杰克·特勞特和他的伙伴們 2018-01-31

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2018年1月31號是定位之父杰克·特勞特先生誕辰83周年的紀念日。

平凡的一天,因為一個人而變得不平凡。

除了來自中國的定位愛好者、媒體人和企業家們,全球各地的特勞特伙伴公司合伙人也紛紛發文,重溫與特勞特先生相識的點滴,讓我們得以一窺大師風范。

我們摘取了部分合伙人的紀念文章,和大家分享。



特勞特毛里求斯合伙人
Amal Ghoorah
特勞特毛里求斯合伙人


JACK’S NOTIONS VERY RELEVANT TO THE REAL WORLD.

杰克的理論與現實世界密切相關。

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

上世紀八十年代中期,我在美國留學時初次接觸到杰克的名字和他的理論。

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

1989年,我回到祖國毛里求斯參加工作,擔任當地寶馬公司的營銷主管。

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

在那期間,我買了杰克與艾·里斯(Al Ries)合著的《營銷革命》(Bottom-Up Marketing),并懷著激動的心情讀完。

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.

毫不夸張地說,書中的理論對我在1990年7月負責的寶馬518車型推廣上市工作大有幫助。

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.

當時,我要對奔馳公司3個月前推出的奔馳1.8(又稱“The Baby Benz”)發動進攻,依據書中理論,我制定了整合傳播策略,使領寶馬518車型成功搶占了Baby Benz的當地市場份額。

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,在和杰克進行電話會議時,他同意我和我的合伙人Rajiv成為特勞特伙伴公司毛里求斯分支機構的負責人,今天你們可以想象我當時是多么激動。

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

很不幸,杰克已經離開了我們,但他的理論工具是留給我們的寶貴遺產,幫助我們繼續前進。




特勞特希臘合伙人
Basil Tsaras
特勞特希臘合伙人


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,在去往德國斯圖加特的途中,我收到杰克的郵件,他透露自己患了一種罕見的胃癌。這個噩耗令我難以置信,我祈禱他能早日康復。

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.

我們一直保持郵件往來,他總是熱切地與我交流想法,包括如何在希臘創建大型項目,如何為國家重新定位,如何穩定外商投資,以及如何用吸引更多游客的方式應對希臘自大蕭條以來最嚴重的一次金融危機。

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.

他知道當地的困難和財政緊縮措施的制約,但仍試圖讓我振作起來,盡管他本人還在與病魔作斗爭。

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

這就是杰克·特勞特,一位偉大的領袖,一位令人欽佩的且具有卓識遠見的人,同時也是我親愛的朋友。

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,我邀請杰克來雅典參加一場為期兩天的“營銷戰略與游擊營銷”會議,那是我第一次見到杰克和他的美麗的妻子帕特麗夏(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號,杰克在演講中分析了他最喜歡的課題--“與眾不同”。第二天,被譽為“游擊營銷之父”的杰伊·康拉德·萊文森”(Jay Conrad Levinson)以“精通游擊營銷”為題作了演講。

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.

這不僅是我們偉大友誼的開端,也是偉大合作的開始。合作內容包括對他的最新暢銷書《什么是戰略》(Trout on Strategy)的希臘語翻譯,這本書迅速成為希臘的暢銷書。

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.”

我仍記得,杰克在宣傳“保持簡單”的理念的同時,讓我們牢記這樣一個事實:“定位的基本方法,并非創造某種新的、不同的事物,而是調動心智中已有的認知,重新連接已經存在的聯系”。

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.

杰克具有難能可貴的紳士風范,這總讓我印象深刻。他是我親愛的朋友,也是一位杰出的、極具天賦的商業營銷戰略家,我有幸從他身上學到了很多。

May your memory be eternal and everlasting my dear friend.

愿你的記憶永存,我親愛的朋友。




特勞特白俄羅斯合伙人
Eugene Boury
特勞特白俄羅斯合伙人


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

對我來說,與杰克的相遇是上天賜給我的禮物。

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.

