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Jack Trout is recognized as one of the world’s foremost marketing strategists. He is the president of Trout & Partners, Ltd., an international marketing consultancy in Connecticut. He has consulted for companies like Hewlett-Packard, Southwest Airlines, Merck, Proctor & Gamble, Papa John’s Pizza and more. He consulted for the State Department, helped the Democrats regain leadership of the U.S. Congress in 2006 and continues to advise the current administration.

Trout has over 40 years of experience in advertising and marketing, and he is the originator of many important concepts in marketing strategy. He is the acclaimed author of many marketing classics, including Positioning: The Batlle for Your Mind, Marketing Warfare, The 22 Immutable Laws of Marketing, Differentiate or Die, Big Brands Big Trouble, A Genie’s Wisdom, Trout on Strategy and his most recent book, Repositioning: Marketing in an Era of Competition, Change and Crisis.

Full Profile

    Jack Trout is the acclaimed author of many marketing classics published in many languages: Positioning: The Battle for Your Mind, Marketing Warfare, (updated in the 20th Anniversary edition), The 22 Immutable Laws of Marketing, Differentiate or Die, Big Brands. Big Trouble, A Genie’s Wisdom, and Trout on Strategy. Following the Second Edition of Differentiate or Die, he wrote In Search of the Obvious. The Antidote for Today’s Marketing Mess. His most recent book is Repositioning. Marketing in an era of competition, change and crisis.

    He is president of Trout & Partners Ltd. an international marketing consultancy based in Connecticut. He has consulted for such companies as Hewlett-Packard, Southwest Airlines, Merck, Procter & Gamble, Papa John’s Pizza and many others. He has consulted with the State Department on how to better sell America and in 2006 helped the Democrats regain leadership of the U.S. Congress. He continues to advise the current administration on strategy.

    Recognized as one of the world’s foremost marketing strategists, Trout is the originator of Positioning and other important concepts in marketing strategy. He has 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 gives him first-hand experience in a wide range of marketing scenarios. Jack Trout has gained an international reputation as a consultant, writer, speaker, and proponent of leading-edge marketing strategies.


Jack Trout Speaker Videos Back to top

Speech Excerpt


In his presentation at Maggiore’s “Breakfast with Jack Trout” event, Trout discussed his five tests of obviousness. He begins with his first test of obviousness: “The problem when solved will be simple.” Trout says, “I hate complicated stuff. It’s hopeless. There are too many moving parts.” He references a story about GM, where the company decided to stick to three brands to keep things simple. Trout’s second test of obviousness is “Does it check in with human nature?” He says, “We’re dealing with people’s minds here. It has to line up with how people perceive things, what works, what doesn’t work… It has to make sense to people when you go out and tell your story.”

Trout’s third test of obviousness is “Put it on paper.” He says, “You’ve got to be able to put that story down.” He tells a story about a famous Hollywood producer who was tired of people coming up to him with ideas for movies, so he would give them his business card and tell them to write it on the back of the card and send it back to him. “The average person would say, ‘I can’t put this idea on the back of the business card,’ and he said, ‘If you can’t put it on the back of a business card, you don’t have an idea for a movie.’”

Keynote Speech


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Keynote Speech



Speeches / Speaking Engagements Back to top


Trout has gained an international reputation as a consultant, writer, speaker and proponent of leading-edge marketing strategies. His programs cover topics like the importance of positioning, how to differentiate, marketing mistakes and how to correct them, and Trout’s seven basic principles of good marketing strategy. He educates audiences with stories and lessons from his 40 years of experience as a marketing consultant and strategist.

Positioning and The New Positioning
This lays out the rules of marketing in terms of dealing with the minds of your customers and prospects. The mind is the ultimate battleground in all marketing wars. Positioning deals with the importance of being first, starting new categories, repositioning the competition, the importance of the name and the need to sacrifice and focus your efforts. "The New Positioning" is based on the sequel Trout′s first positioning book and takes this body of work to a higher level.

Marketing Warfare
This is the "process" presentation that develops the thesis that successful tactics should drive strategy.

Differentiate or Die
In our killer competitive economy, if you don′t have a point of difference, you better have a very low price. Jack Trout details ways you can separate yourself from competition. To illustrate how it′s done, the book draws on case studies from successful businesses all over the world.

Big Brands. Big Trouble.
A look at the lessons learned from the mistakes of many of America′s former icons: Xerox, AT&T, Levi′s and others. It reviews both mistakes and what should have been done to avoid trouble.

Trout on Strategy
In this presentation, Jack Trout looks at the seven basic principles behind what good strategy is all about.





