18 Burst results for "Jack Trout"

"jack trout" Discussed on Lochhead on Marketing

Lochhead on Marketing

07:42 min | 4 months ago

"jack trout" Discussed on Lochhead on Marketing

"All right. So i wanted to share with you something that my wife. Carrie ann i did the first At the beginning of the new year. And that's We sat down and we reviewed everything that both of us were subscribed to and we sorta did a purge and a respectful and together. We said you know what kind of content do we love. What do we want to learn This year what should we stop consuming. What should we start consuming and we did this very thoughtful very proactively over the course of about an hour and the high here for me is. I think it's important to be very very careful. Whose ideas that you let into your brain you know. We only have so much brain shelf space and we only have so much. Time to consume books podcasts Whatever the case you tubes whatever we like to consume and so being very thoughtful about what we put into our brain is actually a very important thing and i think there we put some shit in our head. That can hurt us pretty badly. You know if you're a longtime listener you know Have no love for the hustle stars. And i think they've done more damage to entrepreneurs and marketers than any recent group in history For a simple example you. I've heard hustle porn star. Say hustles the most important word the english language. Well i've also heard hustle porn star. Say no one ever worked himself to death well in japan they have a word for it. It's called karoshi and it translates into death by overwork. So nonstop hustling for twenty. Five years is probably not what you want to do. In addition even worse maybe is. You can hustle all you want but there's a difference between hard work and smart work hamsters hustle in their wheels to and they don't get anywhere. So what's your hustling about matters. And if you're a regular listener you know that i believe that Legends become known for a niche. That they own. So if you're hustling to design your own category that's one thing. If you're hustling trying to compete with an entrenched category king. You're gonna be in for a world of pain and yet millions and millions of business people still consume the stupidities of these hustle porn stars every day and the marketing and entrepreneur. World is stuffed with stupid ideas. Here's another example that drives me nuts minimum viable product. Why is this a good idea. Who the fuck said we. The first thing we deliver to the world should be something called a minimum viable product. It should be called a product. You fucking think is legendary and awesome and you wanna share with the whole world nother just dumb dumb dumb. I could go on with a very long list of very dumb ideas that are marketed to marketers and entrepreneurs all the time the bottom line is be very thoughtful about what you put in your brain because what you put in your brain is what you get out of your life now. Personally i like to go back to some of. Oj's peter drucker can touch him he. He's the original management thinker. His book the effect of executive changed my life by way of example. David ogilvy david. Ogilvy david ogilvy. If you're an entrepreneur if you're a marketer you're not a student of david ogilvy get on it. I go back and look at it all the time. Another one you might love in a similar vein is george lois. He sort of the punk rock version of david. Ogilvy check him out also. Of course the geez of positioning. Our reese and jack trout the so i love to go back and look at a lot of the original masters now some of the newer things that i love checking out is Check out a master class. This is incredible way to learn how to do to be taught writing by malcolm gladwin by way of example or taught how to do a three point shot by None other than steph curry. They have legendary people in many many different domains teaching their skills. It's an incredible product. Love masterclass podcast. You might wanna check out and this is not an extensive example or an extensive list. It's just an example of a few. That i like One of the jeez of marketing podcasts. Marketing over coffee by my buddy john wall and his partner. Christopher penn legendary Venture capitalists mike. Maples junior. his podcast is called. Starting greatness insanely great. Another legendary entrepreneur. Podcast is called no bowl and it's created by my buddies paul martinez and randy comas. And it features that teaching of the legendary bill campbell. Who was none other than steve. Jobs is coach if you're in the b. two b. world couple of podcasts. I love dave gerhardt's b. to b. marketing leaders. Podcast check it out. G. is emerging og. He's awesome My buddy brian burns has the One of the top sales podcast for b. two b. people be to be revenue leadership and the brutal truth about sales and selling brian burns. Check him out. And then the other one i like on sort of the lead gen funnel management Get leads enclosed shit online in the more beat. A sea world is russell brunson and he's got a whole series of podcasts and books most of them have the word secrets in them. Checkout marketing secrets podcasts. And he's all about hooks and offers and driving traffic and all of that stuff so those are just a couple to think about but most importantly i'm encouraging you to sit down and ask yourself a couple of key questions. What the kind of content i love. What do i most want to learn in the next twelve months. What should i stop consuming. What should i start consuming and remember. Be very careful whose ideas you let into your head because your thoughts become your actions your actions become your outcomes and your outcomes become your life all right we would like to thank our good friends at trinet. At dot net building legendary b2b websites in silicon valley for over twenty years. Check them out. Autrey dot net today. If you're in australia and you to do legendary marketing check out my friends at rapid media dot com dot. Au today that's rapid media dot com dot au also want to remind you checkout lockhead dot com and sign up for our brand new newsletter category pirates. All right this is the sole property lockhead odd cast network need to also remind you it goes way better with libations if you like it enough to listen why not share with your whole team. Today's information is provided to solely for informational purposes. Please consult your lawyer. Shamanistic doctor and bartenders before acting on today's information. Please don't forget to tip your wait staff. We're produced an edited by the goat. Jason filipo and one of the pieces of content. You should put on your list. Is his podcast grumpy. Old geeks if you're in the tech space. You're gonna love it. Jason phillip grumpy old geeks. Sarah knox jamie j. do legendary technical execution and they build loc dot com shown by the wonderful. Diane jovencio candy. Danny keeps all the trains running on time. Don't forget listen to george. Carlin in. Tom waits was right. All right. stay legendary my friends And the thought. I'll leave you with until we're together again comes from me. Thinking about thinking is the most important kind of thinking..

paul martinez randy comas george lois australia Jason filipo john wall dave gerhardt japan Five years malcolm gladwin george Sarah knox Jason phillip David ogilvy russell brunson steve jamie j. millions Danny peter drucker
"jack trout" Discussed on Lochhead on Marketing

