杰克·特劳特和他的伙伴们

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2018年1月31号是定位之父杰克·特劳特先生诞辰83周年的纪念日。

平凡的一天,因为一个人而变得不平凡。

除了来自中国的定位爱好者、媒体人和企业家们,全球各地的特劳特伙伴公司合伙人也纷纷发文,重温与特劳特先生相识的点滴,让我们得以一窥大师风范。

我们摘取了部分合伙人的纪念文章,和大家分享。



特劳特毛里求斯合伙人
Amal Ghoorah
特劳特毛里求斯合伙人


JACK’S NOTIONS VERY RELEVANT TO THE REAL WORLD.

杰克的理论与现实世界密切相关。

I came across Jack’s name and concepts, while a student in the US in the mid Eighties.

上世纪八十年代中期,我在美国留学时初次接触到杰克的名字和他的理论。

I joined the workforce in my native Mauritius in 1989 as a Marketing Executive for the local BMW dealer.

1989年,我回到祖国毛里求斯参加工作,担任当地宝马公司的营销主管。

During that time, I had purchased Jack’s book (co-authored with Al Ries) Bottom Up Marketing and read it with passion.

在那期间,我买了杰克与艾·里斯(Al Ries)合著的《营销革命》(Bottom-Up Marketing),并怀着激动的心情读完。

I can tell with full certainty that the notions in this book did help me for the launch of the BMW 518 in July 1990.

毫不夸张地说,书中的理论对我在1990年7月负责的宝马518车型推广上市工作大有帮助。

My job was to contain the assault of the Mercedes 1.8 (The Baby Benz) which had been launched some 3 months earlier. The notions distilled in that book enabled me to define the Integrated Communications strategy. The BMW 518 definitely outdid the Baby Benz o our local market.

当时,我要对奔驰公司3个月前推出的奔驰1.8(又称“The Baby Benz”)发动进攻,依据书中理论,我制定了整合传播策略,使领宝马518车型成功抢占了Baby Benz的当地市场份额。

I let you now imagine the emotion, I felt when in September 2000 in a teleconference with Jack the latter agreed to give me and my partner Rajiv the franchise for Mauritius.

2000年,在和杰克进行电话会议时,他同意我和我的合伙人Rajiv成为特劳特伙伴公司毛里求斯分支机构的负责人,今天你们可以想象我当时是多么激动。

Jack is unfortunately not with us but his tool box of concepts are very much a legacy that will help us.

很不幸,杰克已经离开了我们,但他的理论工具是留给我们的宝贵遗产,帮助我们继续前进。




特劳特希腊合伙人
Basil Tsaras
特劳特希腊合伙人


It was back in 2015, Tuesday 15/09/2015 at 19:06 pm, on my way to Stuttgart, Germany, when I received an email from Jack informing me that he had come up with a rare cancer in the stomach area. It was a shock for me and I prayed for his quick recovery.

2015年9月15日星期二下午19:06,在去往德国斯图加特的途中,我收到杰克的邮件,他透露自己患了一种罕见的胃癌。这个噩耗令我难以置信,我祈祷他能早日康复。

We kept exchanging emails and he was always eager at bringing me ideas about how to generate big projects in Greece, repositioning the Country, securing foreign investments and bringing more tourists as a means to deal with the worst financial crisis Greece had experienced since the great depression.

我们一直保持邮件往来,他总是热切地与我交流想法,包括如何在希腊创建大型项目,如何为国家重新定位,如何稳定外商投资,以及如何用吸引更多游客的方式应对希腊自大萧条以来最严重的一次金融危机。

He was aware of the local difficulties and the austerity measures and he was always trying to cheer me up, despite his personal fight with his illness.

他知道当地的困难和财政紧缩措施的制约,但仍试图让我振作起来,尽管他本人还在与病魔作斗争。

That was Jack Trout! A great leader, an admirable visioner and a dear friend.

