"杰克•特劳特

全球最顶尖的营销战略家，“定位”之父。

1969年提出商业中的“定位”观念，并在实战中不断开创与完善了定位理论。目前是特劳特全球伙伴公司（www.troutandpartners.com）总裁，该公司是美国最负盛名的国际营销咨询公司之一，在全球26个国家设有分公司。他的作品有《定位》、《重新定位》、《商战》、《什么是战略》等畅销书。

阿尔•里斯

全球最顶尖的营销战略家，杰克•特劳特多年合伙人，定位理论创始人之一。

2008年，作为营销战略领域的唯一入选者与管理学之父彼得•德鲁克、GE前CEO杰克•韦尔奇一起并列美国《广告时代》评选的“全球十大顶尖商业大师”。

译者介绍

谢伟山

特劳特全球伙伴公司中国区（www.trout.com.cn）合伙人。

深研定位理论多年，致力于传播定位理论，译著有《定位》、《简单的力量》、《终结营销混乱》、《重新定位》等书。实战经验丰富，服务案例：王老吉凉茶、立白集团、香飘飘奶茶、劲霸男装、大长江集团（豪爵摩托）、燕京集团、乌江涪陵榨菜、会稽山绍兴酒、九阳豆浆机、九龙斋酸梅汤、太阳纸业、东阿阿胶、雅迪电动车、方太厨电、哎呀呀、乡村基快餐等

苑爱冬

特劳特全球伙伴公司中国区（www.trout.com.cn）合伙人助理。

翻译杰克•特劳特著作有：《营销革命》、《重新定位》、《大品牌大问题》、《简单的力量》、《精灵的智慧》、《人生定位》等。"

'Engaging...Trout practices what he preaches' - "Publishers Weekly". 'Compelling' - "Booklist". It's high time for businesses to replace complexity with common sense, argues corporate guru Jack Trout in this impassioned yet practical guide. The best-selling coauthor of the classic "Positioning" shows managers how to banish jargon, articulate their vision, simplify processes, and refocus on core issues - all without expensive consultants or money-wasting programs. "The Power of Simplicity" throws a life jacket of reality to readers drowning in management fads and wondering why their business isn't better. Trout and coauthor Steve Rivkin present guidelines for thinking in straightforward terms and cutting through ridiculous jargon. Marketing means turning simple ideas into strategy.Such concepts aren't too basic for Herb Kelleher of Southwest Airlines, Jack Welch of General Electric, and Andy Grove of Intel, to name a few successful CEOs who share their insights and war stories in these pages. Be a contrarian. Information? Too much can confuse you. Growth? It can hurt your business. It's time to look hard at knee-jerk assumptions and adjust your business practices accordingly. You'll examine how GM, Gillette, Volvo, Apple, and Xerox have either done so and been better for it or ignored these truths at their peril. Respect your people. Business ultimately lives or dies by people, not money. Trout's four chapters on "People Issues" are worth a library full of human resource tracts.