Lochhead on Marketing

06:18 min | 4 months ago

"jack trout" Discussed on Lochhead on Marketing

"All right. So i wanted to share with you something that my wife. Carrie ann i did the first At the beginning of the new year. And that's We sat down and we reviewed everything that both of us were subscribed to and we sorta did a purge and a respectful and together. We said you know what kind of content do we love. What do we want to learn This year what should we stop consuming. What should we start consuming and we did this very thoughtful very proactively over the course of about an hour and the high here for me is. I think it's important to be very very careful. Whose ideas that you let into your brain you know. We only have so much brain shelf space and we only have so much. Time to consume books podcasts Whatever the case you tubes whatever we like to consume and so being very thoughtful about what we put into our brain is actually a very important thing and i think there we put some shit in our head. That can hurt us pretty badly. You know if you're a longtime listener you know Have no love for the hustle stars. And i think they've done more damage to entrepreneurs and marketers than any recent group in history For a simple example you. I've heard hustle porn star. Say hustles the most important word the english language. Well i've also heard hustle porn star. Say no one ever worked himself to death well in japan they have a word for it. It's called karoshi and it translates into death by overwork. So nonstop hustling for twenty. Five years is probably not what you want to do. In addition even worse maybe is. You can hustle all you want but there's a difference between hard work and smart work hamsters hustle in their wheels to and they don't get anywhere. So what's your hustling about matters. And if you're a regular listener you know that i believe that Legends become known for a niche. That they own. So if you're hustling to design your own category that's one thing. If you're hustling trying to compete with an entrenched category king. You're gonna be in for a world of pain and yet millions and millions of business people still consume the stupidities of these hustle porn stars every day and the marketing and entrepreneur. World is stuffed with stupid ideas. Here's another example that drives me nuts minimum viable product. Why is this a good idea. Who the fuck said we. The first thing we deliver to the world should be something called a minimum viable product. It should be called a product. You fucking think is legendary and awesome and you wanna share with the whole world nother just dumb dumb dumb. I could go on with a very long list of very dumb ideas that are marketed to marketers and entrepreneurs all the time the bottom line is be very thoughtful about what you put in your brain because what you put in your brain is what you get out of your life now. Personally i like to go back to some of. Oj's peter drucker can touch him he. He's the original management thinker. His book the effect of executive changed my life by way of example. David ogilvy david. Ogilvy david ogilvy. If you're an entrepreneur if you're a marketer you're not a student of david ogilvy get on it. I go back and look at it all the time. Another one you might love in a similar vein is george lois. He sort of the punk rock version of david. Ogilvy check him out also. Of course the geez of positioning. Our reese and jack trout the so i love to go back and look at a lot of the original masters now some of the newer things that i love checking out is Check out a master class. This is incredible way to learn how to do to be taught writing by malcolm gladwin by way of example or taught how to do a three point shot by None other than steph curry. They have legendary people in many many different domains teaching their skills. It's an incredible product. Love masterclass podcast. You might wanna check out and this is not an extensive example or an extensive list. It's just an example of a few. That i like One of the jeez of marketing podcasts. Marketing over coffee by my buddy john wall and his partner. Christopher penn legendary Venture capitalists mike. Maples junior. his podcast is called. Starting greatness insanely great. Another legendary entrepreneur. Podcast is called no bowl and it's created by my buddies paul martinez and randy comas. And it features that teaching of the legendary bill campbell. Who was none other than steve. Jobs is coach if you're in the b. two b. world couple of podcasts. I love dave gerhardt's b. to b. marketing leaders. Podcast check it out. G. is emerging og. He's awesome My buddy brian burns has the One of the top sales podcast for b. two b. people be to be revenue leadership and the brutal truth about sales and selling brian burns. Check him out. And then the other one i like on sort of the lead gen funnel management Get leads enclosed shit online in the more beat. A sea world is russell brunson and he's got a whole series of podcasts and books most of them have the word secrets in them. Checkout marketing secrets podcasts. And he's all about hooks and offers and driving traffic and all of that stuff so those are just a couple to think about but most importantly i'm encouraging you to sit down and ask yourself a couple of key questions. What the kind of content i love. What do i most want to learn in the next twelve months. What should i stop consuming. What should i start consuming and remember. Be very careful whose ideas you let into your head because your thoughts become your actions your actions become your outcomes and your outcomes become your

paul martinez randy comas george lois australia Jason filipo john wall dave gerhardt japan Five years malcolm gladwin george Sarah knox Jason phillip David ogilvy russell brunson steve jamie j. millions Danny peter drucker
You Are What You Subscribe To

