There are a number of consulting organizations large and
small. Here is a short analysis as to what makes our
approach to strategic consulting unique.
- We pioneered “Positioning”
Jack Trout wrote the first article on the
subject in 1969. He also wrote two books on the subject,
“Positioning: The Battle for Your Mind” in 1980 and The
New Positioning in 1992. No other organization has this
experience and knowledge of this subject.
- We do all the work
While we will employ expert “Partners” when
certain expertise is needed, projects like this are not
done well by juniors. In our experience, senior
management can best be dealt with via senior people. Few
organizations tend to use only their top people on
- Our process is a book
In Jack Trout’s Differentiate or Die, we lay
out, in great detail, how companies can effectively
position themselves. We apply this process to all
engagements. We suspect that no other organization has a
book on their approach and methodology.
- We work very quickly
Because we work only with senior people, there
is very little wasted time and decisions are made very
quickly. In general, a project can usually be completed
in less than three months if necessary. Generally, all
that is required is one input meeting where all existing
information is gathered and perhaps a later directional
meeting just as a check on initial thoughts and
directions. This is followed by a presentation of
recommendations on a positioning concept, how to best
verbalize it and bring it to life. Most
organizations require far more time.
- We have vast experience
As you can see by our client list, we have
worked in every category from caskets to computers.
No organizations have as much Positioning experience as
Trout & Partners. In fact, Jack Trout just completed a
Positioning project for the State Department on how to
better position the United States in the world
- We are not expensive
Because we work with only senior people, we are
able to avoid charging exorbitant fees. We estimate that
most projects can be completed for far less than most
consulting organizations. At the end of this process,
you should have a blueprint from which you can start
implementation. Each project has to be estimated
- Finally, a warning
We require everyone with whom we work to be
open-minded as we bring what some have described as
“brutal honesty” to a project. We take nothing for
granted and if we see a problem that might not be on the
table, we put it there along with a solution.
If you have your minds made up, don’t hire us. We
don’t want to do what a client wants to do unless we
think that their solution is absolutely correct.
With a strategy in hand, we develop prototype communications
that bring our recommendations to life. These are presented
in the form that best fits a company's basic communications.
For example, for Procter & Gamble we developed prototype
television commercials. For Merck, we developed a prototype