This book could upset a lot ofpeople!This is the first book to state the obvious. Marketing is a mess.Marketing guru Jack Trout intends to make a lot of people, whomade the mess, very uncomfortable:• Advertisers are criticized as people who look for the creativeandedgy, not the obvious. They will not be happy.• Marketing people are criticized for getting hopelesslyentangled in corporate egos and complicated projects. Theywill not be happy.• Research people are criticized for generating more confusionthan clarity. They will not be happy.• Some big companies are criticized for their ill-fatedmarketing programs or lack of proper strategy. They will notbe happy.• Wall Street is criticized for putting too much emphasis onunnecesary growth that can be destructive to a brand. Theywill ignore this criticism and continue trying to make asmuch money as they can.• This book is not written to make people happy but to explainto marketers what their real problem is. Only then will theybegin to look for the obvious solutions that will separate theirproducts from their competitors in a way that is equallyobvious to customers. All this comes with no jargon, nonumbers, no complexity, and a great deal of common sense.