Lochhead on Marketing

06:18 min | 4 months ago

You Are What You Subscribe To

"All right. So i wanted to share with you something that my wife. Carrie ann i did the first At the beginning of the new year. And that's We sat down and we reviewed everything that both of us were subscribed to and we sorta did a purge and a respectful and together. We said you know what kind of content do we love. What do we want to learn This year what should we stop consuming. What should we start consuming and we did this very thoughtful very proactively over the course of about an hour and the high here for me is. I think it's important to be very very careful. Whose ideas that you let into your brain you know. We only have so much brain shelf space and we only have so much. Time to consume books podcasts Whatever the case you tubes whatever we like to consume and so being very thoughtful about what we put into our brain is actually a very important thing and i think there we put some shit in our head. That can hurt us pretty badly. You know if you're a longtime listener you know Have no love for the hustle stars. And i think they've done more damage to entrepreneurs and marketers than any recent group in history For a simple example you. I've heard hustle porn star. Say hustles the most important word the english language. Well i've also heard hustle porn star. Say no one ever worked himself to death well in japan they have a word for it. It's called karoshi and it translates into death by overwork. So nonstop hustling for twenty. Five years is probably not what you want to do. In addition even worse maybe is. You can hustle all you want but there's a difference between hard work and smart work hamsters hustle in their wheels to and they don't get anywhere. So what's your hustling about matters. And if you're a regular listener you know that i believe that Legends become known for a niche. That they own. So if you're hustling to design your own category that's one thing. If you're hustling trying to compete with an entrenched category king. You're gonna be in for a world of pain and yet millions and millions of business people still consume the stupidities of these hustle porn stars every day and the marketing and entrepreneur. World is stuffed with stupid ideas. Here's another example that drives me nuts minimum viable product. Why is this a good idea. Who the fuck said we. The first thing we deliver to the world should be something called a minimum viable product. It should be called a product. You fucking think is legendary and awesome and you wanna share with the whole world nother just dumb dumb dumb. I could go on with a very long list of very dumb ideas that are marketed to marketers and entrepreneurs all the time the bottom line is be very thoughtful about what you put in your brain because what you put in your brain is what you get out of your life now. Personally i like to go back to some of. Oj's peter drucker can touch him he. He's the original management thinker. His book the effect of executive changed my life by way of example. David ogilvy david. Ogilvy david ogilvy. If you're an entrepreneur if you're a marketer you're not a student of david ogilvy get on it. I go back and look at it all the time. Another one you might love in a similar vein is george lois. He sort of the punk rock version of david. Ogilvy check him out also. Of course the geez of positioning. Our reese and jack trout the so i love to go back and look at a lot of the original masters now some of the newer things that i love checking out is Check out a master class. This is incredible way to learn how to do to be taught writing by malcolm gladwin by way of example or taught how to do a three point shot by None other than steph curry. They have legendary people in many many different domains teaching their skills. It's an incredible product. Love masterclass podcast. You might wanna check out and this is not an extensive example or an extensive list. It's just an example of a few. That i like One of the jeez of marketing podcasts. Marketing over coffee by my buddy john wall and his partner. Christopher penn legendary Venture capitalists mike. Maples junior. his podcast is called. Starting greatness insanely great. Another legendary entrepreneur. Podcast is called no bowl and it's created by my buddies paul martinez and randy comas. And it features that teaching of the legendary bill campbell. Who was none other than steve. Jobs is coach if you're in the b. two b. world couple of podcasts. I love dave gerhardt's b. to b. marketing leaders. Podcast check it out. G. is emerging og. He's awesome My buddy brian burns has the One of the top sales podcast for b. two b. people be to be revenue leadership and the brutal truth about sales and selling brian burns. Check him out. And then the other one i like on sort of the lead gen funnel management Get leads enclosed shit online in the more beat. A sea world is russell brunson and he's got a whole series of podcasts and books most of them have the word secrets in them. Checkout marketing secrets podcasts. And he's all about hooks and offers and driving traffic and all of that stuff so those are just a couple to think about but most importantly i'm encouraging you to sit down and ask yourself a couple of key questions. What the kind of content i love. What do i most want to learn in the next twelve months. What should i stop consuming. What should i start consuming and remember. Be very careful whose ideas you let into your head because your thoughts become your actions your actions become your outcomes and your outcomes become your

Carrie Ann Ogilvy David Ogilvy George Lois Malcolm Gladwin Steph Curry Brian Burns David Ogilvy Peter Drucker Jack Trout Christopher Penn Maples Junior David Japan Paul Martinez Randy Comas Ogilvy Dave Gerhardt Reese John Wall
"jack trout" Discussed on Republic Keeper - with Brian O'Kelly

Republic Keeper - with Brian O'Kelly

05:54 min | 7 months ago

"jack trout" Discussed on Republic Keeper - with Brian O'Kelly

"We had a war declared on us right by the radical jihadis. Right then they had already been declared war on his back in a three hundred years ago. That's why the marine corps was formed right from the shores of tripoli right they were formed to deal with the barbary pirates. So this is nothing new. This this islam. Trying to take on america's nothing new okay But that was a declaration of war against us and the obama administration after the boost bush administration started treating terrorism as a law enforcement matter. We're gonna we're gonna prosecute him. We're going to bring them to justice. Well treating things as a law enforcement matter is a very different thing than treating things as an act of war as a military matter. You've got a civilian justice system and you've got a military justice right in the civilian deal. You need to bring people to record law. They have defense attorney all that kind of stuff in the military deal you don't. It doesn't work that way. If that's an enemy combatant you are authorized if your order to take them out there throughout all the rules of engagement right but with enrolls engagement military's a whole different ballgame. So here's something we have to understand. All of us me included okay. We're citizens right. We have limited perspective really limited perspective. We only know so much. We know what's in the public domain. Do i have any illusions that my view of the situation is at all what anybody in an operational capacities view is not even close. I've no idea all i is. What's in the news. And i know that what's in the news is super incomplete right. If i thought it was complete. I'd be frightened. But it's not complete. Now we're not insiders rates to recognize the limitations of our position perspective right and but there are things that are that are knowable and if we pull the noble things together we can start to see a narrative of what's really happening and that's what i'm going to. I'm going to share with you today so i've studied military strategy. Not because a military guy. I'm not never served never did. I've studied it for the same reason. Trump studied it because military strategy has application of business. My first introduction to it was A book called marketing warfare. And it was by the guys who wrote the The book on Branding jack trout. And i'm gonna forget their names now. Jack trout's the one of the guys. The book was marketing warfare. And they paralleled in this book The thinking of prussian general carl von clausewitz in his military applications and parallel to business. That was my first real introduction to that and subsequent to that i went and bought on war by von clausewitz and read it and i also read sun sue and you know robbery lee road several other military strategists because a lot of business is gideo- inside the head your competitors getting inside the head of of Getting inside your own head right and just kind of figuring out. What what you're gonna do and little things like Sun tzu said One of the things. I always think of he said a wagon of your enemies. Goods is better than two of your own. Yeah i mean it's good to be stocked up but it's even better if you could store. Starve them out. Right and so There's there's a lot of application in business from these military strategies. That's why i've studied. So that's why trump studied it will trump apparently For a long time it's been planning to be president so He had been thinking in. You look back in the quotes back in the eighties and you find trump talking about the geopolitical way back. Then so he's been thinking about this a lot longer than i have longer than probably you have and one day i've i've for sure is that trump is about ten times smarter than i am on everything. He's two steps ahead and i. I'm i've given up predicting what he's going to do next. But for one simple prediction. I predict donald trump win. And i don't see him. Adopting a losers posture right now. Now it's important understand. The every crime ever committed every military attack. That was ever begun. Every one of these things that ever started began with the presumption of success right. Napoleon went to waterloo. Not expecting to lose right. I mean the reality is that this is the expectation was that he would win an every criminal that robs a bank that gets thinks he won't get caught. You know every criminal things are not. They're to get away with it so we have to understand that that the people who began this process of trying to steal the election they they believed what too many of you believe. And that's that the media has power and that's the public is easily fooled and that's that trump was stupid. That's what they believed and they were wrong. All of that. And i'm going to show you okay. So it's important to know that every one of these things begins with the assumption of success the presumption of success right but in the end. What we find is that the presumption of success ends up many times in failure right. not every attack succeeds. Not.