我與杰克只見過一次面,那是在2009年9月,當時我邀請杰克去明斯克市,為白俄羅斯商界與營銷界精英舉辦一場為期一天的研討會。

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

杰克在白俄羅斯的這三天里,我所學到的市場營銷和品牌打造的知識遠多于過去五年所學。

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.

當時我只有26歲,由于過于興奮,又為會務奔波,我錯過了大部分研討會內容。而杰克在前往另一個國家發表演說之前,有幾天休息時間,他決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.

在這三天里,他設法幫助我以全新視角看待市場營銷,并重新思考我的業務規劃。

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.

對白俄羅斯來說,杰克的來訪是那些年最受矚目的商業活動;對我而言,作為商業顧問,與杰克的交流是我職業生涯的轉折點。

Thank you for the inspiration, Jack!

杰克,謝謝你的鼓舞和啟發!




特勞特俄羅斯合伙人
Eugene Kadushin
特勞特俄羅斯合伙人


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.

杰克是一位充滿智慧的人。有人可能會說,他通過競爭、定位和差異化這幾個關鍵要素建立了特勞特的商業哲學。但事實上,他只是清楚地知道事物運行的規律,比如企業如何運作,人生如何度過。

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.

當他觀察到無數聰明人不斷重復地犯簡單而顯而易見的錯誤時,他開始思考背后原因——因為商業人士看待事物的角度過于復雜,過于重視過程,要么好高騖遠,要么目光短淺,或不切實際,或忽視機會。

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.

這種思考體現在他的每一部著作中:從《人生定位》(Horse Sense)、《簡單的力量》(Power of Simplicity)、《定位》(Positioning)到《商戰》(Marketing Warfare),從他的第一本書到凝聚商業哲學精華的最新著作——《什么是戰略》(Trout on Strategy),杰克試圖把他的思想體系化為文字,將自己的知識融入讀者的心智。

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.

許多人讀過他的書,有些人真正理解了他的意思,并正確地付諸于企業實踐,只有少數人領悟到他思想的真諦——而他們的人生從此發生改變。

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.

對我來說,杰克是一位真正具有傳奇色彩的人。他用簡單短小的語句表達他復雜的思想,使我從第一次見面起就為他所折服。

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.

不知從何時起,他的思想已經成為我的行事準則——無論是做咨詢項目還是經營實業。時至今日,我一直以成為他的合伙人而感到自豪。

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

我們最親愛的老師和朋友,愿你的靈魂安息。




特勞特中東合伙人
Hasan Fadlallah
特勞特中東合伙人


To An Immortal On His 83rd Birthday!

祝您八十三歲生日快樂、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,一個傳奇誕生了。在一個普遍認為教育是奢侈品,商業智慧只能通過遺傳而無法通過教授獲得的時代,杰克·特勞特是一個為數不多敢于破除規則、革故鼎新的偉人。

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·特勞特在1969年提出了“定位”一詞,營銷界的“游戲規則”從此被改變。不僅如此,在實踐中,杰克·特勞特把握時代脈搏,探尋如何將科學、心理學和創造力等因素與實踐結合,形成一套基本原則——關于如何抓住過去、現在和未來顧客的心,贏得顧客心智的原則。

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...

盡管杰克已經離開我們,在他83歲生日之際,我們回憶過去,心里滿是驕傲、羨慕和感激。我們由衷地感謝他一生所做的偉大貢獻,感謝他創造了簡單又意義深刻的“定位”理論。這個理論誕生至今只有49年,它會繼續照亮未來……

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

愿您高貴的靈魂永遠照耀世上仰望您的人!




特勞特意大利合伙人
Michele Bondani
特勞特意大利合伙人


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歲生日。

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

杰克值得被銘記。因為他,我了解了“定位”—一個永遠改變我職業生涯的觀念。

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.

我能創辦現在的公司Packaging in Italy,要歸功于杰克的指點;也正是因為他,我才可以不斷服務于客戶。只言片語難言他對我的恩情。

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.

