博亚体育app官方入口

杰克·特劳特和他的伙伴们 2018-01-31特劳特(中国)

pc.jpg

wx.jpg


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(guan)。

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

上世纪(ji)八十年代(dai)中期,我在美国留学(xue)时初(chu)次接触到(dao)杰克的名(ming)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(zu)国毛里(li)求斯(si)参加工作(zuo),担任当地宝马公(gong)司的营(ying)销(xiao)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(nei)期间,我(wo)买(mai)了(le)杰(jie)克(ke)与艾·里斯(Al Ries)合著的《营(ying)销革命》(Bottom-Up Marketing),并怀着激(ji)动的心情(qing)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(zhang)地说,书中的(de)理(li)论(lun)对(dui)我在1990年7月负责的(de)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(yue)前(qian)推出的奔驰1.8(又称“The Baby Benz”)发动进(jin)攻(gong),依据(ju)书中理论,我制定了(le)整合传播策略(lve),使(shi)领宝马518车型成功抢占了(le)Baby Benz的当地市(shi)场(chang)份(fen)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(he)杰克(ke)进行电(dian)话会议时(shi),他同意我和(he)我的合伙人(ren)Rajiv成为特劳特伙伴(ban)公司(si)毛里求斯分支机构的负(fu)责人(ren),今天你们可以想象(xiang)我当时(shi)是多么激(ji)动(dong)。

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

很不(bu)幸,杰(jie)克已经离开了我(wo)(wo)们,但他的理论工(gong)具是留给我(wo)(wo)们的宝贵遗产,帮(bang)助(zhu)我(wo)(wo)们继(ji)续前(qian)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(ri)星(xing)期二(er)下午19:06,在去往(wang)德国斯图(tu)加特的(de)途中,我收到杰克的(de)邮件(jian),他透(tou)露自己(ji)患(huan)了一种罕见的(de)胃癌(ai)。这个噩(e)耗令我难(nan)以置信,我祈祷他能早日(ri)康(kang)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(wo)们一直保持邮件往来,他(ta)总是热切地与我(wo)交流想(xiang)法(fa),包括如(ru)何(he)在希(xi)腊创(chuang)建大型(xing)项(xiang)目,如(ru)何(he)为国家重新(xin)定位,如(ru)何(he)稳定外(wai)商投资,以及如(ru)何(he)用(yong)吸引更多游客的方式应(ying)对(dui)希(xi)腊自大萧条以来最严重的一次金融危机(ji)。

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(di)的困(kun)难和(he)财政紧(jin)缩措施的制约,但(dan)仍试图让我振作起来,尽(jin)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(zhei)就是杰克(ke)·特(te)劳(lao)特(te),一(yi)位(wei)伟大的(de)领(ling)袖,一(yi)位(wei)令(ling)人钦佩(pei)的(de)且具有卓识远(yuan)见的(de)人,同时也是我亲爱(ai)的(de)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(wo)邀请杰(jie)(jie)克(ke)来(lai)雅典参加一场为期两天(tian)的“营(ying)(ying)销(xiao)战略与游击营(ying)(ying)销(xiao)”会(hui)议(yi),那(nei)是我(wo)第一次见(jian)到杰(jie)(jie)克(ke)和(he)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(ke)在演(yan)讲中分(fen)析了(le)他最喜欢的课题(ti)--“与众(zhong)不同(tong)”。第(di)二(er)天,被誉为“游击营销之父(fu)”的杰伊·康(kang)拉德·莱文(wen)森”(Jay Conrad Levinson)以“精通游击营销”为题(ti)作了(le)演(yan)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(shi)我们伟(wei)大(da)友(you)谊的(de)开端(duan),也(ye)是(shi)伟(wei)大(da)合作的(de)开始。合作内容包括对他的(de)最(zui)新(xin)畅销书《什么是(shi)战略(lve)》(Trout on Strategy)的(de)希腊(la)语翻(fan)译,这本书迅速成(cheng)为希腊(la)的(de)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(ji)得,杰克在(zai)宣传“保持简单”的(de)(de)(de)理念的(de)(de)(de)同时,让我们(men)牢记(ji)这(zhei)样一(yi)个事实:“定位的(de)(de)(de)基本方法,并(bing)非创造某种(zhong)新(xin)的(de)(de)(de)、不同的(de)(de)(de)事物(wu),而是调动心(xin)智中已(yi)有(you)的(de)(de)(de)认知,重新(xin)连接已(yi)经存在(zai)的(de)(de)(de)联(lian)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(jie)克具有(you)难(nan)能可贵的(de)绅(shen)士风范(fan),这总让我印象(xiang)深刻。他(ta)是我亲(qin)爱的(de)朋友,也是一(yi)位杰(jie)出的(de)、极具天赋(fu)的(de)商业营销战略家,我有(you)幸从他(ta)身(shen)上(shang)学到了很多。