这就是杰克·特劳特,一位伟大的领袖,一位令人钦佩的且具有卓识远见的人,同时也是我亲爱的朋友。

I met Jack and his adorable wife Patricia, back in September 2006, when I invited him to Athens for a 2-day Marketing Conference on “Marketing Strategy and Guerilla Marketing”.

2006年9月,我邀请杰克来雅典参加一场为期两天的“营销战略与游击营销”会议,那是我第一次见到杰克和他的美丽的妻子帕特丽夏(Patricia)。

Jack analyzed his favorite subject “Differentiate or Die” on the 18th while Jay Conrad Levinson, the so- called “father” of Guerrilla Marketing spoke the following day about “Mastering Guerrilla Marketing”.

9月18号,杰克在演讲中分析了他最喜欢的课题--“与众不同”。第二天,被誉为“游击营销之父”的杰伊·康拉德·莱文森”(Jay Conrad Levinson)以“精通游击营销”为题作了演讲。

That was the beginning of a beautiful friendship and partnership that led to a great cooperation that included the translation in Greek of his latest bestseller, “Trout on Strategy” that soon became a local bestseller too.

这不仅是我们伟大友谊的开端,也是伟大合作的开始。合作内容包括对他的最新畅销书《什么是战略》(Trout on Strategy)的希腊语翻译,这本书迅速成为希腊的畅销书。

I still remember him preaching the "Keep it Simple" axiom while keeping in mind the fact "that the basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to re-tie the connections that already exist.”

我仍记得,杰克在宣传“保持简单”的理念的同时,让我们牢记这样一个事实:“定位的基本方法,并非创造某种新的、不同的事物,而是调动心智中已有的认知,重新连接已经存在的联系”。

I shall always remember Jack as a real gentleman of the kind that is difficult to find anymore. Jack was a dear friend and an exceptionally bright and gifted business and marketing strategist with whom I had the chance to learn a lot.

杰克具有难能可贵的绅士风范,这总让我印象深刻。他是我亲爱的朋友,也是一位杰出的、极具天赋的商业营销战略家,我有幸从他身上学到了很多。

May your memory be eternal and everlasting my dear friend.

愿你的记忆永存,我亲爱的朋友。




特劳特白俄罗斯合伙人
Eugene Boury
特劳特白俄罗斯合伙人


My acquaintance with Jack Trout is a real gift of fate.

对我来说,与杰克的相遇是上天赐给我的礼物。

Personally, we met only once, in September 2009, when I invited Jack to Minsk to give a one-day seminar for the elite of the Belarusian business and the marketing community.

我与杰克只见过一次面,那是在2009年9月,当时我邀请杰克去明斯克市,为白俄罗斯商界与营销界精英举办一场为期一天的研讨会。

In those three days which he spent in Belarus, I learned about marketing and branding more than in the previous five years.

杰克在白俄罗斯的这三天里,我所学到的市场营销和品牌打造的知识远多于过去五年所学。

I was only 26 years old, and because of the excitement and organizational issues, I missed most of the seminar. But Jack had a few days off, which he decided to spend in Minsk before the next performance in another country.

当时我只有26岁,由于过于兴奋,又为会务奔波,我错过了大部分研讨会内容。而杰克在前往另一个国家发表演说之前,有几天休息时间,他决定在明斯克市多做停留。

In those three days he managed to convince me to look at marketing from a completely different angle, and completely rethink my business.

在这三天里,他设法帮助我以全新视角看待市场营销,并重新思考我的业务规划。

For Belarus, his visit was the brightest business event of those years, and for me our communication was a turning point in my career as a consultant.

对白俄罗斯来说,杰克的来访是那些年最受瞩目的商业活动;对我而言,作为商业顾问,与杰克的交流是我职业生涯的转折点。

Thank you for the inspiration, Jack!

杰克,谢谢你的鼓舞和启发!




