Jack Trout pioneered “Positioning”. He wrote the first article on the subject of
positioning in 1969. He also wrote three books on the subject, “Positioning: The Battle
for Your Mind” in 1981, “The New Positioning” in 1996 and “Repositioning: Marketing in
an Era of Competition, Change and Crisis” in 2010. His concept of Positioning has
become the world's #1 business strategy.
Jack Trout is the originator of other important concepts in marketing strategy. He wrote
many marketing classics published in many languages: Marketing Warfare, Bottom Up
Marketing, The 22 Immutable Laws of Marketing, Horse Sense, Differentiate or Die, Big
Brands Big Trouble, A Genie's Wisdom, Trout on Strategy, The Power of Simplicity, and In
Search of the Obvious.
He had over 40 years of experience in advertising and marketing, and became a boardroom
advisor to some of the world's largest corporations and his worldwide consulting work gave
him first-hand experience in a wide range of marketing scenarios. Jack Trout gained an
international reputation as a consultant, writer, speaker, and proponent of leading-edge
He is the founder of Trout & Partners. Together with other talented consultants, Mr. Trout
created an international network of consultant boutiques which offer preeminent skills and
hands-on experience in the implementation of Positioning Strategies. The firm has done work
for AT&T, IBM, Southwest Airlines and many other Fortune 500 companies.