Jack Trout
Jack Trout
Jack Trout is an owner of Trout & Partners, a consulting firm. He is one of the founders and pioneers of positioning theory and also marketing warfare theory...
break good innovate next problems product question talk trying
What they're trying to say is, we have problems, but we're trying to innovate our way out of our problems. But the next question is, show me the innovation. And that will make or break Ford. I think it's very important for them to come up with some good product to talk about.
calories forget maybe people terrific
Maybe if people think they have this terrific quality, then they'll forget about the calories and the fat,
brands bring classic history people sort using
People like to bring back the old stuff. These are all classic brands so they have a history ... it is sort of reintroducing the brand to a new generation, using the old symbols.
category heritage powerful stick
These things stick in people's minds. Heritage in a category is a very powerful differentiator.
move quickly ton trick
The trick is to move quickly if you're going to move at all, and come down with a ton of bricks,
attack companies happened hard obsolete technology willing
You have to be willing to attack yourself, making your own technology obsolete with new products. It's hard for some companies to do that, and if you don't, someone will. That's what happened to them.