donald trump Jack trout carl von clausewitz tripoli marine corps Napoleon obama administration america attorney robbery waterloo president
"jack trout" Discussed on The Fractal Marketing Podcast - with Gerard Doyle

The Fractal Marketing Podcast - with Gerard Doyle

06:24 min | 1 year ago

"jack trout" Discussed on The Fractal Marketing Podcast - with Gerard Doyle

"A call pillar to your brand if you can't decide or describe what your company does in a compact form aw possible that you aren't sure yet what your company actually does so positionings of Maine described as the organizational system for finding a window in your mind and that's how how Riessen Jack Trout described it in their book the positioning a battle for your mind which was a groundbreaking work in nineteen ninety-one and I mean I I was only three at the time and so obviously didn't read it when it came out but it's something that I've seen reference time and time again but if like me you're not a real raider and you're reading that book back in Nineteen ninety-one want any learn through visual guides then you'll be happy to know that most of the positioning statements these days start with a visual diagram a map and like I said before you recognize kick nuys these maps because it's an access x and a y axes and all your competitors will be plotted on that access and the two axes will have two variables so they either one you recognize and because of that nature and to the right is always better that's where you looked position you map so we see startups put these in their pitches all the time and I generally consider with startups that kind of to kind of companies with talking about we've got disruptors and we've got innovators and the type of start up the EUA will change the way that you create your positioning map so disrupting stops in the business that I see around the efficiency in existing market near they tempt to change the way democracy functions whereas the innovators arguably the more crazy founders if you don't already consider as crazy in the first place trying to to create an entirely new industry so let's try to give you some examples and examples and have a perfect but hopefully it works for Uber the classic Exac- of a startup we use in a lot of our positioning statements as well he's disrupting the taxi industry while space x for example is creating commercial social space travel now to further explain the difference because I currently can't buy a ticket to the moon space X is creating that new market however I could already book a taxi so herb is simply disrupting the white ibook taxis and the way that that's done as we work through opposition maps you'll find easy to frame amyot disrupting start up against already existing concepts like taxis and that's why I said Cuba's an example that we talk about all the time because you'll hit businesses pitched themselves as being all all the AIRBNB four in fact I think in the last episode I was talking about exactly that it was the AIRBNB pat minding so you can see how easy positioning statement is if you base it off something does already in existence you're disrupting the white you do it you know creating an entirely new market whereas if you go back to the previous episode speaking to anti ordinary that's a situation where they're trying to create a whole new market a new way of doing something so so you've got the concept that I'm talking about here and you want to find your spot up into the right of as access so you'll need to find and show the proof that your target persona can align to this so let's see how we do this let's think about how we assess a positioning map I because often if we think about who was selling it to that helps us decide how we want to go about doing so I generally think about positioning maps and the way that I judge them through three questions and I'd like to think investors think the same way as well so any investors listening if you're on trump and criticized this feel free I love love a debate but the first question I ask is g genuinely do I genuinely only believed that you've placed your company in the correct spot right this is just fundamental some found is a delusional vow pretend they're always top right and they'll put wonderful things on these ZAC season so to say you're going to be the highest quality and the best customer service but really believe that then the hull positioning map falls apart so that's the first question the second question is do I believe that a customer could view the market through the Lens that you've described so when you're picking your two axes do I believe that a customer will look at these two axes and ah yes that's super important to me Oh yes I'm willing to consider the market in that way and the third question is is the market big enough because it's easy to find awesome clean air it's easy to find a space where nobody else's competing but is there a market for I don't know Vegan inspired Qasr maybe there is maybe there isn't but if I didn't believe that is big enough if veganism isn't a big enough movement yet to play in the mainstream market than is probably not investment that I wanna make therefore the subs probably not going it works or the positioning map fails on that test now we've been talking about these axes and magical axes and the rain weather are important is because the questions largely based ice around what she select so this is a huge part of your business and your positioning before you get into a tactical marketing to decide what am I two axes going to bait now now my general rule is I don't want an axes being negative and the reason why I don't want it being negative is because I don't believe competitors will position Russian themselves in that place so what I mean by that is if you position your production say our progress coming to be high quality and all the competitors products a low low-quality we sort of think well what business would actively position themselves as low quality so you're not the alternative to anything to have a position I believe correctly formatted no matter how you have to believe that other companies actively trying to position themselves in some way in that place now I've seen plenty of examples that I love that don't do this but I think this diligence allegiance makes your positioning map way more robust had it makes you really think about how you can cop out a unique place in the market and the reason why this is a superior way to approach rather than just sort of having good and bad opposite ends of axes is because it's so easy for everybody to be striving towards the end and so you're not going to be unique in your position officious you're just going to be a level different from everybody else and so you're GonNa be constantly competing if you have a genuinely unique way of looking at a market you've got a chance of standing out right so in the interest of you trying to discover the best way to approach this I've got a couple of axes options that you might consider the first and the most obvious is priced but price is one of the original full pays of advertising but it's not one of my seven pays of Saddam marketing and the reason is is that innovation and.

"jack trout" Discussed on Lochhead on Marketing

Lochhead on Marketing

05:45 min | 1 year ago

"jack trout" Discussed on Lochhead on Marketing

"All right there's this word differentiation originate shun is it really different or is it better and say differentiation let me tell you about our differentiator 's what really comes do a brainstorm with a group of people in in your in your Alpha Your Business Wall don't Adam don't say anything just say hey what our differentiator is what makes us different Dan ask people and be ruthless about this really different and what you're probably going to find out when you do this exercise is why does this matter it matters because different forces sumer world for generations is Pepsi Pepsi runs these idiot than Coke Pepsi's more refreshing than Coke more people in a blind taste test prefer with this better game whatever you're comparing yourself ultimately is the thing that you're giving Ackley this reason and the different conversation forces the choice yes if I say to you what do you feel like tonight thin crust pizza or deep knocked off of they want to be perceived as unique as distinct as hard that's what marketing is about it's about distinguishing yourself and when we get caught on TV is a better argument you want to be different you wanNA stand alone to you that different is the ultimate source of unfair better faster cheaper all right we would like to thank the Good L. Marketing people are reading on the Internet today for stories of inspiration about innovation amount and Palmar the founder and CEO positive marketing dear friend money to immutable laws of marketing by the Oh Jeez our reese and Jack Trout check get my grandpa checkout grumpy old each wherever you get legendary podcasts wherever you get legendary books and the thought I'll leave you with comes from Coco Chanel who said follow your different.

