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A Genie's Wisdom
Book

A Genie's Wisdom

A Fable of How a CEO Learned to be a Marketing Genius

Jack Trout
Wiley, 2003

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Editorial Rating

5

Qualities

  • Well Structured
  • Concrete Examples

Recommendation

Are you mystified by marketing? If you are, fear not. Author and marketing authority Jack Trout - the man who "positioned" positioning in the minds of marketers - has planted a genie in a mysterious computer (the new age version of a bottle on the beach) and given him the task of answering core marketing questions. In this fictional tale - which attempts to emulate the success of fables such as Who Moved My Cheese and Fish, but falls short - Trout takes readers through the very basics, from defining the product's concept to what elements should be in a logo. Trout warns of seven marketing pitfalls to avoid. Using everyday language and the persistent but wealthy genie who explains it all, he breaks down the subject into small nuggets easily digested by even the least marketing-minded manager. While he does oversimplify, Trout contends that marketing is often made more complicated by the very people who profit from its complexity. Overall, getAbstract.com suggests this how-to book to business people who are unfamiliar with the marketing process.

Take-Aways

  • Marketing is not mystical or complicated; it simply involves bringing a product to the consumer while making money in the process.
  • A winning brand needs a good name and a key benefit that makes it distinct.
  • When creating new products, be the first in a product category and be sure your other products offer alternatives to your leader.

About the Author

Jack Trout is president of Trout & Partners, a U.S. marketing firm with offices in 13 countries. Trout popularized the idea of "positioning" products in the minds of customers. He is the author of numerous books on marketing, including Differentiate or Die: Survival in Our Era of Killer Competition and Big Trouble: Lessons Learned the Hard Way.

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