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| | Differentiate or Die by Jack Trout and Steve Rivkin |
 | | Trout concentrates on illustrating ideas that will differente you from the pack: Being first (and staying there), owning a discernible attribute, having a heritage, becoming the preference of a particular consumer group, or even being the most recent arrival in a product arena are just some of these useful differentiates he presents. |
 | | JACK TROUT is President of Trout and Partners Ltd. (troutandpartners.com), one of the most prestigious marketing firms in the United States, with offices in 13 countries and a client list that includes ATandT, IBM, Merrill Lynch, Sears, and other Fortune 500 companies. |
 | | STEVE RIVKIN is coauthor of The New Positioning and The Power of Simplicity and head of a communications consulting firm whose clients include Kraft Foods, Olin Corp., and Horizon Health System. |
| www.betterbizbooks.com /bb/differentiate.htm (521 words) |
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