"jack trout" Discussed on Christopher Lochhead Follow Your Differentâ„¢

Christopher Lochhead Follow Your Differentâ„¢

04:17 min | 1 year ago

"jack trout" Discussed on Christopher Lochhead Follow Your Differentâ„¢

"Reinvest in and it really really do that but the other the other book I read and I know you you kind of make fun of it but I loved the position you know rise in Jack Trout I mean can be so dull if you can find a great ad copywriter stealing oh I'm just gonNa tell you call Schaefer honey copy.

Schaefer
"jack trout" Discussed on I Love Marketing with Joe Polish and Dean Jackson

I Love Marketing with Joe Polish and Dean Jackson

03:25 min | 2 years ago

"jack trout" Discussed on I Love Marketing with Joe Polish and Dean Jackson

"You have a need for lifestyle. You have a need for satisfaction, right? And the the. You have a need to impact people and leave a legacy and it's like meet those needs. I. 'cause if you're not meeting those needs as well, go be an banker, right? And then the only need you're gonna get met is money, and let's be honest. Like how many I bankers feel like they're saving the wheels, not a lot. I don't. I don't know. I don't know that many bankers, but if you're gonna compromise on all that other crap, then go find another job. You make a ton of sacrifices to be an entrepreneur. You sacrifice your stability Usak or face peace of mind. You sacrifice, plausible deniability, you know, whatever your company does. That's you doesn't matter if one of your employees did at the end of the day. That's your responsibility and and in exchange for those sacrifices, you better get something in return and it should be freedom because I believe that freedom is the new currency, like I would rather make half a million a year and be free in trouble whenever I want. They make five million a year and be locked in and go to the office from seven AM to nine PM. Like a lot of I bankers do you know you're right, and I think most people so that termite beakers? Yeah. Expand on investment bankers. You know the folks working to Goldman Sachs trying to push out IPO's and yeah. And so the thing with I, I do believe that too. I actually Dan Sullivan years ago by decade ago asked, he's like, what's what's the one word that you think represents what we're doing here at strategic coach? And he asked everyone in, I told him, I said, well, what's one word? Because he had, I think he just read, you know, now rise Jack trout book on position or something. And I said, well, I think the word is freedom and he took that role seriously and he went and recorded the ten freedoms of the entrepreneur to all these sort of different. But it's true. And so there's a lot of people that live in prisons with golden bars. Yes, and I think that's another great one. Most of the prisons in our lives we build and especially as entrepreneurs and that's why sold my last company. 'cause I had to go into the office every single day, and there was a culture that was toxic and I didn't enjoy it. And you know that competitor that I talked about earlier with screen. And so I literally built this prison that I was living in and I realized even now not too long ago, I realized like I don't have an office. I go to. We work once in a while, but like I'm still in prison. Like how often do I actually fly across the world and hang out with my buddy Jo. And how often do I go sit on the beach, live ten minutes from the beach. You know? Like how often do I do it? And how often do I go fly fishing in like I'm still in prison. The prison is just sitting on my laptop and you know, checking, payments statements and replying to emails. Right, right. So the the, the key takeaway here with that is that you're like, I think life is you get on track, you're doing well, maybe you're fitness is great. Maybe you're feeling good. You don't have body pain, you're sleeping well, you have a great relationship and then life happens, which is does and you get knocked off track. And what in some asked me, you know, many years ago. It's like, why are you read all these books? What do you go to these seminars? Why do you go to these courses? Don't show you haven't. You'll only learn. All this stuff already own this. You can just keep going back to go. Well, you know, it just keeps me up. It keeps me in upstate,.

Jo Goldman Sachs Dan Sullivan Jack ten minutes
"jack trout" Discussed on News 96.5 WDBO