May your memory be eternal and everlasting my dear friend.

愿你的记忆永存,我亲(qin)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(yu)杰(jie)克的相遇(yu)是(shi)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(yu)杰克(ke)只(zhi)见过一(yi)次面,那是在2009年9月(yue),当时我邀(yao)请杰克(ke)去明(ming)斯(si)克(ke)市,为(wei)白俄(e)罗(luo)斯(si)商界(jie)(jie)与(yu)营销界(jie)(jie)精英(ying)举办(ban)一(yi)场(chang)为(wei)期一(yi)天(tian)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(jie)克(ke)在(zai)白俄罗斯(si)的(de)这三天里,我所学到的(de)市场营销和(he)品牌打造的(de)知识远多于(yu)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(sui),由于过于兴奋,又为会务(wu)奔波(bo),我错过了大部分研讨会内容(rong)。而杰克在(zai)(zai)前往另一个(ge)国(guo)家发(fa)表(biao)演说(shuo)之(zhi)前,有几天(tian)休息时间,他(ta)决定在(zai)(zai)明(ming)斯克市(shi)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(ta)设法帮助我以全新视角看(kan)待市场营销,并(bing)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(e)罗斯(si)来说,杰(jie)克(ke)的(de)来访是那些年(nian)最受(shou)瞩目的(de)商(shang)业(ye)活(huo)动;对我而言,作为(wei)商(shang)业(ye)顾问(wen),与(yu)杰(jie)克(ke)的(de)交流(liu)是我职业(ye)生(sheng)涯的(de)转折点。

Thank you for the inspiration, Jack!

杰克,谢谢你的鼓舞(wu)和(he)启发(fa)!




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(de)人(ren)。有人(ren)可能会(hui)说,他通过(guo)竞(jing)争(zheng)、定(ding)位和差(cha)异化这几(ji)个关键要(yao)素建立了特(te)劳(lao)特(te)的(de)商业(ye)(ye)哲学(xue)。但事实上,他只是清(qing)楚地知道事物运行的(de)规律,比(bi)如(ru)企业(ye)(ye)如(ru)何运作,人(ren)生如(ru)何度过(guo)。

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(dang)他观(guan)察到无数聪明人不断重(zhong)复地犯简单(dan)而(er)显而(er)易见(jian)的错误(wu)时,他开始思考背后原因——因为(wei)商(shang)业人士看(kan)待(dai)事物(wu)的角度(du)过于(yu)复杂(za),过于(yu)重(zhong)视过程(cheng),要么好高骛远,要么目光(guang)短浅,或(huo)不切实际,或(huo)忽视机会(hui)。

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(ta)的(de)每一部著作中(zhong):从(cong)《人(ren)生定位》(Horse Sense)、《简单的(de)力量》(Power of Simplicity)、《定位》(Positioning)到《商(shang)战》(Marketing Warfare),从(cong)他(ta)的(de)第一本书(shu)到凝聚(ju)商(shang)业哲学精华的(de)最(zui)新著作——《什(shen)么是战略》(Trout on Strategy),杰克试(shi)图把他(ta)的(de)思想体系化为文字(zi),将自己的(de)知(zhi)识融入读者的(de)心(xin)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(de)书,有(you)些人真(zhen)正理解(jie)了(le)他的(de)意思,并正确地付(fu)诸于企(qi)业实践,只有(you)少数人领悟到(dao)他思想的(de)真(zhen)谛——而(er)他们的(de)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(dui)我(wo)来说,杰(jie)克是(shi)一位真正具有传奇色彩的(de)人(ren)。他(ta)(ta)用(yong)简单短小的(de)语句表达(da)他(ta)(ta)复杂的(de)思想(xiang),使我(wo)从第一次见面起(qi)就为他(ta)(ta)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(zhi)从何时起,他(ta)的思想已经成(cheng)(cheng)为我的行事准则——无论是做咨询(xun)项目还是经营实(shi)业。时至(zhi)今日,我一直以(yi)成(cheng)(cheng)为他(ta)的合伙人(ren)而感(gan)到自豪。

