The Power Of Simplicity: A Management Guide

Renowned marketing expert and best-selling author Jack Trout has a message for managers who are struggling to keep up with today'¬"s ever-changing business climate: '¬SKeep It Simple.'¬ In this paperback edition of The Power of Simplicity, Trout advocates the importance of paying attention to the basics and simplifying processes in order to stay focused on the core business at hand. Through case studies and interviews with successful executives, he shows managers how to cut through jargon, articulate their vision, and regain control of the vital elements of their business in order to make it thrive. According to Trout, the things that propose to streamline companies, like the ubiquitous '¬Smission statements,'¬ often end up bogging down operations by introducing unnecessary complexity where a straightforward approach may be more effective. Trout cites Southwest Airlines, Intel, and Kohl'¬"s department stores among others as successful companies that have rejected showy trappings in favor of simplification.

Jack Trout, one of the most famous names in the world of marketing strategy, is president of Trout & Partners. He is a popular speaker and the coauthor of such best-selling business classics as Positioning, The New Positioning, and Marketing Warfare. Trout's firm consults to such clients as AT&T, IBM, Merck, Southwest Airlines, and Warner-Lambert. He is based in Greenwich, Connecticut.

Steve Rivkin is coauthor of The New Positioning and head of his own communications consulting firm, whose clients include Kraft Foods, Olin Corp., and Horizon Health System. He is based in Glen Rock, New Jersey.

Introduction

xi

THE BASICS OF SIMPLICITY

Simplicity. Why people fear it so much

3

(6)

Common sense. It can make things simple

9

(6)

Complex language. It can cloud people's minds

15

(10)

MANAGEMENT ISSUES

Information. Too much can confuse you

25

(8)

Consultants. The source of a lot of nonsense

33

(8)

Competitors. Simply think of them as the enemy

41

(8)

Strategy. It's all about differentiation

49

(8)

Customer orientation. It's a given, not a difference

57

(10)

Annual budgets. A simple way to maximize your dollars

67

(6)

Prices. Simple guidelines to get them right

73

(12)

LEADERSHIP ISSUES

Mission statements. All they add is needless confusion

85

(8)

Leadership. It's about leading the charge

93

(10)

Long-term planning. It's just wishful thinking

103

(8)

Organization. The simpler, the better

111

(8)

Marketing. It's turning simple ideas into strategy

119

(10)

New ideas. Something borrowed is simpler

129

(8)

Goals. They sound nice but accomplish little

137

(6)

Growth. It can be bad for your business

143

(10)

PEOPLE ISSUES

Motivation. Effort alone is not the answer

153

(6)

Self-improvement. It's the emperor's new clothes

159

(10)

Success. It's about finding a horse to ride

169

(8)

The critics. Being simple will not be easy

177

(6)

IN CONCLUSION

Simplicity. Its power is alive and well

183

(10)

Notes

193

(2)

A simple reading list

195

(2)

Index

197

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

FREE SHIPPING

Amazon no longer offers textbook rentals. We do!

The Power Of Simplicity: A Management Guide to Cutting Through the Nonsense and Doing Things Right

Summary

Author Biography

Table of Contents

Supplemental Materials