特劳特俄罗斯合伙人
Eugene Kadushin
特劳特俄罗斯合伙人


Jack was a man so full of wisdom. One may say that he has established something like Trout’s Business Philosophy with competition, positioning and differentiation as key elements, but in fact he just somehow knew how the things work. How the business works. How the life works.

杰克是一位充满智慧的人。有人可能会说,他通过竞争、定位和差异化这几个关键要素建立了特劳特的商业哲学。但事实上,他只是清楚地知道事物运行的规律,比如企业如何运作,人生如何度过。

As he observed hundreds of simple, obvious mistakes done and endlessly repeated by otherwise very bright-minded people, he came to why those mistakes were there again and again - it was all about the angle how business people viewed things: overcomplicated, process-based, too farsighted or too nearsighted, based on impossible or ignorant to opportunities.

当他观察到无数聪明人不断重复地犯简单而显而易见的错误时,他开始思考背后原因——因为商业人士看待事物的角度过于复杂,过于重视过程,要么好高骛远,要么目光短浅,或不切实际,或忽视机会。

That understanding was always behind his every book: Horse Sense, Power of Simplicity, Positioning, Marketing Warfare… From the top of the first page and up to his latest most essential business-philosophical “Trout on Strategy”, he tried to put his holistic vision into words in an attempt to transfer the tacit knowledge of the writer to the mind of the reader.

这种思考体现在他的每一部著作中:从《人生定位》(Horse Sense)、《简单的力量》(Power of Simplicity)、《定位》(Positioning)到《商战》(Marketing Warfare),从他的第一本书到凝聚商业哲学精华的最新著作——《什么是战略》(Trout on Strategy),杰克试图把他的思想体系化为文字,将自己的知识融入读者的心智。

Many read his books, some really “got it” and correctly implemented to their businesses, a few understood what it was really all about - and that changed their lives.

许多人读过他的书,有些人真正理解了他的意思,并正确地付诸于企业实践,只有少数人领悟到他思想的真谛——而他们的人生从此发生改变。

To me, Jack was a happening. The real one. His ability to express all the complexity of his thinking with a few simple and short sentences fascinated me right from our first meeting.

对我来说,杰克是一位真正具有传奇色彩的人。他用简单短小的语句表达他复杂的思想,使我从第一次见面起就为他所折服。

I really didn’t notice how his thinking became paramount for everything I did, whether it was a consulting project or an industrial business. I was really proud to become his partner at the time when I did and I still am.

不知从何时起,他的思想已经成为我的行事准则——无论是做咨询项目还是经营实业。时至今日,我一直以成为他的合伙人而感到自豪。

Rest in peace our dearest teacher and the friend of many.

我们最亲爱的老师和朋友,愿你的灵魂安息。




特劳特中东合伙人
Hasan Fadlallah
特劳特中东合伙人


To An Immortal On His 83rd Birthday!

祝您八十三岁生日快乐、永垂不朽!

January 31st 1935 a legend was born. A revolutionary man amongst few good men in a time were education was a luxury and business acumen was inherited and not taught.

1935年1月31日,一个传奇诞生了。在一个普遍认为教育是奢侈品,商业智慧只能通过遗传而无法通过教授获得的时代,杰克·特劳特是一个为数不多敢于破除规则、革故鼎新的伟人。

Jack Trout changed the rules of the game back in 1969 when he coined the term “Positioning” but in reality he put the finger on the pulse and identified how science, psychology and creativity can be best put to practice jointly to form the basic principle of how to win the minds and capture the hearts of past, present and future customers.

杰克·特劳特在1969年提出了“定位”一词,营销界的“游戏规则”从此被改变。不仅如此,在实践中,杰克·特劳特把握时代脉搏,探寻如何将科学、心理学和创造力等因素与实践结合,形成一套基本原则——关于如何抓住过去、现在和未来顾客的心,赢得顾客心智的原则。

Though Jack is no longer with us, on his 83rd Birthday we look back at him with pride, envy and gratitude and thank him for his lifetime contribution that produced an immortal simple yet complex concept of “Positioning” that is only 49 years old today and counting...