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

我们最亲爱的(de)老师和朋友,愿你的(de)灵(ling)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(yong)垂(chui)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(dan)生了(le)。在一个普(pu)遍(bian)认为教(jiao)育是(shi)奢侈品,商业(ye)智慧(hui)只能通过遗传而(er)无法通过教(jiao)授获得(de)的时代(dai),杰克·特劳特是(shi)一个为数(shu)不(bu)多(duo)敢(gan)于(yu)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(zai)1969年提出了(le)“定位”一(yi)词,营销(xiao)界的(de)“游(you)戏规则(ze)”从此被改变。不仅如(ru)此,在(zai)实践中,杰克·特劳特把(ba)握时(shi)代脉(mai)搏,探寻如(ru)何将科(ke)学、心(xin)(xin)理学和创(chuang)造力(li)等因(yin)素与(yu)实践结合,形成一(yi)套(tao)基(ji)本原(yuan)则(ze)——关于如(ru)何抓(zhua)住(zhu)过去、现在(zai)和未来顾(gu)(gu)客的(de)心(xin)(xin),赢得顾(gu)(gu)客心(xin)(xin)智的(de)原(yuan)则(ze)。

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(yi)经离开我们,在他(ta)(ta)83岁(sui)生日(ri)之际,我们回忆过去,心里(li)满是骄傲、羡慕和感(gan)激。我们由(you)衷(zhong)地感(gan)谢他(ta)(ta)一生所做的(de)伟大贡献,感(gan)谢他(ta)(ta)创造了简单(dan)又意义深刻的(de)“定位”理(li)论。这个理(li)论诞生至今(jin)只有49年(nian),它会继(ji)续(xu)照亮未来……

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

愿您(nin)高(gao)贵的灵(ling)魂永(yong)远照耀(yao)世上仰(yang)望您(nin)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(tang)若杰克仍在世(shi),2018年(nian)1月31日(ri)是他83岁(sui)生日(ri)。

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(wo)了解(jie)了“定位”—一个永(yong)远改变(bian)我(wo)职业生涯的观(guan)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(de)(de)(de)公司(si)Packaging in Italy,要归功于杰克的(de)(de)(de)指点;也正(zheng)是因为(wei)他,我才(cai)可以(yi)不断服务于客户。只言片语难(nan)言他对(dui)我的(de)(de)(de)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(de)指点,不仅(jin)限于工作上的(de)帮助(zhu),更(geng)改变了我的(de)个人(ren)生活。从他(ta)身上我懂得了凡事具(ju)体化和(he)行(xing)事果断的(de)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(te)劳特(te)伙(huo)伴公(gong)司的(de)合伙(huo)人(ren),我们(men)有责任(ren)传播杰克的(de)思想,继承他造福社会的(de)善举,让特(te)劳特(te)先生(sheng)的(de)形(xing)象鲜(xian)活(huo)地(di)留在(zai)全世(shi)界(jie)人(ren)的(de)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(zai)我(wo)的国家每天传播杰克的理念,我(wo)感到十分自豪。我(wo)通过分享新(xin)的定位案例,出版Packaging Positioning书籍(ji),写文章和发(fa)布视频的方式,让他的形象永世(shi)长存。

Jack forever.

