Jack Trout's best book that combines all his past work into one concise guide as how to how to have a good handle on both the business and markeitng of any company. Squeezes the overall wisdom of every book he wrote with Al Reis ont 1 book that can be read quickly although implementing it may take deep thought.
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The book itself deals with the whole sales cycle from inventinga product and thus being a sole supplier to the time when you have hundreds of competitors and no one remembers you invented it. THe book helps you realize which tactics are appropriate for each pahase -- since they actually are totally differnt at every phase of the sales/marketing cycle.
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This book explains a very complex idea - "theory of constraints" in the simplest way possible thorugh the story of Alex, Jonah, hsi wife, his co-workers and his attempt to save his factory (and job). It teaches about optimization, non conventional but extremely correct views about productivity and profits and projects and business. Much wisdom of a complex nature is presented simply in this radical novel format.
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