Jack Trout

Marketing is often a search for the obvious

the line of, least expectation

What works in marketing is the same as what works in the military: the unexpected

History teaches that the only thing that works in marketing is the single, bold stroke

Failure to forecast competitive reaction is a major reason for marketing failures

But woe to the person who makes the same mistake twice

Successful programs are not built on fads, they’re built on trends

There’s a difference between “predicting” the future and “taking a chance” on the future

The most successful entertainers are the ones who control their appearances. They don’t overextend themselves. They’re not all over the place. They don’t wear out their welcome

It’s not a long-term plan, it’s a long-term direction