永远的杰(jie)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(di)一(yi)(yi)次接触到杰克的书是在20世纪(ji)90年代,那时(shi)波兰正经历着一(yi)(yi)场(chang)社会、政治和经济大变革,市场(chang)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(ping)直觉(jue)知(zhi)道(dao)公(gong)司该如何发展,杰克的定位方法为(wei)(wei)我们提供(gong)了指导(dao)框架,或(huo)者说,为(wei)(wei)我们树立了新的商业典(dian)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(li)论(lun)不仅影响(xiang)了(le)(le)我们做市场(chang)营销(xiao)的(de)思(si)维方式,更是影响(xiang)了(le)(le)我们对(dui)商业之道的(de)看法。它(ta)甚至提升了(le)(le)我们对(dui)“认(ren)知(zhi)”的(de)理(li)解—— 一个塑造人们周边不断变化的(de)社会经济环境的(de)关(guan)键(jian)因素(su)。

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(men)的(de)共事中,杰克将他的(de)定位理论发展(zhan)成(cheng)一套教育方法,而年轻一代则无此必要——他们(men)会(hui)直接全篇引用杰克的(de)著(zhu)述(shu)。

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(geng)需要(yao)重拾杰克的(de)话(hua)语,让杰克的(de)话(hua)语不断鼓舞着进入商界的(de)新一代人群,为他们在(zai)竞争激烈的(de)国际环(huan)境中做商业规划提(ti)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(jie)克的(de)83岁(sui)寿辰!

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

虽然杰(jie)克已经离开了我(wo)们,他(ta)的定位理(li)论和(he)营销原则是永(yong)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(jie)克与艾(ai)·里斯(Al Ries)提出“定位”的概念时,他没想到他们将创(chuang)造(zao)如此影响深远的思(si)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(le)他(ta)拥有独一无(wu)二的能力(li),可以巧妙(miao)地剖析问题并提(ti)出(chu)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(dui)我来说,他是和我共(gong)度(du)难忘岁(sui)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(te)(te)劳特(te)(te),一位务实、独特(te)(te),并镌刻了历史的(de)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(xi)班牙IESE商(shang)学院(注(zhu):IESE是(shi)西(xi)班牙三(san)大商(shang)学院之一(yi))一(yi)名教授的(de)建(jian)议下,我拜(bai)访了杰(jie)克。这位教授说:特劳(lao)特先生虽然(ran)不是(shi)声名显(xian)赫的(de)学者,但他是(shi)我所知最务实(shi)、最有影响(xiang)力(li)的(de)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(ri)上(shang)午(wu)8:30,我(wo)(wo)在位于美国(guo)康涅(nie)狄格(ge)州格(ge)林威治的特(te)劳特(te)先生的办公室见到了(le)杰(jie)克(ke),到上(shang)午(wu)9:15,我(wo)(wo)们已经就合作(zuo)方式达(da)成一致(zhi),我(wo)(wo)成为了(le)杰(jie)克(ke)在美国(guo)以外(wai)的第一个合伙(huo)人。我(wo)(wo)们甚(shen)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(men)需(xu)要合同(tong)干什么(me)?签合同(tong)需(xu)要请律(lv)师(shi)来拟正式(shi)文(wen)件(jian),如果(guo)发生分歧,还需(xu)要再支付一笔律(lv)师(shi)费用(yong)来解除合同(tong),但如果(guo)我们(men)彼此信任理解,就(jiu)永远不需(xu)要合同(tong)。”

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(jiu)是(shi)这样(yang),我(wo)俩一(yi)(yi)直遵循我(wo)们之间的君(jun)子协定(ding)。这就(jiu)是(shi)特(te)(te)劳特(te)(te)先生,一(yi)(yi)个崇尚清晰、简(jian)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(zhei)27年(nian)里,我(wo)和杰(jie)克一起在西(xi)班牙、欧洲(zhou)和拉丁美洲(zhou)工作(zuo)过,我(wo)得到了他的(de)信任(ren),以共同作(zuo)者(zhe)的(de)身份将(jiang)他的(de)著作(zuo)改译成西(xi)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(hai)共同完(wan)成了250多(duo)个关于竞(jing)争定位和品牌(pai)战略的(de)项目,服务对象包括中小企业、跨国公司、国家、景点、投资目的(de)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(hao)无疑问(wen),特劳特先生镌刻了历史(shi),留下了崇尚(shang)简单、清晰的(de)思想财富,我(wo)们必须学会(hui)充分利用它。在(zai)(zai)竞争激烈、日新月(yue)异、充满危机的(de)国际(ji)环(huan)境中,定位(wei)理论在(zai)(zai)现(xian)在(zai)(zai)与未来都是(shi)指导(dao)企业(ye)成功的(de)关键,虽然现(xian)在(zai)(zai)的(de)风气(qi)是(shi)创造一些毫(hao)无意义的(de)词(ci)语……



