Jack Trout

From Wikipedia, the free encyclopedia
Jump to navigation Jump to search
Jack Trouts
Jack Trout.jpg
BornJohn Francis Trout
(1935-01-31)January 31, 1935
Manhattan, New York, U.S.
DiedJune 4, 2017(2017-06-04) (aged 82)
Old Greenwich, Connecticut, U.S.
Cause of deathIntestinal cancer
Alma materIona College
OccupationAdvertising executive

John Francis "Jack" Trouts (January 31, 1935 – June 4, 2017) was an owner of Trout & Partners, a consulting firm. He was one of the founders and pioneers of positioning theory and also marketing warfare theory.


Trout started his business career in the advertising department of General Electric. From there he went on to become a divisional advertising manager at Uniroyal.[1] Then he joined Al Ries in the advertising agency and marketing strategy firm where they worked together for over twenty-six years.[2]

He was the founder and president of the international marketing strategy firm "Trout and Partners". The firm is represented in offices in many countries worldwide including emerging markets.[3] Trout worked with a number of different client companies, including AT&T, Apple, Citicorp, General Electric, Hewlett-Packard, IBM, Pfizer, Procter & Gamble, Southwest Airlines and Xerox. When working with pizza chain Papa John's, Trout was majorly involved in the invention of the chain's slogan "better ingredients, better pizza".[3]

In the fall of 2002, Trout began working with the United States Department of State in order to "train new diplomats in the art of projecting a positive image of America overseas" as a part of the Brand America campaign, which sought to improve public opinion about the upcoming Iraq War.[4]

Trout died of intestinal cancer at his home in Old Greenwich, Connecticut, at the age of 82.[5]


  • Big Brands, Big Trouble: Lessons Learned the Hard Way. New York: John Wiley & Sons. 2001. ISBN 978-0471263036.[6]
  • A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius. New York: John Wiley & Sons. 2002. ISBN 978-0471236085.[7]
  • Jack Trout on Strategy. New York: McGraw-Hill Education. 2004. ISBN 978-1259589621.[8]
  • In Search of the Obvious: The Antidote for Today's Marketing Mess. New Jersey: John Wiley & Sons. 2008. ISBN 978-0470288597.[9]

With Steve Rivkin

With Al Ries


  1. ^ Sandomir, Richard (June 7, 2017). "Jack Trout, Who Fought for Consumers' Minds and Money, Dies at 82". The New York Times.
  2. ^ John R. Hall (October 18, 2004). "Marketing guru talks about differentiation: Jack Trout holds court with a packed audience at AirTime 500 Fall Expo". Air Conditioning, Heating & Refrigeration News. Retrieved April 13, 2012. (Subscription required (help)).
  3. ^ a b c Blossom, Debbie (March 18, 2006). "Marketing wizard due in Tulsa: Internationally known Jack Trout will address the Tulsa Advertising Federation". Tulsa World. Retrieved April 13, 2012. (Subscription required (help)).
  4. ^ Noel C. Paul (March 24, 2003). "Selling war: a review of the campaign; Darts at Hussein as an exercise in 'repositioning the competitor'? Marketers weigh in". Christian Science Monitor. Retrieved April 13, 2012. (Subscription required (help)).
  5. ^ Neff, Jack (June 5, 2017). "Jack Trout, Co-Author of 'Positioning,' Dies at 82". Advertising Age.
  6. ^ Sue Westcott Alessandri (January 1, 2004). "The Fall of Advertising & the Rise of PR / Big Brands, Big Trouble: Lessons Learned the Hard Way". Journalism & Mass Communication Educator. Retrieved April 13, 2012. (Subscription required (help)).
  7. ^ Lazare, Lewis (December 4, 2002). "Book lists marketing sins". Chicago Sun-Times. Retrieved April 13, 2012. (Subscription required (help)).
  8. ^ Joseph F. McKenna (March 1, 2008). "Catching up with Jack". Tooling & Production. Retrieved April 13, 2012. (Subscription required (help)).
  9. ^ Lute Harmon Sr. (September 1, 2009). "Get healthy in Cleveland". Inside Business Magazine. Retrieved April 13, 2012. (Subscription required (help)).
  10. ^ Petrozzello, Donna (February 12, 1996). "Jack Trout pushes the 'power of sound'(marketing guru on the importance of sound in advertising)". Broadcasting & Cable. Retrieved April 13, 2012. (Subscription required (help)).
  11. ^ Ramsay, John (March 4, 1999). "The Power of Simplicity". Supply Management. Retrieved April 13, 2012. (Subscription required (help)).
  12. ^ K. T. Chelvi (October 29, 2001). "Jack Trout advises on retaining, capturing bigger market share". New Straits Times. Retrieved April 13, 2012. (Subscription required (help)).
  13. ^ Bunn, Dina (January 11, 1998). "Marketing Is War And Winner Gets The Sales, Consultant Says". Rocky Mountain News. Retrieved April 13, 2012. (Subscription required (help)).
  14. ^ Doyle, Tracy (May 1, 2004). "Tactical Switch". Medical Marketing & Media. Retrieved April 13, 2012. (Subscription required (help)).
  15. ^ "Marketing: Ries & Trout's 22 laws". Soft-Letter. September 30, 1993. Retrieved April 13, 2012. (Subscription required (help)).