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.
Positioning – The Battle for the Mind, 1981 and Differentiate or Die, 1999 are among the best 100 Business Books of all time.
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.
Together with Jack Trout and other talented consultants in 20 countries, Lorenz Wied has established the World’s largest Differentiation Lab to learn from what works and what does not work long-term.
Lorenz Wied and Jack Trout are working together since almost 20 years.