相关推荐

特劳(lao)特举(ju)办定位理论50周年全球盛(sheng)典

2019-09-26

特(te)劳(lao)特(te)伙伴公司(si)在上海成功(gong)举办了定位(wei)(wei)理(li)论50周年(nian)全球盛典。自从定位(wei)(wei)之父杰克·特(te)劳(lao)特(te)1969年(nian)首次提出商(shang)(shang)业领域的“定位(wei)(wei)”概念以来(lai),经(jing)过50年(nian)的发(fa)展,对(dui)全球范围的商(shang)(shang)业竞争和企业管理(li)实践产(chan)生(sheng)了深远影响,世界众多知名企业从这一战略(lve)理(li)论中受益良(liang)多。

媒体报(bao)道 | 邓(deng)德隆:李泽厚(hou)离世的广泛反响(xiang),凸显人们对(dui)深厚(hou)思想的向往

2021-11-05

邓德隆与李(li)(li)泽厚都(dou)是湖南人,2004年相识(shi),有(you)着长(zhang)达17年的密切交往,其职业生(sheng)涯深受李(li)(li)泽厚影响(xiang)。作为(wei)世(shi)界顶级战略专家,邓德隆现任特(te)(te)劳特(te)(te)伙伴公(gong)司(si)(Trout & Partners)全球总(zong)裁、特(te)(te)劳特(te)(te)中国公(gong)司(si)董(dong)事长(zhang)。

关(guan)于(yu)李(li)泽厚先生二三事

2021-11-04

当(dang)代最伟大(da)思(si)想(xiang)家(jia)之一的李泽厚先(xian)生停(ting)止思(si)想(xiang)了,这是人类巨大(da)的损失(shi)。就像伏尔泰之于(yu)法国,培(pei)根之于(yu)英国,康(kang)德(de)之于(yu)德(de)国,李泽厚先(xian)生的思(si)想(xiang)滋养(yang)了几(ji)代中国人,并(bing)惠及世界。

奶酪女(nv)王柴(chai)琇(xiu):从绝(jue)境中创造第一

2021-10-27

2021年(nian)10月24日,在特劳特定(ding)位(wei)培训(xun)班上,中国奶酪第一品牌(pai)妙可蓝多(duo)(duo)创始人柴琇女士分享了妙可蓝多(duo)(duo)成长背(bei)后(hou)的战(zhan)略思考,以下为演讲实录(lu)。

邓德隆对话徐(xu)国华:共叙中国“海鲜一哥”创业史

2021-09-30

1999年(nian)(nian)创(chuang)立(li)的(de)徐记海(hai)鲜(xian),经过(guo)22年(nian)(nian)艰苦创(chuang)业,终成中(zhong)(zhong)国海(hai)鲜(xian)酒楼“一哥”。2021年(nian)(nian),徐记在上海(hai)、深圳、武(wu)汉、西(xi)安、长(zhang)沙等地已(yi)拥有近60家门店(dian)超10万平米,被中(zhong)(zhong)国饭店(dian)协会授予“海(hai)鲜(xian)领军品(pin)牌企业”,在“2021中(zhong)(zhong)国海(hai)鲜(xian)酒楼品(pin)牌影响(xiang)力综合(he)排(pai)名榜”名列第一。

伙伴动态 | 车好多完成3亿美元融资,持续加速行业(ye)升(sheng)级(ji)

2021-06-10

6月(yue)10日,车好(hao)多(duo)集团宣布,已完成3亿美(mei)元新一轮融资,本轮由(you)H Capital领(ling)投(tou),红杉资本中国基(ji)金(jin)、IDG资本、杨(yang)浩涌个人基(ji)金(jin)跟(gen)投(tou),投(tou)后估值超(chao)100亿美(mei)元。