News 96.5 WDBO

11:04 min | 3 years ago

"jack trout" Discussed on News 96.5 WDBO

"Hundred I had, a golden moment okay Eight seven seven. Three one zero twenty one hundred but we want the question that'd be. Related to. Marketing or marketing warfare no politics during this. Session Last week I talked about marketing warfare the book. Written by reason Jack trout I found this. Book on an, airplane headed down to Texas hit it the Godfather's pizza takeover first day April I found a book read the book over the weekend because it was. Very insightful easily understand last week I talked about principles of defensive marketing warfare one only the market leadership, consider playing defense to the, best defensive strategy is the courage to attack yourself not in, a, bad way but in terms of improving. Your product or your service constantly third. Strong competitive moves should always be blocked This week let's talk about principles of, offensive marketing warfare and because, a large portion of my business experience has been related to, the, restaurant industry quick service chains in particular I'm going to use examples from my experience, to illustrate these, three principles and all of these right there. In the book marketing warfare as I indicated. You can't tell you whether or not the book is still available it could be but it is an excellent read Defensive marketing warfare principle number one the, main consideration is, the strength of the leaders position That reminded, me of when, I was a regional vice president with the Burger King corporation in Iran. The. Philadelphia region, as it was called about five states were undermined leadership I, remember when Burger, King put a tremendous amount of effort into salad bars Now the. Burger King management wanted to be the first to put salad bars and restaurants here I had over. Four hundred Burger King restaurants that I was responsible for in terms of oversight And the, cost of the broke are the salad bar unit itself was not. Cheap but I have to go out and kept sale to franchisees on the fact that. If you spent this investment to but sat ball's in your restaurant is going to pay for itself But later found out that the management of regular, Cain was trying to do it so they could wind up McDonald's We were not the market leader Burger. King had a lot of aspirations But clearly McDonalds was the market leader and a McDonald's wanted to go. Out and put it in salad bars they could probably do. It faster and quicker than we could So what recent trout saying is the main consideration. The strength of the leaders position and in that particular case McDonald's was the. Strongest player in the market, they could spend more on advertising on national TV than we could they. Could get supplies and vendors to deliver salad bars if they wanted to so basically what McDonald's did they sat. Back and let Burger King true the viability of salad bars I'll never forget when I was traveling, visiting, some of my. Burger King restaurants I asked the restaurant manager how is. The salad bar rollout going oh they had a nice salad bar unit they had? All the vegetables there it, will self service and on and on and. On and then one of my manager said well I guess it's. Gone okay but I still get more people coming in and looking at the. Salad bar and say ooh, that looks nice I'll take a double meat cheese Wapping on a coke So he didn't grab the, customer, the way they. Thought so McDonald's just sort of sat back and waited And as a result they, didn't delve into the whole salad bar thing the way. Some of us did here's another example from today Burger King announced not long ago that they're. Going to be putting, in thousands of kiosk sales in many of their units why because of this whole. Threat fifteen dollars an hour I don't think that main street America is going to tolerate forcing businesses to pay fifteen dollars an hour and then businesses. Is? Going to be forced to pass that money on But they see the handwriting on the wall they're. Not gonna wait until they're they're going to start replacing people with kiosks Now I don't know what burger kings or Wendy's. Or the other quick service restaurant, chains are going to do in response but They ought to take note about the strength of the leaders position that's what you need to ask, yourself Second principle of offensive marketing warfare Find. A weakness in the, leader strength An attack at that point Using the Burger King McDonalds example When I, was a Vice president with the Burger King corporation. Run into Philadelphia region We always thought that mcdonnell's biggest weakness was its French fries All to find out Wasn't necessarily one of their biggest weaknesses There hamburgers were consistent they had a a very stringent execution system in place One of my. Best friends one of my, good, friends was a Burger. King operate of my we will live in Omaha Nebraska And even though some people. In that business will try, to Criticize McDonald's because it didn't have the same quality That charbroil burger at Burger King or Dairy Queen had that that was a weakness of McDonald's You know what that strength was would. A hamburger, that may not have been as good as a Burger King hamburger or a Dairy Queen hamburger consistency I heard over and. Over and over from Peabo well, McDonald's may not have the best tastes in Hamburg out there but you know what you're gonna get. When you, go So, here again competitors had been trying to exploit McDonnell weaknesses And they failed McDonald's could always outspend McDonald's. Good always out leverage and so many attempts on the part of. The other Burger King Wendy's Derek Wayne chains was that what they thought was a weakness McDonald's had enough Monday to spin it into something that That's not so bad So the first principle the main consideration in an, offensive marketing warfare strategies the strength. Of, the leaders position Secondly found a weakness in the leader strength, and attack that point the makes you, it is, a weakness and Thirdly launched the attack on as narrow. A front as possible When I went to Godfather's pizza The mindset. Of many people in the company Was attack all of the big guys When in fact we will not in a position to attack all of the big guys And so we had to identify a narrow front that we could attacked Little Caesars that whole thing. Was they were going to be the cheapest pizza that you could buy Problem is it also was not the best tasting Domino's their hallmark was thirty minute delivery And. They made a pretty decent pizza And local Pizza Hut The big one They touted the fact that there's was the best, in the industry not necessarily So here's what we did we came up with a tactic called Buy one get one And what we did we didn't change the, quality of, our ingredients But because price was such a driver We developed an alternative to our normal pizza what you could buy one and get one. May not have had as much sauce but if the same good taste and sauce, may not have had, as much cheese but the saying good taste and cheese may, not have had as many good pepperoni. But it still had the, same pepper we didn't modify the ingredients and that was. The key to a good tasting pizza And so when we underproduced it And put. Some marketing and. Promotions behind it it took off We weren't trying to fool customers into thinking that it was the same Godfather's original pizza that was loaded. With, topics toppings from the days that it was first published no we wanted to simply give, them a lower price more pizza alternative to in some ways compete. Against Little Caesars Some ways compete against Domino's but in some ways competitors compete against everybody in the market because. The, one thing that our customers new is that the quality of the Godfather's pizza was not, going to be diminished So think about your business Think about your competitors Think about.

Burger King Burger King corporation McDonald outspend McDonald Burger Jack trout Domino Philadelphia mcdonnell Texas McDonalds regional vice president Nebraska Vice president America Iran Wendy Cain Hamburg Derek Wayne
"jack trout" Discussed on Xtra Sports Radio 1300 AM

Xtra Sports Radio 1300 AM

02:46 min | 3 years ago

"jack trout" Discussed on Xtra Sports Radio 1300 AM

"Bill bender ninety two you got a chance to write about and, I read I read your piece about trace McSorley, here, he got a chance to spend some time with people at Penn State he's got something there's a bus. With this, kid tell me more yeah, and it's funny when I was driving out to do that story I was listening to your show at like one in the morning, keeping me up and I. Bet you're asked say right coffee and Ken Carman kept me awake for the story and No he's the winner I. Mean he's been winning some high school, I think the, notion with Penn State and there's this well. He's not going to be able to do it without saquon Barkley he's. Not gonna be able to do it without Joe. Moorhead I think. On, some level Penn State's here to stay I mean they've got palace. That God good players around him in at the end of the, day this guy, is twenty two and five is, the, starter there fifty five and five and in college I think Super best. Case he takes on that Baker Mayfield type pass this. Year but, he's kind of the same style as Mayfield and I think that Penn State players gravitate, towards him and that will continue the season so are we. Talking about him in another level after this year Well. Mean what are the choices I. Mean, look at this this quarterback. Class is not rate on you always have to force it even if you don't. Have one you're right about that I mean we're going to sit here and I know what's, going to happen after the season, we're gonna talk. Up a will Greer we're gonna talk tracing sorely we're, really going to try to convince ourselves that drew. A franchise quarterback Jarret stidham it's not like last year where I think we kind of. Knew Baker Mayfield and Josh Rosen and Sam darnold Moammar Jack trout Do they have what it. Takes Penn State to get stayed at home that's when September twenty-ninth I think that is that's back at home it is, and that's really kind of, the first game I don't look at the big ten race in. Terms of, the totality of it I kind of look at it as launch points like, that's the first big game so like winner they're big big big chip that they get and then no in trouble I think the next will be Michigan Michigan, state I think the. Loser of that game out so? You've got, to win that, early one and I think that Penn. State Ohio State game set the tone for the entire race between, Haskins goes out in. September goes, down to TCU wins and then pros around wins in a white out at Penn. State I mean Ohio State will. Probably, be ranked two free in. The country at that point and you'll be thinking national championship in Columbus because that's. How big that game is and keep in mind Penn State again with trace McSorley fifteen in, our home the last two years I want to know this we got Bill bender joining us on the show the luminaries are around you who around your from. Certain schools in particular You know I will?.

