Many books/articles have been written about strategy. While I think the books/articles that worth reading again and again is Porter’s What is Strategy, which was published on Harvard Business Review in Nov-Dec,1996.
Today, I spent some hours read Jack Trout’s Trout on Strategy. I’m sorry that I didn’t finish the book as I found the book was attractive for the front part but not the latter.
Strategy is: what makes you unique and what is the best way to put that difference into the minds of your customers and prospects. To achieve the goal, you should choose what to do and not. To operate efficiently, you should make things fit-together.
The following are some except from the book.
Chapter 1: Strategy is all about survival
Using good strategy is how you survive what I call the tyranny of choice.
What used to be national markets with local companies competing for business has become a global market with everyone competing for everyone's business everywhere.
The only problem is that they go into so much detail that you're more confused than when you started.
In a tough world, using strategy is how you survive.
Chapter 2: Strategy is all about perceptions
Minds are limited. The mind rejects new information that doesn't compute .It accepts only new information that matches its current state of mind.
An advertiser who wants to introduce a new product category must carry in a new ladder. This, too, is difficult, especially if the new category is not positioned against the old one. The mind has no room for what's new and different unless it's related to the mind.
Human beings rely more heavily on learning than any other species that has ever existed.
The secret of being remembered: keep it simple. Simplicity is the ultimate sophistication.
Pure logic is no guarantee of a winning argument.
Minds tend to be emotional, not rational.
It turns out that we're actually more impressed by what we already know(or buy) than by what's 'new'.
Perception is reality.
Don't get confused by facts.
Strategy is what makes you unique
《什么是战略》热门书评
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如果不跟迈克尔比的话,我还不会鄙视他
5有用 1无用 BysTander5 2008-10-05
除了《什么是战略》这本书的书名会跟杰克•特劳特扯上边之外,我真的不知道他跟战略有什么关系;假如还有人认为他是战略方面的专家的话,如不是感叹华尔街媒体的“穿透力”,那也只能对人类的可怜发出唏嘘了…… 用了1.5个小时的时...
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读trout之什么是战略 读书札记
2有用 0无用 当个铃叮当 2011-04-06
其实上大学期间我就一直觉得管理学一类的课程不是靠学来的,是靠实践体会琢磨而来的,最好的管理学的书实际上是这种体会的最好的总结方式。西方的管理学书籍比中国多,那是因为他们的确实践历史长久,但是水平跟国内的学术书籍那是没的比的,英文的每个单词的不同含义,鲜明而简单,国语中的词汇呢,韵味深长,复杂且易混淆...
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观念很不错,阐述很垃圾!
1有用 0无用 cmatao 2009-05-01
作者的其他些书还算不错的,但这本书算是垃圾来的!不管了,转抄书后的战略要点如下,我很想不清楚,出版商是啥意思,竟然在书后加了很长一段英文出来,目的是什么呢?我想是为了增加书的厚度,这样出版商卖出30元,才心安理得,真TMD的不靠谱!1.战略是一个简单、焦点明确的价值定位,换句话说,战略是买你的产品而...
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别被战略两字忽悠了
1有用 0无用 keroro 2010-07-11
比较简单,算是定位的延伸阅读版吧。硬要跟战略扯上关系,算是品牌战略的范畴。如果你买过或看过特劳特的书,这本不值得再买。出版社不厚道,将一篇文章拉长一点点就出成一本书,还定价为29.8....
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定位之作
0有用 0无用 叁小喜 2008-12-25
如果对如何“定位”这个词感兴趣的话,或许可以读读这本书。这本书更多的是从消费者的思维和心理着手进行的一些分析和判断性的言论,还是值得一读的。看完了这本书,还可以看看它的另一本著作《新定位》虽然讲的东西都差不多,但是有些观念和见解还是很值得学习的。...
书名: 什么是战略
作者: [美] 杰克·特劳特
出版社: 机械工业出版社
译者: 火华强
出版年: 2011-1-1
页数: 172
定价: 38.00元
装帧: Hardcover
丛书: 定位经典丛书
ISBN: 9787111327349