the ultimate indulgence- pecan pie french toast, Provençal bean stew, a house-cured lox platter. Because of the over-the-top menu and portions, this Carroll Gardens bistro hops all day, every Sunday.

Doing Poetry Poem, you sonofabitch, it's bad enough that I embarrass myself working so hard to get it right even a little, and that little grudging and awkward. But it's afterwards I resent, when the sweet sure should hold me like a trout in the bright summer stream. There should be at least briefly access to your glamour and tenderness. But there's always this same old dissatisfaction instead.