尽管杰克已经离开我们,在他83岁生日之际,我们回忆过去,心里满是骄傲、羡慕和感激。我们由衷地感谢他一生所做的伟大贡献,感谢他创造了简单又意义深刻的“定位”理论。这个理论诞生至今只有49年,它会继续照亮未来……

May your blessed soul enlighten all those that look up to you!

愿您高贵的灵魂永远照耀世上仰望您的人!




特劳特意大利合伙人
Michele Bondani
特劳特意大利合伙人


On 31st January 2018 Jack would have been 83 years old.

倘若杰克仍在世,2018年1月31日是他83岁生日。

It is right to remember him because thanks to him I understood the positioning, a concept that has changed my professional life forever.

杰克值得被铭记。因为他,我了解了“定位”—一个永远改变我职业生涯的观念。

It was thanks to the teachings of Jack that I managed to create my current company - Packaging in Italy - and it is always thanks to him that I continue to generate business for my clients. These are just some reasons why I personally owe him so much.

我能创办现在的公司Packaging in Italy,要归功于杰克的指点;也正是因为他,我才可以不断服务于客户。只言片语难言他对我的恩情。

I am sure that Jack's teachings have improved not only my professional life but also my personal life, from Jack I understood the concreteness and the determination to act.

杰克的指点,不仅限于工作上的帮助,更改变了我的个人生活。从他身上我懂得了凡事具体化和行事果断的意义。

The duty of us partners in T&P is exactly to keep his memory alive all over the world, to divulge his word and do good to the community as he did it to me.

作为特劳特伙伴公司的合伙人,我们有责任传播杰克的思想,继承他造福社会的善举,让特劳特先生的形象鲜活地留在全世界人的记忆中。

It is an honor to spread the concepts of Jack every day in my country, through new positioning case studies, through the Packaging Positioning book, articles and videos to keep his image alive forever.

能在我的国家每天传播杰克的理念,我感到十分自豪。我通过分享新的定位案例,出版Packaging Positioning书籍,写文章和发布视频的方式,让他的形象永世长存。

Jack forever.

永远的杰克。




特劳特波兰合伙人
Mirek Cias
特劳特波兰合伙人


I discovered Jack’s books sometimes in the 90’s when Poland was undergoing a dramatic transformation of it’s social, political and economic system.  Market economy was becoming a reality.

我第一次接触到杰克的书是在20世纪90年代,那时波兰正经历着一场社会、政治和经济大变革,市场经济体制正成为现实。

Although me and my business partner instinctively knew which way to go, it was Jack’s positioning approach that offered us the framework or should I say, it become the new paradigm for us.

虽然我和我的商业伙伴凭直觉知道公司该如何发展,杰克的定位方法为我们提供了指导框架,或者说,为我们树立了新的商业典范。

It influenced our thinking not only about marketing but about doing business in general.  It even elevated our understanding of “perception’ as a key factor in defining the ever changing socio-economic reality around us.

定位理论不仅影响了我们做市场营销的思维方式,更是影响了我们对商业之道的看法。它甚至提升了我们对“认知”的理解—— 一个塑造人们周边不断变化的社会经济环境的关键因素。

In working with business people of the older generation Jack’s positioning became a tool of education.  With the younger generation there was no need for this - they would quote entire passages from Jack’s books.

在与商界前辈们的共事中,杰克将他的定位理论发展成一套教育方法,而年轻一代则无此必要——他们会直接全篇引用杰克的著述。

Today, Jack’s work needs to be re-discovered in order to continue to be an inspiration for a new generation entering the marketplace and looking for guidance how to maneuver their businesses in the increasingly competitive international environment.

今天,人们更需要重拾杰克的话语,让杰克的话语不断鼓舞着进入商界的新一代人群,为他们在竞争激烈的国际环境中做商业规划提供指导。




特劳特印度合伙人
Prakash Idnani
特劳特印度合伙人


Let’s celebrate Jack’s 83rd birthday!