* Please note that while this speaker’s specific speaking fee falls within the range posted above (for Continental U.S. based events), fees are subject to change. For current fee information or international event fees (which are generally 50-75% more than U.S based event fees), please contact us.

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    Repositioning: Marketing in an Era of Competition, Change, and Crisis
    Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind—a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode.

    Repositioning shows you how to adapt, compete—and succeed—in today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategies—providing a must-have arsenal of proven marketing techniques specifically redesigned for our current climate. With Repositioning, you can conquer the “3 Cs” of business: Competition, Change, and Crisis . . .

      BEAT THE COMPETITION: Challenge your rivals, differentiate your product, increase your value, and stand out in the crowd.
      CHANGE WITH THE TIMES: Use the latest technologies, communications, and multimedia resources to connect with your consumers.
      MANAGE A CRISIS: Cope with everything from profi t losses and rising costs to bad press and PR nightmares.

    Even if your company is doing well, these cutting-edge marketing observations can keep you on top of your game and ahead of the pack. You’ll discover how expanding product lines may decrease your overall sales, why new brand names often outsell established brands, and why slashing prices is usually a bad idea. You’ll learn the dangers of attacking your competitors head-on—and the value of emphasizing value. You’ll see how consumers can have too many choices to pick from—and what you can do to make them pick your brand.

    Drawing from the latest research studies, consumer statistics, and business-news headlines, Trout reveals the hidden psychological motives that drive today’s market. Understanding the mindset of your consumers is half the battle. Winning in today’s world is often a matter of repositioning. It’s how you rethink the strategies you’ve always relied on. It’s how you regain the success you’ve worked so hard for. It’s how you win the new battle of the mind.
    Order Here



    Positioning: The Battle for Your Mind

    A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals-including tens of thousands of Ries and Trout groupies, worldwide-the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why “positioning” a product in a prospective customer’s mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn’t follow, Ries and Trout’s thinking.

    Order Here


    Jack Trout on Strategy: Capturing Mindshare, Conquering Markets

    With his 1981 classic, Positioning, Jack Trout (along with coauthor Al Reis) forever changed the way marketing strategy is done. In the more than two decades since then, he has remained at the forefront of marketing and strategic thinking. Written in response to the demands by Trout fans, acolytes, and students worldwide, this book brings together the key ideas from his substantial body of work in a quick-bite format.

    Trout on Strategy:

    • Is an ideal introduction to the thinking of one of the century′s most influential marketing innovators
    • Explores Trout′s major themes, including survival, perception, differentiation, and more
    • Connects the dots in his major works and makes his ideas relevant to the biggest issues facing business today

    Order Here


Positioning and The New Positioning
This lays out the rules of marketing in terms of dealing with the minds of your customers and prospects. The mind is the ultimate battleground in all marketing wars. Positioning deals with the importance of being first, starting new categories, repositioning the competition, the importance of the name and the need to sacrifice and focus your efforts. "The New Positioning" is based on the sequel Trout′s first positioning book and takes this body of work to a higher level.

Marketing Warfare
This is the "process" presentation that develops the thesis that successful tactics should drive strategy.

Differentiate or Die
In our killer competitive economy, if you don′t have a point of difference, you better have a very low price. Jack Trout details ways you can separate yourself from competition. To illustrate how it′s done, the book draws on case studies from successful businesses all over the world.

Big Brands. Big Trouble.
A look at the lessons learned from the mistakes of many of America′s former icons: Xerox, AT&T, Levi′s and others. It reviews both mistakes and what should have been done to avoid trouble.

Trout on Strategy
In this presentation, Jack Trout looks at the seven basic principles behind what good strategy is all about.


Speech Excerpt


In his presentation at Maggiore’s “Breakfast with Jack Trout” event, Trout discussed his five tests of obviousness. He begins with his first test of obviousness: “The problem when solved will be simple.” Trout says, “I hate complicated stuff. It’s hopeless. There are too many moving parts.” He references a story about GM, where the company decided to stick to three brands to keep things simple. Trout’s second test of obviousness is “Does it check in with human nature?” He says, “We’re dealing with people’s minds here. It has to line up with how people perceive things, what works, what doesn’t work… It has to make sense to people when you go out and tell your story.”

Trout’s third test of obviousness is “Put it on paper.” He says, “You’ve got to be able to put that story down.” He tells a story about a famous Hollywood producer who was tired of people coming up to him with ideas for movies, so he would give them his business card and tell them to write it on the back of the card and send it back to him. “The average person would say, ‘I can’t put this idea on the back of the business card,’ and he said, ‘If you can’t put it on the back of a business card, you don’t have an idea for a movie.’”

Keynote Speech


Full Speech


Keynote Speech