On ‘Repositioning’

Posted on November 2, 2010. Filed under: Public Relations | Tags: , , , , , |

Actually reading Jack Trout’s latest book on repositioning — called, aptly enough, Repositioning. Looking to cull some client-worthy some ideas from him.

Seems like he’s kind of been saying the same thing for a long time but he updates it and he’s got some good points about how companies need to make PR more central to their repositioning efforts.

Sometimes I think Dick’s whole career has been focused on him trying his damndest not to have to actually work for one of these giant companies he advises. He doesn’t much like bigness in corporations; the obvious point being that the CEOs get out of touch with what’s actually happening on the front lines. Point well-proven in the financial services sector in recent years.

Book’s highly stimulating and thought-provoking and short enough to read in a few hours.

Brevity in business writing is a wondrous thing to behold. Here’s Trout and co-author Steve Rivkin on management books: “To us, how to be an effective leader isn’t worth a whole book. Peter Drucker gets it into a few sentences.”

You’ll have to read the book to see how it turns out with Drucker on management. It’s definitely worth the read if you’re at all interested in marketing.

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