Penn State Baker Mayfield Bill bender Penn Moorhead Ken Carman Barkley Jarret stidham Ohio Columbus Michigan Michigan Joe Greer TCU Sam darnold Moammar Jack Haskins Josh Rosen two years
"jack trout" Discussed on News 96.5 WDBO

News 96.5 WDBO

03:26 min | 3 years ago

"jack trout" Discussed on News 96.5 WDBO

"Principles of. Success Herman Cain show today is Wednesday that means that. We do our weekly guiding principles to success Now I have mentioned before The. Book called marketing warfare That's going to be our topic today because there are a lot. Of business people out there Who are in a war and they don't know it it's called a business war Minna you have hurt me tell the story that I. Found this book by accident Back in nineteen eighty six I was on a flight from Wherever. I will live in New Jersey The. Dallas go to the NCAA collegiate, basketball final, four was on Saturday night two games and then I stayed over Sunday to go to the ballot game on Monday night That Tuesday was April the first The day that I flew from Dallas into Omaha to take over as the new president and CEO of. Godfather's pizza I've told you minister is about that momentous first day but today this is about marketing And I took over on April first and on April, fifteenth to, marketing gentlemen that I have, a lot of, respect for they were in Omaha Al recent Jack trout on April fifteenth nineteen. Eighty six and they autograph the copy of the book, that I found on the airplane They were so, impressed with how, I had consumed what they wrote in that book it was that second book And. I still have that book I treasure it and they autographed it for me on. April fifteen nineteen eighty six And and marketing warfare They describe that three main principles, of defensive marketing warfare And at three main principles of offensive marketing warfare So Most businesses that are listening to this. Show Can apply these principles Because most of us are small businesses There are only a handful of big businesses when. You talk? About the fortune five hundred guess what Look up the size of. Five hundred It might be A couple. Of billion dollars That's very different from a company that might be a hundred billion dollars But if you have a business where your revenues, are in the millions. Hopefully if your revenues a night in the millions you got your struggling And. Whether you are a business that generate millions are businesses generating hundreds of, thousands here are.

president and CEO Jack trout Herman Cain Dallas Omaha Al New Jersey NCAA Omaha hundred billion dollars billion dollars
"jack trout" Discussed on WPRO 630AM

WPRO 630AM

02:22 min | 3 years ago

"jack trout" Discussed on WPRO 630AM

"Their lineup and rightfully so look there hell for years around here all we did was say oh poppy and manny well we can combine eighty home runs and two hundred and forty rb is between those guys no problem and it really was true and maybe mookie betts and jd martinez are going to have those kinds of years where it's the forty bomb hundred twenty rbi variety some of the other stuff mookie betts is doing in terms of of where he is outpacing j d a little bit but look mookie betts in front of jd martinez the reason there is a seventeen run difference where mookie betts is to the plus seventeen in terms of runs this week is jd martinez been one of the guys it's been driving them in and that's why there's a nine rbi difference between the two on the plus side for jd martinez martinez strikes out a lot more than beds but in all honesty if this guy is gonna continue this pace and maybe hit forty five home runs hell he could strike out one hundred fifty times i'll still take forty five home runs one hundred and twenty rabies with all those strikeouts that's the at me at all but the one thing that is standing out to both mookie betts and michael jack trout are doing out on the west coast is those guys are out running they're stealing bags mookie is already up to eleven stolen bases this year in forty three games now he plays all of them it's still going to be tough for him to be forty forty and routes that used to be a number that i remember when can saco i did it i know you were we tab lad eric davis as well i believe eric davis can then eric davis was the first guy to come close and if i got it right and i'm pretty sure i do on this because i was obsessed with with consejo for a while eric davis either had forty one home runs and thirty nine steals our thirty nine home runs and forty one steals like he just missed out and i want to say that maybe even been the eighty seven season that does the year before can saco did his thing yeah i think i.

mookie betts jd martinez martinez eric davis manny jd martinez michael jack
"jack trout" Discussed on 100 PM

100 PM

01:47 min | 3 years ago

"jack trout" Discussed on 100 PM

"God there's ankara i guess this to my girlfriend's scummy on his got singularity 'cause i will bore you to tears with my opinions on where that's going but one of my mantras is humanity is perception and that's not done mice by my whole thing with that is that at the end of the day it doesn't matter what reality is to you that reality is something completely different to the person next heater and if you can accept that than on hopefully in it collaboratively so what's realty is different than what's real to me hopefully we can find the ground ray absolutely a variation on that it set whether you think you are or whether you think you're not you're right it's true right we we have made up our minds and sell have art seamer is about our products too that's very true and that's very hard to change yeah one of my favorite all time books about it positioning jack trout did you ever read i haven't read it but my girlfriend is currently really that's this is an old book i think was seventy one came out ny cover red and white cover yet if you are the buchner you purport to be you know he writes with such conviction and even though it's a lot of old school sort of marketing and brand i think the concept that's the most powerful is people are gonna make up their minds so if you can help them make it up the way you want them to that's the best could do his brand because months they decide otherwise it's there too that's very true now call check it out and thank you so much for being part of the project where richer for having had your opinions here today.

jack trout ny
"jack trout" Discussed on 100 PM

100 PM

02:01 min | 3 years ago

"jack trout" Discussed on 100 PM

"Even so my advice would be to go just build something whether it be a tool software product or solution go out and solve a problem somewhere awesome it's not it's not just going out in a plan for jobs i mean product managers i mean it is i think it's one of the easiest places to get a job for if you're if you're building thanks because you're constantly getting recruited there's constantly different ideas out there that you can help back secured it really comes down to you know how can you help a team get to the next level in that comes from just experience of making things happen sometimes i got all these little sound bites his life amassed and sound just one of the ones i use whether you think you are or whether you think you're not you're right which is just for me it's all about whatever you think to be true about yourself a situation i can't change your mind jack trout talks about this in positioning once a customer has made up their mind about a product that's what that product is about so you want to own that position of do you have kind of a sound bite or a mantra that you know you live by something that you feel comfortable to share sure i'm a big believer and there's a lot of obstacles that are good problems to have a lot of time times when you're building a solution you're someone's gonna come up with an objection you know how are you going to do that for a hundred people or that isn't gonna work now i think a lot of times good good product management means having the right solution for that time not the best solution forever so if you if you have a product do things that don't scale at first but can can continuously see how you can integrate improve the product so it scales just keep on making the product better every day keep on moving forward and you'll get through it.