让我们一起纪念杰克的83岁寿辰!

Although Jack is not with us in this world, his concept of positioning and principles of marketing are immortal.

虽然杰克已经离开了我们,他的定位理论和营销原则是永恒的。

When Jack developed the concept of “positioning” with Al Ries little did he know that they would be creating a legacy which would impact many.

当杰克与艾·里斯(Al Ries)提出“定位”的概念时,他没想到他们将创造如此影响深远的思想财富。

Jack had the unique ability to dissect a problem skillfully and offer practical solution(s). His work stands testimony to that.

杰克的工作表明了他拥有独一无二的能力,可以巧妙地剖析问题并提出切实可行的解决方案。

Personally to me he was a guide and friend with whom I shared memorable moments.

对我来说,他是和我共度难忘岁月的导师和朋友。




特劳特西班牙合伙人
Raúl Peralba
特劳特西班牙合伙人


Jack Trout, a very practical and unique man who has left his mark.

杰克·特劳特,一位务实、独特,并镌刻了历史的人。

In June 1990 I went to see him at the suggestion of a professor at IESE (Spain) one of the Top10 worldwide business Schools. He warned me: “Mr. Trout is not a renown academic; but he is the most practical and effective guru I know.”

1990年6月,在西班牙IESE商学院(注:IESE是西班牙三大商学院之一)一名教授的建议下,我拜访了杰克。这位教授说:特劳特先生虽然不是声名显赫的学者,但他是我所知最务实、最有影响力的大师。

At 8:30 of June 11th my meeting started in Trout’s office in Greenwich, Conn. USA. At 9:15 we already agreed a way of working together and I became the first Jack’s Partner out of USA. We do not even sign a contract.

6月11日上午8:30,我在位于美国康涅狄格州格林威治的特劳特先生的办公室见到了杰克,到上午9:15,我们已经就合作方式达成一致,我成为了杰克在美国以外的第一个合伙人。我们甚至没有签署合同。

He said: "What do we need a contract for? We have to pay a lawyer to formalize it and if we do not understand we have to pay him again to rescind it. On the other hand, if we understand each other, never we will need a contract."

特劳特先生说:“我们需要合同干什么?签合同需要请律师来拟正式文件,如果发生分歧,还需要再支付一笔律师费用来解除合同,但如果我们彼此信任理解,就永远不需要合同。”

That's the way it was, only a gentlemen's agreement sealed only with a handshake that we never breached either one of us. This was him, clear and simple.

事情就是这样,我俩一直遵循我们之间的君子协定。这就是特劳特先生,一个崇尚清晰、简单的人。

In these 27 years I have worked with Jack in Spain, Europe and Latin America and I have had his confidence to adapt all his books to the Spanish-speaking countries as co-author.

在这27年里,我和杰克一起在西班牙、欧洲和拉丁美洲工作过,我得到了他的信任,以共同作者的身份将他的著作改译成西班牙语。

In these years we have also carried out together more than 250 projects of competitive positioning and strategic branding for SMEs, international corporations, countries, tourist or investment destinations, politicians and business leaders...

那些年,我们还共同完成了250多个关于竞争定位和品牌战略的项目,服务对象包括中小企业、跨国公司、国家、景点、投资目的地、政治家和企业领导人。

Without a doubt it has left a mark and a simple and clear legacy that we must learn to take advantage of. In a global world that is increasingly competitive, of permanent change and asymmetric crises, Positioning is and will be a "key" key, although now fashion is to invent words without meaning...

毫无疑问,特劳特先生镌刻了历史,留下了崇尚简单、清晰的思想财富,我们必须学会充分利用它。在竞争激烈、日新月异、充满危机的国际环境中,定位理论在现在与未来都是指导企业成功的关键,虽然现在的风气是创造一些毫无意义的词语……



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