杰克的指點,不僅限于工作上的幫助,更改變了我的個人生活。從他身上我懂得了凡事具體化和行事果斷的意義。

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.

作為特勞特伙伴公司的合伙人,我們有責任傳播杰克的思想,繼承他造福社會的善舉,讓特勞特先生的形象鮮活地留在全世界人的記憶中。

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.

能在我的國家每天傳播杰克的理念,我感到十分自豪。我通過分享新的定位案例,出版Packaging Positioning書籍,寫文章和發布視頻的方式,讓他的形象永世長存。

Jack forever.

永遠的杰克。




特勞特波蘭合伙人
Mirek Cias
特勞特波蘭合伙人


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.

我第一次接觸到杰克的書是在20世紀90年代,那時波蘭正經歷著一場社會、政治和經濟大變革,市場經濟體制正成為現實。

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.

雖然我和我的商業伙伴憑直覺知道公司該如何發展,杰克的定位方法為我們提供了指導框架,或者說,為我們樹立了新的商業典范。

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.

定位理論不僅影響了我們做市場營銷的思維方式,更是影響了我們對商業之道的看法。它甚至提升了我們對“認知”的理解—— 一個塑造人們周邊不斷變化的社會經濟環境的關鍵因素。

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.

在與商界前輩們的共事中,杰克將他的定位理論發展成一套教育方法,而年輕一代則無此必要——他們會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,人們更需要重拾杰克的話語,讓杰克的話語不斷鼓舞著進入商界的新一代人群,為他們在競爭激烈的國際環境中做商業規劃提供指導。




特勞特印度合伙人
Prakash Idnani
特勞特印度合伙人


Let’s celebrate Jack’s 83rd birthday!

讓我們一起紀念杰克的83歲壽辰!

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

雖然杰克已經離開了我們,他的定位理論和營銷原則是永恒的。

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.

當杰克與艾·里斯(Al Ries)提出“定位”的概念時,他沒想到他們將創造如此影響深遠的思想財富。

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擁有獨一無二的能力,可以巧妙地剖析問題并提出切實可行的解決方案。

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

對我來說,他是和我共度難忘歲月的導師和朋友。




特勞特西班牙合伙人
Raúl Peralba
特勞特西班牙合伙人


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

杰克·特勞特,一位務實、獨特,并鐫刻了歷史的人。

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商學院(注:IESE是西班牙三大商學院之一)一名教授的建議下,我拜訪了杰克。這位教授說:特勞特先生雖然不是聲名顯赫的學者,但他是我所知最務實、最有影響力的大師。

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,我在位于美國康涅狄格州格林威治的特勞特先生的辦公室見到了杰克,到上午9:15,我們已經就合作方式達成一致,我成為了杰克在美國以外的第一個合伙人。我們甚至沒有簽署合同。

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."

特勞特先生說:“我們需要合同干什么?簽合同需要請律師來擬正式文件,如果發生分歧,還需要再支付一筆律師費用來解除合同,但如果我們彼此信任理解,就永遠不需要合同。”

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.

事情就是這樣,我倆一直遵循我們之間的君子協定。這就是特勞特先生,一個崇尚清晰、簡單的人。

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.

在這27年里,我和杰克一起在西班牙、歐洲和拉丁美洲工作過,我得到了他的信任,以共同作者的身份將他的著作改譯成西班牙語。

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,我們還共同完成了250多個關于競爭定位和品牌戰略的項目,服務對象包括中小企業、跨國公司、國家、景點、投資目的地、政治家和企業領導人。

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...

毫無疑問,特勞特先生鐫刻了歷史,留下了崇尚簡單、清晰的思想財富,我們必須學會充分利用它。在競爭激烈、日新月異、充滿危機的國際環境中,定位理論在現在與未來都是指導企業成功的關鍵,雖然現在的風氣是創造一些毫無意義的詞語……



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