jack trout
"jack trout" Discussed on 100 PM

100 PM

02:01 min | 3 years ago

"jack trout" Discussed on 100 PM

"Even so my advice would be to go just build something whether it be a tool software product or solution go out and solve a problem somewhere awesome it's not it's not just going out in a plan for jobs i mean product managers i mean it is i think it's one of the easiest places to get a job for if you're if you're building thanks because you're constantly getting recruited there's constantly different ideas out there that you can help back secured it really comes down to you know how can you help a team get to the next level in that comes from just experience of making things happen sometimes i got all these little sound bites his life amassed and sound just one of the ones i use whether you think you are or whether you think you're not you're right which is just for me it's all about whatever you think to be true about yourself a situation i can't change your mind jack trout talks about this in positioning once a customer has made up their mind about a product that's what that product is about so you want to own that position of do you have kind of a sound bite or a mantra that you know you live by something that you feel comfortable to share sure i'm a big believer and there's a lot of obstacles that are good problems to have a lot of time times when you're building a solution you're someone's gonna come up with an objection you know how are you going to do that for a hundred people or that isn't gonna work now i think a lot of times good good product management means having the right solution for that time not the best solution forever so if you if you have a product do things that don't scale at first but can can continuously see how you can integrate improve the product so it scales just keep on making the product better every day keep on moving forward and you'll get through it.

jack trout
"jack trout" Discussed on 100 PM

100 PM

02:01 min | 3 years ago

"jack trout" Discussed on 100 PM

"Even so my advice would be to go just build something whether it be a tool software product or solution go out and solve a problem somewhere awesome it's not it's not just going out in a plan for jobs i mean product managers i mean it is i think it's one of the easiest places to get a job for if you're if you're building thanks because you're constantly getting recruited there's constantly different ideas out there that you can help back secured it really comes down to you know how can you help a team get to the next level in that comes from just experience of making things happen sometimes i got all these little sound bites his life amassed and sound just one of the ones i use whether you think you are or whether you think you're not you're right which is just for me it's all about whatever you think to be true about yourself a situation i can't change your mind jack trout talks about this in positioning once a customer has made up their mind about a product that's what that product is about so you want to own that position of do you have kind of a sound bite or a mantra that you know you live by something that you feel comfortable to share sure i'm a big believer and there's a lot of obstacles that are good problems to have a lot of time times when you're building a solution you're someone's gonna come up with an objection you know how are you going to do that for a hundred people or that isn't gonna work now i think a lot of times good good product management means having the right solution for that time not the best solution forever so if you if you have a product do things that don't scale at first but can can continuously see how you can integrate improve the product so it scales just keep on making the product better every day keep on moving forward and you'll get through it.

jack trout
"jack trout" Discussed on I Love Marketing with Joe Polish and Dean Jackson

I Love Marketing with Joe Polish and Dean Jackson

01:33 min | 4 years ago

"jack trout" Discussed on I Love Marketing with Joe Polish and Dean Jackson

"Now you probably read the book of not i recommend you get the book the 22 immutable laws to marketing where our recent jack trout this is where my favorite quotes the book creating the category that you can be first in is easier than trying to convince someone that you are better now it says easier it's not simple and i'll get into that in a little bit here's a cirque du soleil let's take them for example they have their own category are the circus maybe are they strip club maybe but it they're they're basically a circus without animals there in the art there are basically artistic entertainment is what they claim that their in their own world you know they created their own category same with uber coincidentally some tim ferriss talked about it today that the uber he use involved in hoover arnaud if you don't know what hooper's but they basically connect passengers two drivers of luxury vehicles through a a gps proprietary gpt gps map or a gps map on your mobile app so they took the word mobile app if you think about an made it literal it's like a mobile for transportation on an app so i got here from the airport using them and i live near san francisco and use them all the time another one is you might not be at one of our biggest fans but or any you might despise this lady but she built a huge brand through being unique.

tim ferriss hoover arnaud hooper gps san francisco
"jack trout" Discussed on WBZ NewsRadio 1030

WBZ NewsRadio 1030

02:47 min | 5 years ago

"jack trout" Discussed on WBZ NewsRadio 1030

"He didn't whose dad is to go to practices moral conscious sedation thinking about the doctor mark are turner one i've got such high anxiety but having dental worked on and i love the idea of not feeling anything remembering i was there before i started seen in the stepped out of my old dentist all the time multiple in visits now with doctor turner most procedures only take one trip in mind residing is going to know if it does denzel in plants sure does i lost two and heard that in plant would be an excellent way to replace said he did a few dental and plants for my brother and he used his news sherrick machine he finished a one visit the work that takes other dentist multiple visits to do you should call doctor mark are turner for an appointment for more information about oral conscious edition and dental in plants call doctor mark turner of taunting five oh eight eight two two ninety three eighty seven five oh eight eight two two ninety three eighty seven online at mark are turner dts dot com where the our stance for relax going tonight boston mayor marty walsh in studio flight over body cameras from boston police housley to returning college students with those rights for the presidential race and allen questions we're in massachusetts wednesday's with wall his wednesday unlike he was want to net was done w bz newsradio ten thirty one guys whether we have link it's better when you one when he's now and ninety today let's human it's been less human yesterday not saying maybe it will be human but not as hewitt as instead of his yesterday was one hundred percent welcome mat tonight sixty seven saturday revamp in the morning and clowns breaks in the afternoon clouds break in the afternoon with little son seventy five sunday mostly cloudy in the morning thunderstorms then times the fans and some in the afternoon high eighty victories seventy four victories that mad men and the real world of advertising one thing that's important i think has to for you in your book and for me is to remind folks in many ways this weekend how the principles of work and advertising other principles again work for us in our lives how can folks take this book and apply it to success now i try want to give you an idea how one time i wrote i read on an advertising book by jack trout and it changed my career and actually for the better one time i was in rousing radio and i had a gig.

turner mark turner marty walsh presidential race massachusetts jack trout boston allen hewitt one hundred percent