…at least when it comes to Marketing.
I’m reading one of the best books on marketing that I’ve read in a long time.Â I read alot of books. (See what’s on my coffee table,Â in right bar)Â I’m always trying to learn from the best.Â I want to remain “up to speed” on the latest and greatest marketing strategies.Â However, there are some timeless truths in marketing – and this book by Jack Trout, “In Search of the Obvious -The Antidote for Today’s Marketing Mess” – is a must read for anyone serious about marketing.Â We’ll be discussing it from time to time over a Cup of Joe.
The book’s name borrows from it, andÂ the first chapterÂ summarizes it â€” Obvious Adams, The Story of a Successful Businessman â€” written by Robert R. Udegraff in 1916 is still applicable today.Â Like I said, timeless truths – so jump start your reading byÂ getting your FREE COPYÂ here.
A side note: The book was dedicated to Dick Maggiore, President & CEO of Innis Maggiore.Â Innis Maggiore (disclosure: my former employer) is the nation’s leading agency in the practice of positioning.Â Jack Trout is known asÂ the Father of Positioning.
I’ll leave you with this quote from the book, “Unfortunately, most advertising people look for the creative, not the obvious.Â For them, the obvious is too simple and not clever enough.Â The old guard â€” Leo Burnett, David Ogilvy, and Bill Bernbach â€” understood this.Â The new guard, whomever they are, don’t.”
Timeless Truths have a certain ring to them.Â You know it when youÂ read it.Â Read on.