Here’s book excerpt starring self-described marketing guru Jack Trout as both a CEO and an advice-giving genie emanating from a laptop PC. Jack talks with himself in Chapter 6, Are There Limits to Growth?, of A Genie’s Wisdom: A Fable of How a CEO Learned to be a Marketing Genius.
“Most bad marketing is driven by that desire, which is in turn driven by Wall Street, which is in turn driven by greed. CEOs pursue growth to ensure their tenures, to increase their reputations, and to increase their take-home pay.”
“Another problem is trying to be all things to all people. That growth strategy fritters away resources on side battles, resources that ought to be concentrated on the main event. Decisions are a lot simpler when you’ve got one thing on which to focus.”
“When your business is more about great accounting than great products or great advertising, you’re headed for trouble.”
“Set realistic goals, which Frank Typer defined brilliantly as those that are ‘Beyond your grasp but witin your reach.'”
“The more things you try to become, the more you lose focus, the more difficult it is to differentiate your product. Mark Twain said it best, ‘I cannot give you a formula for success, but I can give you a formula for failure, which is: Try to please everybody.'” [But Mr. Trout, how can you differentiate if you’re conditioned only to think same thoughts?]